Airport travelers shuffling between security checks and their boarding gate often grab duty-free perfume or a cut-price bottle of spirits before an international flight.
But that's far from the reality of some passengers at Singapore's Changi Airport, who in some cases shell out more than $100,000 for a bottle of their favorite tipple before hopping onto a flight.
High-end duty-free retailer DFS opened its new concept stores - complete with whiskey, wine, cigar and tobacco rooms, bartenders, complementary tastings and even virtual reality installations – in Changi's Terminals 2 and 3 with precisely these customers in mind.
"We drew inspiration from stylish restaurants and bars around the world when we created this space," Wilcy Wong, DFS's managing director for Singapore and Indonesia, told CNBC.
She said there would be no hard sell when it came to the pricey products.
"These days a lot of the customers are very knowledgeable themselves, so to be able to engage them and teach them something new is important," Wong said.
Not that the hard sell would be necessary; as well as knowledgeable, many customers are big spenders.