House of Suntory Unveils Luxury Japanese Whisky Pop-Up at Qatar Airport

Premium spirits brand House of Suntory has announced the opening of its first experiential retail space at Qatar's Hamad International Airport. This limited-time pop-up store, running for six months, will showcase a range of House of Suntory's premium Japanese whiskies, demonstrating the brand's exquisite craftsmanship.

The 20-square-meter pop-up, located next to the main liquor store in the departures hall, opened on July 6th and will operate until January 2026. This collaboration is Suntory's latest move to expand its presence in the luxury travel market, aiming to leverage the significant opportunities at one of the world's busiest international transit hubs.

The design of the House of Suntory space draws inspiration from traditional Japanese architecture, employing modern Machiya-style wooden lattice to echo the style of the brand's original stores in Japan. Digital screens displaying Japanese landscapes and ikebana (Japanese floral art) arrangements further enhance its cultural aesthetic.

The exhibition also highlights Suntory's three iconic distilleries – Yamazaki, Hakushu, and Hibiki. Each distillery produces whiskies with distinct characteristics, attributed to their unique geographical locations and climates.

A central focus of the exhibition is Hibiki, Suntory's premier blended whisky launched in 1989. During the third quarter, the space will feature Hibiki 40 Year Old, an exceptionally rare whisky with a global limited release of only 400 bottles. Its uniqueness lies in its blend of whiskies aged over forty years from the Yamazaki, Hakushu, and Chita distilleries.

The pop-up store includes several zones designed for different customer segments. The 'Beautification of Time' area displays aged whiskies with vintage markings, such as Hibiki 21 Year Old and Yamazaki 18 Year Old, targeting collectors and connoisseurs.

Suntory's partnership with Qatar Duty Free underscores the increasing competition among premium spirits brands for visibility in high-traffic airports. Hamad International Airport, which welcomed over 52 million passengers in 2024, serves as a strategic location for reaching affluent international travelers.

2025-08-28

Source: https://thewhiskeywash.com/whiskey-news/house-of-suntory-opens-luxury-pop-up-at-qatar-airport/