Lunar New Year 2024 Lunar New Year 2024

Chivas Brothers Unveils Limited Edition Lunar New Year Whisky Designs

Celebrating Lunar New Year

In honor of the upcoming Lunar New Year, Chivas Brothers, owned by Pernod Ricard, has introduced limited edition designs and packaging for three of its renowned whiskies.

Special Edition Packaging

Chivas Brothers has launched special Lunar New Year packaging for a trio of whiskies: Royal Salute 21-Year-Old Signature Blend, The Glenlivet 18-Year-Old Single Malt, and The Glenlivet Rare Cask Single Malt.

Artistic Designs

The Royal Salute’s 21-year-old signature blend arrives in a specially designed gift box created by Chinese-born artist Yunshu Li. The artwork features vibrant colors, floral elements, and a depiction of the iconic ‘gun salute’ fired by The Tower of London.

Regarding the design, Li expressed, “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.”

The packaging for The Glenlivet’s 18-year-old single malt showcases an illustration of a golden dragon, paying homage to this year’s zodiac animal. The dragon, inspired by Lunar New Year’s symbolic traditions, embodies ‘a threefold blessing of success, strength, and longevity for the year ahead’.

The Glenlivet’s Rare Cask Single Malt also features a golden dragon illustration exclusively for global travel retail.

Availability and Pricing

The limited edition designs are available at selected luxury retailers, with The Royal Salute 21-Year-Old Signature Blend Lunar New Year gift pack priced at £157 (US$200), The Glenlivet limited edition Lunar New Year 18-Year-Old 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.

Chivas Brothers’ limited edition releases cater to the increasing demand for exclusive and collectible items among consumers, reflecting the company’s commitment to meeting evolving consumer preferences.