Chivas Brothers releases Chinese New Year designs
To celebrate the upcoming Lunar New Year, Pernod Ricard-owned Chivas Brothers has launched limited edition designs and packaging for three of its whiskies.
The whiskies are Royal Salute 21-Year-Old Signature Blend, The Glenlivet 18-Year-Old Single Malt and The Glenlivet Rare Cask Single Malt.
A flagon of Royale Salute’s 21-year-old signature blend comes in a gift box designed by Chinese-born artist Yunshu Li. Li’s artwork consists of ‘striking colours’ and floral boutiques alongside the ‘gun salute’ fired by The Tower of London.
Of the design, he said: “As flowers blossom, lanterns are lit and fireworks burst in the sky, we begin the global celebration of the new year. With this special edition of Royal Salute, dispersing gifts and joy, travel with me to lands full of wonder, finding joy and happiness along the way.”
Meanwhile, the packaging for The Glenlivet’s 18-year-old single malt is illustrated with a golden dragon, in honour of this year’s zodiac animal. The dragon wraps around the box and is ‘inspired by the Lunar New Year’s symbolic traditions’.
The Glenlivet said it represents ‘a threefold blessing of success, strength, and longevity for the year ahead’.
The Glenlivet’s Rare Cask Single Malt also sports a golden dragon illustration. The limited edition box will be exclusive to global travel retail.
For those looking to pick up one of the limited edition designs, The Royal Salute 21 Year Old Signature Blend Lunar New Year gift pack is available in limited quantities at selected luxury retailers for £157 (US$200); The Glenlivet limited edition Lunar New Year 18-Year-Old is available for US$174.99 exclusively for China and Taiwan; and The Glenlivet Lunar New Year Rare Cask Limited Edition for US$160 for global travel retail only.
The company said that the limited edition releases reflect the ‘growing demand for exclusive, collectable items among consumers’.
Chivas Brothers’ owner Pernod Ricard recently revealed its first Chinese whisky, having also just opened its US$150 million Emeishan distillery to the public.