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The House of
Suntory partners with Qatar Duty Free to
create an exclusive pop-up at Hamad
International Airport.
Suntory Global Spirits has unveiled its
first-ever House of Suntory experiential
pop-up in partnership with Qatar Duty
Free, bringing the artistry of Japanese
whisky and premium white spirits to
Hamad International Airport.
Located in a prime position within the
Departures terminal (South Node), just
outside the main liquor store, the 20sq
m activation will run until January 2026.
An Immersive Journey into Japanese
Craftsmanship
Inspired by Japan’s natural beauty and
refined artistry, the pop-up blends
traditional and contemporary design. The
exterior features modernised Machiya-style
wood lattices in homage to The House of
Suntory’s first store in Japan,
alongside striking digital screens and
branded lightboxes. Inside, Ikebana
floral installations evoke a distinctly
Japanese atmosphere.
At the heart of the space, an Education
Zone introduces travellers to the three
founding principles of The House of
Suntory: Wa (harmony with nature),
Omotenashi (hospitality), and Monozukuri
(craftsmanship). Visitors can explore
the unique heritage of Yamazaki,
Hakushu, and Hibiki – whiskies shaped by
Japan’s diverse climates and geography,
and united by the philosophy of
Tsukuriwake (the art of diversity in
whisky making).
Hibiki – The Paragon of Japanese Whisky
As the pinnacle of The House of Suntory
portfolio, Hibiki is given pride of
place in the central display. Introduced
in 1989 to mark the company’s 90th
anniversary, Hibiki has become an icon
of Japanese whisky and one of the most
awarded blended whiskies in the world.
Blended from over one million casks
drawn from Yamazaki, Hakushu, and Chita
distilleries, Hibiki embodies depth,
harmony, and artistry. Featured at the
Qatar pop-up are a number of rare
limited editions, including the
ultra-prestigious Hibiki 40 Year Old.
With only 400 bottles released
worldwide, this extraordinary blend
showcases whiskies matured for more than
four decades, orchestrated into a
symphony of complexity.
Celebrating Time, Tradition and Gifting
The space also invites exploration of
Suntory’s wider portfolio. The
Beautification of Time Zone highlights
revered high-aged statements such as
Hibiki 21 Year Old and Yamazaki 18 Year
Old – rare whiskies that reflect the
transformative influence of time and
decades of craftsmanship.
Completing the journey, the Art of
Gifting Zone elevates the travel retail
experience with bespoke rituals and
luxury gift-with-purchase items.
Exclusive touches include branded gift
bags, wardrobe scents, personalised gift
cards, and a limited-edition Furoshiki
Japanese wrapping cloth, reinforcing the
spirit of Japanese hospitality.
Suntory Global Spirits Managing Director
Global Travel Retail Ashish Gandham
commented: "This striking pop-up at
Hamad International Airport is a
powerful showcase of what sets The House
of Suntory apart. In collaboration with
Qatar Duty Free, we are inviting
travellers to immerse themselves in the
world of luxury Japanese whisky, where
tradition meets innovation, and every
detail reflects our relentless pursuit
of perfection."
If you have no travel plans in the near
future you will find the House of
Suntory domestic whisky range available from specialist online whisky
shops such as
The Whisky Exchange
and
Master of Malt
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