JOHNNIE WALKER RENEWS SUCCESSFUL LUNAR NEW YEAR PARTNERSHIP WITH VISIONARY ARTIST JAMES JEAN
Johnnie Walker unveils a new Lunar New Year Edition design for Blue Label, created by Asian-American visual artist James Jean for the Year of the Snake 2025. The design features three snakes symbolizing wisdom, intelligence, and intuition, surrounded by blooming flowers. This marks Jean's second collaboration with the brand, following his Year of the Dragon design. The edition continues a 13-year tradition of Lunar New Year releases, featuring Jean's artistic style that blends contemporary subjects with traditional Chinese scroll paintings and Japanese woodblock prints. The design represents renewal and growth, aligning with Johnnie Walker's progressive values.
Johnnie Walker presenta un nuovo design in edizione per il Capodanno Lunare per il Blue Label, creato dall’artista visivo asiatico-americano James Jean per l'Anno del Serpente 2025. Il design presenta tre serpenti che simboleggiano saggezza, intelligenza e intuizione, circondati da fiori in fiore. Questa è la seconda collaborazione di Jean con il marchio, dopo il suo design per l'Anno del Drago. L'edizione continua una tradizione di 13 anni di uscite per il Capodanno Lunare, mettendo in mostra lo stile artistico di Jean che fonde soggetti contemporanei con dipinti tradizionali cinesi su rotolo e stampe giapponesi su legno. Il design rappresenta rinnovamento e crescita, in linea con i valori progressivi di Johnnie Walker.
Johnnie Walker presenta un nuevo diseño de edición para el Año Nuevo Lunar para el Blue Label, creado por el artista visual asiático-estadounidense James Jean para el Año de la Serpiente 2025. El diseño presenta tres serpientes que simbolizan la sabiduría, la inteligencia y la intuición, rodeadas de flores en flor. Esta es la segunda colaboración de Jean con la marca, después de su diseño para el Año del Dragón. La edición continúa una tradición de 13 años de lanzamientos para el Año Nuevo Lunar, mostrando el estilo artístico de Jean que mezcla temas contemporáneos con pinturas tradicionales chinas en rollo y grabados japoneses en madera. El diseño representa renovación y crecimiento, alineándose con los valores progresivos de Johnnie Walker.
Johnnie Walker는 아시아계 미국인 시각 예술가 제임스 진(James Jean)이 2025년 뱀의 해를 맞아 디자인한 새로운 블루 레이블의 설날 에디션을 발표했습니다. 이 디자인에는 지혜, 지성 및 직관을 상징하는 세 마리의 뱀이 만개한 꽃들에 둘러싸여 있습니다. 이는 진과 브랜드 간의 두 번째 협업으로, 이전에는 용의 해 디자인이 있었습니다. 이 에디션은 설날 발매의 13년 전통을 이어가며, 현대적인 주제를 전통 중국 두루마리 회화와 일본 목판화와 혼합한 진의 예술적 스타일을 특징으로 합니다. 이 디자인은 갱신과 성장을 나타내며, 존니 워커의 진보적인 가치를 반영합니다.
Johnnie Walker dévoile un nouveau design pour l’édition de la Nouvelle Année Lunaire du Blue Label, créé par l'artiste visuel américano-asiatique James Jean pour l'Année du Serpent 2025. Le design présente trois serpents symbolisant la sagesse, l'intelligence et l'intuition, entourés de fleurs en pleine floraison. Il s'agit de la deuxième collaboration de Jean avec la marque, après son design pour l’Année du Dragon. Cette édition perpétue une tradition de 13 ans de sorties pour la Nouvelle Année Lunaire, mettant en avant le style artistique de Jean qui mêle sujets contemporains et peintures traditionnelles chinoises sur rouleau ainsi que des estampes japonaises. Le design représente renouveau et croissance, en accord avec les valeurs progressistes de Johnnie Walker.
Johnnie Walker präsentiert ein neues Lunar New Year Edition Design für Blue Label, geschaffen vom asiatisch-amerikanischen visuellen Künstler James Jean für das Jahr der Schlange 2025. Das Design zeigt drei Schlangen, die Weisheit, Intelligenz und Intuition symbolisieren, umgeben von blühenden Blumen. Dies ist Jeans zweite Zusammenarbeit mit der Marke, nach seinem Design für das Jahr des Drachen. Die Edition setzt eine 13-jährige Tradition von Lunar New Year Releases fort und zeigt Jeans künstlerischen Stil, der zeitgenössische Themen mit traditionellen chinesischen Rollbildern und japanischen Holzschnittdrucke verbindet. Das Design repräsentiert Erneuerung und Wachstum und steht im Einklang mit den progressiven Werten von Johnnie Walker.
