Beam Suntory and DFS explore world whiskies

Beam Suntory Global Travel Retail (GTR) and travel retailer DFS Group have launched a Hibiki Japanese Harmony Master’s Select limited edition, coinciding with the launch of new global initiative, Explore the Whiskies of the World.

Hibiki Japanese Harmony Masters Select limited edition is one of the whiskies in the Explore the Whiskies of the World activation

The limited edition bottle and packaging design celebrates ‘the artistry of Japanese culture’. The ‘artistic and delicate’ design features the Sakura flower, or cherry blossom; a Goshoguruma, or royal carriage; and Ryusuimon, or streaming water. During Japan’s Edo period (1608-1868) these were seen as symbols for good fortune and prosperity and often used as special gifts for the Shogun.

Initially available at Singapore Changi Airport and Hong Kong International Airport from November, the US$160 Hibiki Japanese Harmony limited edition will roll out in other regions from 2016, following the expression’s release into travel retail in October.

Hibiki Japanese Harmony Master’s Select will feature in Explore the Whiskies of the World, an interactive space in both airports, and also at Los Angeles International.

Explore the Whiskies of the World gives passengers the opportunity to experience whisk(e)y from Scotland, Ireland, the USA, Canada and Japan. Sampling and education focuses on brand including Laphroaig, Connemara, Jim Beam, Canadian Club and Hibiki.

The activation also includes a sensory element where consumers can nose different aromas associated with each whisk(e)y. An iPad provides further information, and a ‘tasting passport’, including tasting notes and brand details in English, Cantonese and Mandarin, will be available to take away.

Promotion areas include branded bars and displays which highlight a ‘product of the week’, and a luxury bag GWP offer. These can be found at DFS stores in Changi T2 and T3, and Hong Kong T1, T2 and T7.

Explore the Whiskies of the World aims to highlight the breath of whisky geography in Beam Suntory’s portfolio

Brooke Supernaw, DFS Group senior vice president global merchandising for wines, spirits and tobacco, said: “The Japanese whisky category and in particular Hibiki is hugely popular with our customers so we are very excited to be the first retailer in the world to introduce this limited edition product.

“As a travel retail operator, we want to offer customers a unique environment for luxury shopping and our partnership with Beam Suntory is a great opportunity to bring together an outstanding range of premium whiskies through a premium platform. The interactive communication tools will encourage travellers to experiment with leading brands and drive purchase as they learn about how the flavours of different whiskies are greatly influenced by the countries where they are produced.”

Beam Suntory GTR marketing director, Michael Cockram added: “As Japanese whisky continues to perform well on the global stage, this world first for Hibiki gives travellers and DFS a product that cannot be found anywhere else at the moment. The bottle is beautiful and elegant and will resonate with whisky connoisseurs and novices alike, making it the perfect gift or a stunning addition to any collection.

“Explore the Whiskies of the World showcases our leading range of world whiskies and provides the traveler with a truly unique experience that is engaging and educational. With our valued partner, DFS, we are encouraging whisk(e)y drinkers to expand their knowledge and discover a wealth of whisk(e)y styles, suitable for every palate.”

The Explore the Whiskies of the World space will run for two months at all three airports.

The first half of 2015 saw Beam Suntory’s sales soar by 58%, bolstered by strong performances across the group’s Bourbon and Japanese whisky portfolios.