The House of Suntory opens first pop-up at Paris Charles de Gaulle Terminal 1 and permanent brand space at Terminal 2 with Lagardère Travel Retail.
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READ THE STORYThe House of Suntory has expanded its presence at Paris Charles de Gaulle (CDG) Airport with its first-ever pop-up at Terminal 1 and its first permanent brand space at Terminal 2. The two initiatives were developed in partnership with Lagardère Travel Retail and Extime Duty Free, and opened on June 30, 2026.
The new pop-up sits within one of Terminal 1’s premier retail environments. It features immersive tastings and sensory experiences built around the brand’s Hibiki, Yamazaki and Hakushu whiskies.
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“This activation represents an important milestone for The House of Suntory in travel retail, bringing together Japanese craftsmanship, cultural storytelling and elevated shopper experiences in one of Europe’s most iconic airports,” said Ashish Sagar, general manager GTR at Suntory Global Spirits.
Three distinct zones showcase prestige expressions from the Vintage and Luxury Collections. These include Hakushu 18 Years Old, Hibiki 21 Years Old, Yamazaki 18 Years Old, Yamazaki 12 Years Old, Hibiki Harmony Master Select and Hakushu 12 Years Old.
The pop-up also presents the Hibiki 12 Years Old Travel Exclusive Series. A central showcase celebrates Hibiki through guided tastings, storytelling and food pairings inspired by omotenashi.
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Visitors can experience furoshiki wrapping, the centuries-old Japanese practice of presenting gifts in decorative cloth. A limited-edition furoshiki design, exclusive to the Paris CDG pop-up, combines Japanese tradition with French cultural elegance.
The permanent brand space is located within the LSM4 store at Terminal 2, one of the airport’s largest and highest-traffic spaces. It spans three zones designed to guide shoppers from discovery to purchase.
Illuminated lightboxes highlight key expressions and launches. The Central Brand and Education Area anchors the installation, centering Hibiki alongside Yamazaki, Toki and Roku, while reinforcing Suntory’s position as the founding house of Japanese whisky.
The Portfolio Display presents the full range within a structured, premium layout.
Suntory’s whisky heritage dates to 1923, when Shinjiro Torii created Japan’s first malt whisky distillery at Yamazaki. In 2025, Yamazaki became the first brand to win Supreme Champion Spirit three years in a row at the International Spirits Challenge.
