New Delhi, May 2026: Suntory Global Spirits has launched an immersive experiential activation called Suntory Time at Delhi Duty Free, Indira Gandhi International Airport, targeting India’s growing premium and travel retail alco-bev segment. The activation features three of the company’s flagship Japanese spirits — Toki Whisky, Roku Gin and Haku Vodka — and marks a significant push by the global spirits giant into experiential consumer engagement in India.
The concept is inspired by Japan’s traditional Tachinomiya culture — compact standing bars where people gather informally for drinks and conversation. Suntory Global Spirits has adapted this format into a guided tasting and brand discovery experience, incorporating cocktail zones, brand storytelling and an interactive “Fortune Cat” activity that offers curated cocktail recommendations based on visitor preferences. Signature cocktails on offer include Toki Julep, Toki Ginger Sour, Matcha Martini, Kasane Gin Fizz and Spring Haru Collins.
As an added consumer incentive, travellers purchasing select products — including Roku Gin and Toki Whisky — at Delhi Duty Free are eligible to receive branded thermal bottles and limited-edition gift experiences, a move aimed at driving both trial and purchase conversion at the retail touchpoint.
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A senior spokesperson for Suntory Global Spirits said: “The Suntory Time activation has been designed to create a deeper connection between consumers and Japanese craftsmanship, highlighting our philosophy of Monozukuri — the pursuit of perfection through precision, quality and artistry. India is a key market for us, and this experience reflects our long-term commitment to the country’s premium spirits consumer.”
Industry observers note that experiential retail is fast becoming a critical differentiator in India’s alco-bev sector, especially within airport and travel retail environments where brands compete for the attention of affluent consumers and frequent international travellers. Demand for premium Japanese spirits — particularly Japanese whisky and craft gin — has recorded strong double-digit growth across metros such as Delhi, Mumbai and Bengaluru over the past three years.
The activation also signals the broader premiumisation trend reshaping India’s alco-bev landscape. Global spirits companies are increasingly investing in immersive brand experiences alongside product availability, recognising that Indian consumers — particularly in the upper income bracket — are seeking more than just a product on the shelf.
India’s travel retail and duty-free segment has emerged as one of the fastest-growing channels for premium international spirits brands. Airports such as Indira Gandhi International, Chhatrapati Shivaji Maharaj International (Mumbai) and Kempegowda International (Bengaluru) have seen a significant uptick in premium spirits sales, driven by rising outbound travel and increasing consumer aspirations post-pandemic.
Suntory Global Spirits — the international arm of Japan’s Suntory Holdings — has been steadily expanding its presence in India, positioning its Japanese portfolio as a premium alternative to Scotch whisky and Western gin brands that have traditionally dominated the upper end of the market.
With the Suntory Time activation now live at Delhi Duty Free, industry watchers will be closely monitoring whether the experiential format is rolled out to other major Indian airports in the coming months. The success of this initiative could set a new benchmark for how global spirits brands engage premium consumers within India’s travel retail corridor — and further accelerate the mainstreaming of Japanese drinking culture in the country’s evolving cocktail and nightlife ecosystem.
Aabkari Times is India’s leading publication covering the excise and AlcoBev industry news.
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