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Suntory has
teamed up with Lotte Duty Free and
Changi Airport Group to roll out a
series of activations at Singapore
Changi Airport this summer. At the heart
of the initiative is Suntory Time, this
immersive experience spotlights a
handpicked range of premium Japanese
spirits from The House of Suntory. The
second major activation spotlights
Maker’s Mark, featuring the
limited-edition Wood Finishing City
Series – Singapore Edition.
Suntory Global Spirits has teamed up
with Lotte Duty Free and Changi Airport
Group to roll out a series of
high-impact experiential activations
across multiple terminals at Singapore
Changi Airport. This strategic
collaboration underscores Suntory’s
dedication to showcasing its diverse
portfolio within the global travel
retail channel—bringing premium brand
experiences to life in one of the
world’s most vibrant airport
environments.
Suntory Time: A Multi-Brand Experience
At the heart of the initiative is
Suntory Time, the company’s first global
travel retail (GTR) multi-brand
activation. This immersive experience
spotlights a handpicked range of premium
Japanese spirits from The House of
Suntory, including Toki Blended Whisky,
Roku Gin, and Haku Vodka.
Running from 2 May through August, the
activation spans all Changi terminals
with high-profile promotions (HPPs),
enhanced by eye-catching pop-up sampling
carts in Terminals 1 and 2. The goal: to
celebrate the craftsmanship and heritage
of Suntory’s Japanese offerings while
engaging travellers across multiple
spirit categories.
A standout feature is a modern
reinterpretation of Japan’s beloved
tachinomiya (standing bars). These
sleek, minimalist installations draw
inspiration from traditional Japanese
aesthetics, infused with playful
cultural cues and reimagined neon
signage to maximise visual impact in the
airport setting.
Adding a layer of interactive
storytelling, vintage-style telephones
invite travellers to discover the Suntory
Time concept and learn more about each
featured spirit through immersive audio
narratives. Visitors can also take home
complimentary cocktail recipe cards for
continued enjoyment.
Maker’s Mark: Celebrating Singapore with
a Limited Edition
The second major activation spotlights
Maker’s Mark, featuring the
limited-edition Wood Finishing City
Series – Singapore Edition, available
exclusively at Changi Airport. Located
in Terminal 4 and running concurrently
from 2 May to August, this vibrant HPP
celebrates Singapore’s 60th year of
independence (SG60) with locally
inspired elements and bold, eye-catching
visuals.
Maker’s Mark is a strategic priority for
Suntory Global Spirits, with aggressive
growth plans in both domestic and travel
retail markets. The brand is leveraging
new product innovations, elevated
consumer experiences, and
sustainability-driven initiatives to
solidify its presence in the premium
spirits segment.
The City Series builds on the brand’s
acclaimed Wood Finishing Series, using a
proprietary stave-finishing technique to
highlight the essence of iconic cities
like Singapore, Sydney, Frankfurt, and
New York.
To enhance engagement and boost
conversion, qualifying purchases at the
Maker’s Mark installation come with an
exclusive Changi tote bag
gift-with-purchase (GWP), customisable
with city-themed stamps for a personal
touch.
Toni the Smart Bartender Delivers a
High-Tech Twist
From 8 to 31 May, Suntory elevated its
airport presence with Toni, an automated
robotic bartender stationed in Terminal
2. This smart mixologist served expertly
crafted cocktails featuring Suntory’s
signature brands to travellers of legal
drinking age, delivering an engaging,
futuristic, and highly shareable
experience.
Guests who made a qualifying purchase at
the Toni pop-up received an exclusive
set of luggage stickers, featuring
vibrant designs inspired by Suntory’s
iconic spirits.
"These multi-brand activations at
Singapore Changi Airport convey
perfectly our commitment to creating
immersive, consumer-first GTR
experiences that combine innovation with
our rich heritage,” commented Alasdair
Dickinson, General Manager – Emerging
Markets GTR, Suntory Global Spirits.
"By bringing together a selection of our
iconic spirits in these highly visible,
interactive environments, we are not
only raising brand awareness, we’re also
engaging travellers in new and exciting
ways.
"Whether it’s through dynamic
storytelling, tech-driven experiences
like Toni, or collectible gifts with
purchase, we are rewarding our existing
customer base – and recruiting a new
generation of consumers – while
reinforcing our position as a global
leader in premium spirits."
If you have no travel plans this summer you can also
find Suntory's portfolio of spirits available from specialist online whisky
shops such as
The Whisky Exchange
and
Master of Malt
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