Johnnie Walker’s Blue Label expression is the subject of a ‘Year of the Dragon’ pack, with Asian-American artist James Jean recruited by brand owner Diageo as its designer.
Available for a limited period, this year’s Johnnie Walker Blue Label Lunar New Year Limited Edition Design is rolling out now to “selected markets globally”. The design, which centres around the 2024 Zodiac animal, also features flora and fauna with the dragon itself made of flowers.
“We wanted to create a dragon 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 … ,” said US-based Jean.
The 2023 pack, marking the ‘Year of the Rabbit’, was designed by Shanghai-based Angel Chen.
Late last year, Diageo admitted that its earlier expectation of “a gradual improvement” in top-line growth in the six months to the end of December seems unlikely. The group is scheduled to release its results for the period on 30 January.
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