- Continuation of successful edition series with 13-year market presence
- Partnership with globally renowned artist strengthening brand positioning
- Maintains position as world's number one Scotch Whisky
- None.
Insights
The edition Johnnie Walker Blue Label design for Lunar New Year 2025 represents a strategic marketing initiative, but lacks significant material impact on DEO's financial performance. While the annual Lunar New Year releases have been a 13-year tradition and help maintain brand presence in Asian markets, these special editions typically contribute marginally to overall sales. The collaboration with James Jean, while prestigious, is primarily a brand-building exercise rather than a revenue-driving initiative.
The timing of the release aligns with Diageo's broader strategy to capture premium spirits market share during key cultural celebrations, but without specific sales projections or pricing information, the business impact remains speculative. Past performance of similar editions suggests these releases serve more as collector's items and brand enhancement tools than significant revenue generators.
New Johnnie Walker Blue Label limited edition design for Year of the Snake is second design created by influential visual artist
The vivid design for the Year of the Snake features an innovative and dynamic interpretation of 2025's Zodiac animal and marks an extension of the collaboration between Johnnie Walker and James Jean, following last year's hugely popular design for the Year of the Dragon. His new design for 2025 symbolizes an auspicious ambition for constant progression and self-reinvention, reflecting the values at the heart of Johnnie Walker.
Regarded by many as the most enigmatic of all Zodiac animals, the snake is renowned for the ability to renew itself. Reimagined by Jean, three snakes representing three attributes of wisdom, intelligence, and intuition, are surrounded by blooming flowers, shedding their skins to embrace the next chapter in life.
Just as Johnnie Walker Blue Label keeps evolving and transforming over the course of its history, the Year of the Snake symbolizes the courage and agility needed to shape a promising, new future. This limited edition design pays homage to the traditions of Lunar New Year but adds a future-facing design twist.
James Jean says: "I portrayed the snake shedding its skin to represent the idea of renewal and growth. The three snakes symbolize the attributes of wisdom, intelligence, and intuition, while also representing the past, present, and future. The snakes are constantly growing, transforming, and adapting to changing conditions."
Born in
Renowned for his ability to work across multiple genres with an imaginative and multifaceted approach to image making, Jean fuses contemporary subjects with aesthetic techniques inspired by traditional Chinese scroll paintings, Japanese woodblock prints, and Renaissance-style portraiture.
Currently living in
"It has become a cherished tradition over the past 13 years for Johnnie Walker to release an annual Lunar New Year Blue Label bottle, a custom that has become an integral part of so many people's celebrations as they gather, gift, and savor. As these traditions are passed down through generations, we're honored to play a role in making each Lunar New Year even more memorable year after year," said Josh Dean, Vice President of Johnnie Walker, Diageo North America.
"This year, we're proud to showcase the stunning artistry of James Jean for the Year of the Snake, blending Johnnie Walker's defiantly optimistic 'Keep Walking' message with the timeless traditions of the season. We're excited to continue being part of these special celebrations and look forward to sharing more with our fans this January."
James Jean also designed incredible illustrations for the Lunar New Year John Walker & Sons XR 21 Year Old Limited Edition Design. Johnnie Walker Lunar New Year Limited Edition Designs are available in selected markets globally.
About Johnnie Walker:
Johnnie Walker is the world's number 1 Scotch Whisky brand* (IWSR 2023) & the world's number one International Spirits Brand* (IWSR 2023 Relative Market Share), enjoyed by people in over 180 countries around the world. Since the time of its founder, John Walker, those who blend its whiskies have pursued flavour and quality above all else.
Today's range of award-winning whiskies includes Johnnie Walker Red Label, Blonde, Black Label, Double Black, Green Label, Gold Label Reserve, Aged 18 Years, and Blue Label. Together they account for over 22 million cases sold annually (IWSR, 2023). Johnnie Walker is also the number one best-selling Scotch and number one trending Scotch (Drinks International, 2024).
*By RSV 2023
About Diageo:
Diageo is a global leader in beverage alcohol with an outstanding collection of brands across spirits and beer categories. These brands include Johnnie Walker, Crown Royal, Bulleit and
Diageo is a global company, and our products are sold in more than 180 countries around the world. The company is listed on both the London Stock Exchange (DGE) and the New York Stock Exchange (DEO). For more information about Diageo, our people, our brands and performance, visit us at www.diageo.com. Visit Diageo's global responsible drinking resource, www.DRINKiQ.com, for information, initiatives and ways to share best practice.
Celebrating life, every day, everywhere.
1 IWSR 2023
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SOURCE Diageo
FAQ
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