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Beam Suntory GTR launches Roku Select Edition

Beam Suntory is expanding its travel retail portfolio with the launch of Roku Select Edition. The Roku Select Edition will be available in global travel retail from September and incorporates six traditional Japanese botanicals that are infused, distilled and blended by Suntory Spirits in Osaka, Japan.

Beam Suntory announced the international launch of Roku, the first premium Japanese craft gin in its portfolio earlier this year.

To mark the launch of Roku Select Edition, Beam Suntory GTR is running a series of airport activations across Europe, the Middle East, and Asia Pacific regions, including Copenhagen, Frankfurt, London and Dubai airports. The activation will see branded pop-up bars and installations activated across five airports, which will showcase the Roku Select Edition bottling with the six Japanese botanicals that have been infused to create the gin.

The six Japanese botanicals – Sakura flower, Sakura leaf, Yuzu peel, Sencha tea, Gyokuro tea and Sansho pepper – are harvested in accordance with ‘shun’, the tradition of enjoying each ingredient at its best by only harvesting once it has reached its peak flavour potential and perfection.

The six Japanese botanicals are distilled using a selection of different pot stills, each chosen to ensure the best flavour is extracted from each botanical. The result is a complex yet harmonious gin with a smooth and silky texture.

Roku Select Edition’s bottle is cast in a hexagonal shape, representing each Japanese botanical, and is finished with delicate embossing. The Japanese kanji symbol for six is printed on the label, which is made of traditional washi paper and finished with subtle touches of gold. The Select Edition bottling, exclusive to global travel retail, also features an embellished label showcasing Sakura flowers to reflect the more prominent Sakura flavour.

Michael Cockram, global marketing manager GTR, Beam Suntory says: “We are very excited and honoured to bring Roku Japanese gin to global travel retail with an exclusive product, Roku Select Edition. We have already carried out our first activations and we are confident that Roku Gin will become a great success, bringing Japanese craftsmanship and authenticity to the premium gin category, which has enjoyed significant growth in recent years in the channel.”

29 September 2017 - Sam Coyne The Drinks Report, news editor