Diageo has unveiled another limited edition pack from its Johnnie Walker blended Scotch whisky portfolio to coincide with the Lunar New Year.
Having announced details of Johnnie Walker Blue Label Lunar New Year last month, the group has done the same for the high-end King George V expression. The pair, which feature artwork from Chinese illustrator Shan Jiang, are available exclusively in the Global Travel Retail channel.
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The artwork on the John Walker King George V Lunar New Year packaging has been inspired by the Oriental myth of the Bai Ze, a mythical cow-like beast from Chinese legend. Like the Blue Label pack, Diageo recruited Chinese artist Shan Jiang for the design.
Both are available worldwide from Global Travel Retail locations including Singapore, Dubai, South Korea and Hainan in China, priced at US$350 for Blue Label and US$635 for King George V.
“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,” said Sandra Tassilly, Diageo’s global travel commercial director for APAC, MENA & India.
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Last week, Diageo reported a 20% increase in sales from the six months to the end of December, with Johnnie Walker boosting its brand sales by 31%.
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