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Bottle honours artistry of Japanese culture

Beam Suntory has launched a limited edition special packaging of Hibiki Japanese Harmony Master’s Select in partnership with travel retailer DFS Group.

Initially available initially at Singapore Changi Airport and Hong Kong International Airport with a RRP of US$160, this Hibiki limited edition will roll out in other regions in 2016.  It follows the introduction of Hibiki Japanese Harmony Master’s Select (43% ABV) exclusively into global travel retail last October.

The limited edition bottle honours the artistry of Japanese culture and celebrates Hibiki as a harmony of Japanese nature and craftsmanship. The artistic and delicate design highlights the traditional Japanese symbols of the Sakura flower (cherry blossom), a Goshoguruma (royal carriage) and Ryusuimon (streaming water). During Japan’s Edo period (1608-1868) these were seen as symbols for good fortune and prosperity and often used as special gifts for the Shogun.

Hibiki Japanese Harmony Master’s Select will be featured in Explore the Whiskies of the World, a new global initiative to showcase Beam Suntory’s unrivalled range, which invites shoppers to explore whiskies from the five corners of the globe. This interactive space will be showcased for two months in both airports and also at Los Angeles International Airport (LAX).

Explore the Whiskies of the World takes travellers on a journey around the world, giving them the rare opportunity to experience leading whiskies from Scotland, Ireland, US, Canada and Japan. The activation enables whisky connoisseurs to sample and engage in a sensory experience and learn about brands, including Laphroaig (Scotland), Connemara (Ireland), Jim Beam (US), Canadian Club (Canada) and Hibiki (Japan).

The activation will include sampling and a sensory element where consumers can heighten their experience by smelling the different aromas associated with each whisk(e)y. They will be invited to delve deeper into the collection using an iPad and take away a tasting passport complete with tasting notes and brand information, which will be available in English, Cantonese and Mandarin.

The installations will include branded bars and displays, highlighting a product of the week and gift with purchase offer, a luxury overnight bag. These can be found at DFS stores in Changi terminals 2 and 3 and Hong Kong terminals 1, 2 and 7.

Brooke Supernaw, DFS Group senior VP global merchandising for wines, spirits and tobacco, says: “The Japanese whisky category and in particular Hibiki is hugely popular with our customers so we are very excited to be the first retailer in the world to introduce this limited edition product.

“As a travel retail operator, we want to offer customers a unique environment for luxury shopping and our partnership with Beam Suntory is a great opportunity to bring together an outstanding range of premium whiskies through a premium platform. The interactive communication tools will encourage travelers to experiment with leading brands and drive purchase as they learn about how the flavours of different whiskies are greatly influenced by the countries where they are produced.”

Beam Suntory GTR marketing director, Michael Cockram said: “As Japanese whisky continues to perform well on the global stage, this world first for Hibiki gives travelers and DFS a product that cannot be found anywhere else at the moment. The bottle is beautiful and elegant and will resonate with whisky connoisseurs and novices alike, making it the perfect gift or a stunning addition to any collection.

“Explore the Whiskies of the World showcases our leading range of world whiskies and provides the traveller with a truly unique experience that is engaging and educational. With our valued partner, DFS, we are encouraging whisk(e)y drinkers to expand their knowledge and discover a wealth of whisk(e)y styles, suitable for every palate.”

16 December 2015 - Felicity Murray The Drinks Report, editor