Post by Sebastien Bruggeman

HIBIKI 12 LAUNCHES AT DUBAI DUTY FREE Proud to share a major milestone for House of Suntory Global Travel Retail: On 1 May 2026, the new Hibiki 12 Years Old officially launched at Dubai Duty Free, marking the WORLD’S FIRST launch of this highly anticipated expression. This is a true landmark moment for the brand, our travel retail division and our customers. The launch comes to life across 10 high-profile locations throughout Dubai Duty Free, amplified by impactful digital screens designed to capture traveller attention at every touchpoint. But beyond visibility, the focus was clear: creating unforgettable consumer experiences. Travellers are invited to discover both Hibiki Harmony Master’s Select (also a travel retail exclusive) and Hibiki 12 through dedicated sampling activations featuring: Neat serves, On-the-rocks tastings and Signature highballs Together with Dubai Duty Free, the campaign has also expanded far beyond the shop floor with: * A dedicated Time Out Magazine advertorial * Dubai Duty Free social media support (https://lnkd.in/g5ivDGnA) * A dedicated CRM/email campaign reaching travellers before and during their journey And the response so far has been incredibly encouraging. In just over two weeks we were able to achieve our targets which is a fantastic achievement in today’s challenging market environment. More than strong early sales, this launch is a powerful statement for Hibiki globally - reinforcing the brand’s prestige, desirability, and momentum within travel retail. At the same time we're globally launching our Hibiki campaign in collaboration with Anna Sawai (https://lnkd.in/g6nVGDBR) A huge thank you to all teams involved and to our partners at Dubai Duty Free for bringing this exciting launch to life. Proud of what we are building together. Alexey Babin Also a special thanks to the amazing Suntory team : Michael Woods Byrant Lim Cherilyn Lo Claire McDonald Vrishti Chopra Yuan(Cindy) Dai #Hibiki #HouseOfSuntory #DubaiDutyFree #TravelRetail #GlobalTravelRetail #LuxurySpirits #JapaneseWhisky #RetailExcellence #BrandExperience