Suntory unveils multi-brand activations at Changi Airport

Suntory Global Spirits has unveiled a landmark series of experiential activations in collaboration with Lotte Duty Free and Changi Airport Group, transforming Singapore Changi Airport into a vibrant showcase of Japanese craftsmanship, innovation, and heritage.

Spanning all terminals from May 2 to August, the Suntory Time Changi activation marks the company’s first global travel retail (GTR) multi-brand promotion. It spotlights a curated lineup from The House of Suntory portfolio, including Toki blended whisky, Roku Gin, and Haku Vodka.

At the heart of this high-profile campaign are immersive High-Profile Promotions (HPPs) strategically placed across all Changi terminals. Eye-catching pop-up sampling carts in Terminals 1 and 2 further enhance visibility during designated periods, offering tastings and deeper consumer engagement.

A key attraction is the recreation of Japan’s famed standing bars, known as tachinomiya, through sleek, modern installations infused with playful cultural cues. Brightly lit neon signage, a nod to Japanese street culture, ensures strong visual impact and brand recall.

Blending storytelling with interactivity, the activations include vintage-style telephones where travellers can lift the receiver to listen to engaging audio narratives about the Suntory Time concept and featured spirits. Complimentary cocktail recipe cards add a functional, memorable takeaway.

Adding a futuristic twist, the Suntory Time experience from May 8–31 introduced Toni, a fully automated robotic bartender stationed in Terminal 2. Exclusively serving Legal Drinking Age (LDA)-compliant visitors, Toni crafted cocktails with precision, delivering a memorable and shareable airport experience.

Travellers making qualifying purchases at the Toni pop-up received a limited-edition set of luggage stickers inspired by Suntory’s iconic brand aesthetics.

Another major installation at Terminal 4 celebrates the Maker’s Mark Wood Finishing City Series Singapore Edition, available exclusively at Changi Airport. As part of a broader GTR-only series featuring global cities like New York, Singapore, Sydney, and Frankfurt, the Singapore Edition honours the city’s 60th year of independence through vibrant, locally inspired design elements.

To boost engagement, shoppers at the Maker’s Mark space receive a Changi-exclusive tote bag with a qualifying purchase, which can be customised with location-themed stamps, blending collectability with a personal touch.

“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,” said Alasdair Dickinson, General Manager – Emerging Markets GTR, Suntory Global Spirits.