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Where East meets West: Suntory Global Spirits unveils multi-brand shop-in-shop at Mumbai International Airport
The 33sq m arrivals boutique is a first-of-its-kind multi-brand, cross-category concept, designed to deliver a seamless and immersive spirits shopping experience for inbound travellers.
INDIA. Suntory Global Spirits has partnered with Ospree Duty Free to unveil a multi-brand Arrivals shop-in-shop at Mumbai Chhatrapati Shivaji Maharaj International Airport.
Suntory Global Spirits’ biggest shop-in-shop in the channel, the opening represents a milestone for the company, both in terms of scale and strategic vision.
Spanning 33sq m, the dedicated space marks the debut of a pioneering multi-brand, cross-category concept that showcases the breadth and depth of Suntory’s spirits portfolio. The concept was designed to provide an intuitive, seamless shopping experience for arriving passengers, elevating convenience while highlighting quality and craft.
East meets West in a curated spirits experience
The Mumbai shop-in-shop has been curated to reflect a fusion of ‘East and West’, aligning with the diverse profile of the airport’s inbound travellers.
Featuring branded wall bays, gondolas and pillar merchandising, the layout invites exploration of Suntory’s diverse whisky collection, including Bowmore, Maker’s Mark and The House of Suntory’ Hakushu and Hibiki collections.
Extending beyond premium whisky the boutique also showcases Suntory’s craft white spirits, including Haku Vodka and Roku Gin. This enables Suntory to target a broader consumer demographic, including white spirits enthusiasts.
Dedicated displays amplify the featured brands’ heritage, provenance and artisanal credentials, underscoring the diversity of Suntory’s portfolio and its craftsmanship and storytelling legacy.
A central pillar installation – equipped with dynamic LED screens – highlights limited editions and the latest product launches, encouraging engagement and driving incremental sales.
Suntory has confirmed that the shop-in-shop will be refreshed regularly with promotional campaigns and brand activations. According to the company, this will increase footfall, boost conversion rates and enhance shopper loyalty through memorable experiences.
“We are elated to partner with Ospree Duty Free in creating a vibrant shopping experience and offering our diverse portfolio of premium spirits to arriving travellers at Mumbai Airport,” noted Suntory Global Spirits Managing Director Global Travel Retail Ashish Gandham.
“As we continue efforts to elevate the travel retail experience, our milestone opening will offer a curated selection of truly iconic brands to build a richer connection with our global consumers.
“This is a strategic and significant partnership. India stands out as one of the fastest-growing markets in aviation and travel retail, with arrivals driving 70% of sales. We are confident that our multi-brand space will swiftly transform into a must-visit destination for the many spirits enthusiasts arriving in Mumbai.”
“We are proud to partner with Suntory Global Spirits to bring this pioneering multi-brand shop-in-shop to Mumbai Airport,” commented an Ospree Duty Free spokesperson.
“This collaboration reflects our commitment to enhancing the duty-free shopping experience with world-class offerings that cater to the evolving preferences of global travellers. With a curated selection of iconic spirits and an engaging retail environment, we are confident that this new space will set a benchmark for premium spirits retail in India.” 
