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Tax Free World Association 24 rue Cambacérès 75008 Paris France Tel : +33 1 40 74 09 86 Fax : +33 1 40 74 09 85 FranckWaechter Managing Director f.waechter@tfwa.com Cécile Lamo tt e Marketing Director c.lamo t t e@tfwa.com Produced by: Paul Hogan Publisher paul.hogan@tfwa-dailies.com Julian Bidlake Publication Director julian.bidlake@tfwa-dailies.com Ian Hill Consultant Publisher ian.hill@tfwa-dailies.com Ross Falconer Editor ross.falconer@tfwa-dailies.com Jessica Mason Assistant Editor Phoebe Givron-Taylor Assistant Editor Grégory Dziedzic Head Designer Grant Pritchard Photographer photography@grantpritchard.co.uk PPS Publications Ltd post@pps-publications.com © PPS Publications Ltd 2026 S untory is strengthening its focus on building the Japanese spirits category in travel retail, with an emphasis on consumer education and expanding its premium but accessible portfolio. Speaking at TFWA Asia Pacific Exhibition & Conference, Suntory Global Spirits Senior Marketing Manager Bryant Lim said the company sees category development as a key responsibility in driving long-term growth. “One of our biggest priorities is building the Japanese category,” Lim said. “We are focusing on educating consumers about our whisky brands.” He added that Suntory’s premium range is positioned at a more accessible price point, helping to recruit new whisky drinkers, particularly through lighter, highball-friendly expressions. “Because the liquid is not aged that much, this is an amazing liquid for a highball,” he noted. Beyond whisky, the company also highlighted opportunities across its broader spirits portfolio, including gin and vodka, which it sees as additional entry points for new consumers. Looking ahead, Suntory will launch a travel exclusive at the end of the year called the Tokyo Streets collection. The range features Tokyo-inspired photography printed on the packaging, designed to appeal to consumers with a strong connection to Japan and those looking for a collectible souvenir from their travels. B2 / 2-V27 S wiss herbal confectionery specialist Ricola is accelerating its focus on Asia Pacific travel retail, citing significant untapped potential, increasing brand momentum, and upcoming infrastructure investments designed to support long-term growth in the region. The company believes the Asia travel retail channel represents substantial “white space”, with its presence to date only scratching the surface of the opportunity. Ricola’s appeal in Asia is driven by its authentic Swiss heritage and the use of natural Swiss herbs, a tt ributes that resonate strongly with regional consumers. “Asia represents a highly strategic growth market for Ricola, particularly within travel retail where we see significant untapped potential,” said Ann Nee Lim, Ricola’s Senior Account Manager DF/TR Europe. “Our strong performance in domestic markets, combined with the deep resonance of our Swiss herbal heritage, gives us a powerful platform to further engage travelling consumers. By investing in regional infrastructure and developing more localised, relevant o ff ers, we are well positioned to accelerate our presence and build meaningful partnerships across the channel.” Looking ahead, Ricola is set to enhance its operational capabilities in the region with plans to establish a co-packing and distribution hub in Malaysia within the next six to nine months. This strategic investment will enable the company to serve its travel retail partners more e ffi ciently, improving speed to market and supply chain flexibility. B2 / 2-S11 Suntory expands Japanese sp i r i t s of fer i ng Ricola targets Asia travel retail expansion Wednesday 1 3 May 2026 30 T F W A D A I L Y