‘A showcase for luxury spirits’ – The House of Suntory debuts Frankfurt Airport shop-in-shop
The store is the first personalised Japanese spirits space at Frankfurt Airport and serves as “a flagship retail destination” within the liquor category, say the partners.
GERMANY. Suntory Global Spirits has opened a shop-in-shop boutique at Frankfurt Airport that showcases The House of Suntory portfolio. A partnership with Frankfurt Airport Retail, the joint venture between Fraport Group and Gebr. Heinemann, it is the spirits group’s first House of Suntory shop-in-shop at an airport in Europe.
The Frankfurt Airport Retail store at Terminal 1 B-West reopened last year as a ‘World of Fine Taste’ experience.
The official shop-in-shop opening took place on 30 January. The ribbon-cutting ceremony was attended by special guests representing each stakeholder.
To celebrate the opening, on 30 and 31 January, Brand Ambassadors were on hand to help travellers discover The House of Suntory portfolio through tastings and learn more about Suntory’s heritage and whisky-making legacy.
The store is the first personalised Japanese spirits space at Frankfurt Airport and serves as “a flagship retail destination” within the liquor category, said the partners.
The boutique incorporates The House of Suntory’s signature merchandising design features, inspired by harmony with Japanese nature and elevated by Japanese craftsmanship (Monozukuri).
Lightboxes and a screen display eye-catching images of Japan’s beautiful landscape and different seasons.
A showcase for luxury spirits
The new high-profile Frankfurt space features a curated selection of The House of Suntory’s luxury Hibiki, Yamazaki and Hakushu whiskies. Highlights include rare exclusives such as Hibiki 40 Year Old – a blend of high-quality Japanese whiskies from Yamazaki, Hakushu and Chita distilleries – each matured for over 40 years to create “a full orchestra of flavours and aromas” in blending. Only 400 bottles of the ultra-luxury Hibiki 40 Year Old have been released globally, with the Frankfurt Airport boutique a key location.
The offer also includes other sought-after releases such as the travel retail-exclusive Kogei Collection and the limited edition Tsukuriwake Series. Premium offerings from the House’s Toki and Chita whiskies are spotlighted through a premium Japanese garden-themed merchandising pillar, alongside other spirit categories, notably Roku Gin and Haku Vodka.
The Frankfurt shop-in-shop boutique is the latest iteration of the long-standing partnership between Suntory Global Spirits and Gebr. Heinemann. The companies said they have worked together “to elevate the customer experience, enhance the category through executional excellence and offer travellers an exceptional in-store selection”.
“The opening of this new shop-in-shop is a testament to our strong collaboration and long-term partnership with Gebr. Heinemann,” noted Suntory Global Spirits General Manager GTR Gareth Jones. “The space has been curated for Frankfurt Airport and offers travellers a unique sense of luxury, storytelling and Japanese culture.”
“Step into our newly opened shop-in-shop boutique and embark on a journey of inspiration,” said Gebr. Heinemann Head of Buying Spirits Manuel Schilling. “Our partnership with Suntory Global Spirits brings [travellers] an unparalleled experience that combines luxury with the essence of Japanese craftsmanship.”
“We are excited to delight our customers with the unique combination of various flavours and aromas from the House of Suntory,” added Frankfurt Airport Retail Managing Director Gordana Shiel.
“With authentic Japanese spirits, we bring a piece of Japanese nature into the bustling environment of the airport, inviting our customers to immerse themselves, indulge their senses and take their taste buds on a special journey.” 
