New Johnnie Walker Blue Label limited edition
design for Year of the Snake is second design created by
influential visual artist
NEW
YORK, Nov. 21, 2024 /PRNewswire/ -- Johnnie Walker, the world's number one Scotch
Whisky1, today unveils a vibrant new Lunar New Year
Limited Edition design for Johnnie Walker Blue Label, crafted by
acclaimed Asian-American visual artist James Jean, one of the most influential in the
world.
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 Taipei and raised in
New Jersey, James, who attended
the School of Visual Arts in New York,
adds: "With Johnnie Walker Blue Label Lunar New Year, we wanted to
create a snake that felt different, new and innovative - respect
for the past but also looking into the future with optimism; in the
same way that Johnnie Walker stands
for progress through that incredible Keep Walking spirit."
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 Los
Angeles, Jean, sought inspiration for his designs from the
layers of incredible flavor that Johnnie
Walker Master Blender Emma Walker and her team bring to
Johnnie Walker Blue Label - a whisky made using some of the rarest
whiskies from the unparalleled Johnnie
Walker reserves of maturing Scotch, including some
irreplaceable casks sourced from long-closed 'ghost'
distilleries.
"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 Buchanan's
whiskies, Smirnoff, Cîroc and
Ketel One vodkas, Captain Morgan, Baileys, Don Julio, Tanqueray and
Guinness.
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