Brand Pop-Up Model Proves Successful as Suntory Extends ‘House of Suntory’ Exclusive Takeover 

Following huge success in 2014 and a sell-out month this year, Suntory’s House of Suntory Melbourne pop-up continues by popular demand throughout winter, with a rollout expected in Sydney by August.

The pop-up activation in Melbourne will continue on each Wednesday of July and August, with the Sydney extension to begin 5 August, hosted by Tokyo Bird.

The brand attributes the activation’s success to rising consumer interest in the Japanese whisky category, alongside “an increasing desire for luxury experiences and experiential drink offerings”.

The event is timed to celebrate the introduction of Suntory’s newest member, Hibiki Japanese Harmony, and includes a three and six course paired menu designed to educate consumers on the marriage between Japanese whisky and cuisine.

“We have expanded the House of Suntory Takeover series to allow even more Australians to be acquainted with Suntory Whisky. In line with true Japanese hospitality, we want everyone to enjoy the subtle complexity of Suntory Whisky and experience the range in the style its founder, Shinjiro Torii intended it to be consumed - alongside beautiful Japanese cuisine”, says Narelle McDonald, Beam Suntory Australia Group Marketing Manager.

Seats at Sydney’s Tokyo Bird events will be priced at $60 per person for a 3 course tasting menu and $120 per person for the six-course dinner.

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