Glenfiddich Launches 2021 Lunar New Year Whisky
by Rudy Sanchez on 02/11/2021 | 2 Minute Read
The Lunar New Year is a momentous occasion and a celebration often associated with a lot of travel as the spring period around the holiday-known as Chunyun in China-lasts about 40 days. In 2019, the last Chunyun before COVID, the Chinese Ministry of Transportation estimated that nearly 3 billion trips would get made during the period. Visiting and reuniting with family during Lunar New Year is a significant part of the annual holiday, especially when so many students and professionals work in Special Economic Zones far from the traveler's original home.
It's that annual sojourn home that inspires the packaging for Glenfiddich’s 2021 Lunar New Year Whisky packaging, featuring exquisite artwork by Shenzhen-based Rlon Wang that depicts the many ways of making that voyage, including a large train, air balloon, by boat, and even biplane. Other holiday-specific details for the 21-year-old whisky make their presence known, such as dancing lions and a majestic stag that stands in the center of the 4-panel illustration. Inspired by the painting The Monarch of the Glen, Wang’s depiction of the mighty stag, a symbol of wealth, prosperity, and longevity, is a blend of Chinese and Scottish imagery and is the star of the limited-edition box.
A version of the design appears on an 18-year limited-edition scotch box as well, and in keeping with the traveling home theme, Glenfiddich is operating pop-ups across stations in China, CDF Mall in Haitang Bay, and Lagardère Travel Retail store in Sanya, both popular tourist destinations.
Dieline Media & PRINT Magazine