Diageo Global Travel draws on appeal of Johnnie Walker brand with Lunar New Year editions

Diageo Global Travel has been reinforcing the appeal of its Scotch whisky portfolio, led by Johnnie Walker, in the China market with a series of recent investments. The brand owner extended the range of high-end, luxury options for shoppers with the release of two limited-edition bottles to mark Lunar New Year. The first is the Johnnie Walker Blue Label Lunar New Year bottle, featuring intricate illustrations by Chinese artist Shan Jiang, paying homage to the Year of the Tiger. The design portrays the tiger with golden wings as a symbol of strength and progress.

The second is the John Walker King George V Lunar New Year design, also illustrated by Shan Jiang. Artwork across the packaging marks the beginning of a new year and is inspired by the Oriental myth of the Bai Ze. The liquid is drawn from rare casks, including whiskies from the now silent distillery of Port Ellen. They are available at selected travel retail locations in Hainan Island, as well as in Dubai, Singapore and South Korea, priced at US$350 for the Johnnie Walker Blue Label design and US$635 for the John Walker King George V design. In Hainan, the limited edition has been featured (since 26 January) in the Haikou Mission Hills complex where Diageo Global Travel recently opened a store in partnership with Shenzhen Duty Free. The other boutique, a partnership with China Duty Free Group, is located at the Sanya International Duty Free Shopping Complex in Sanya.

Within the boutiques, shoppers can browse the extensive portfolio of the Johnnie Walker brand with experiences and activations created to celebrate the occasion. These include private tasting areas with experiential technologies, allowing consumers to sample the portfolio, as well as a dedicated gifting corner with options for personalising and engraving bottles or customising gift bags. At the CDFG store, consumers can taste the liquid alongside their purchase. At the Shenzhen Duty Free store they can claim a silk scarf designed by Shan Jiang as a special gift.

Diageo Global Travel Commercial Director - APAC, MENA and India Sandra Tassilly said: “We’re delighted that Diageo Global Travel can offer shoppers in Hainan these unique bottles in celebration of Chinese New Year. Combining the rich history of Chinese culture with the world-leading Johnnie Walker whisky, the yearly edition collectable bottles are highly desirable for all consumers, and whisky enthusiasts in particular. “The intricate designs are a perfect nod to the world-leading whisky inside these bottles, and they are perfectly aligned to the needs of luxury shoppers.” Johnnie Walker Blue Label has a history of Lunar New Year releases, with the annual release of a bespoke pack and bottle design celebrating the Zodiac sign of each year.