Lunar New Year celebrations have been embraced by alcohol companies looking to tap into consumer sentiment by creating culturally significant editions of their popular labels. Limited edition packages started appearing in the 2000s as international brands like Johnnie Walker, Moët & Chandon and Hennessey recognized the growing importance of the market in Asia. This year, brands are looking to harness the (economic) power of the Wood Snake.
An occasion marked by gift-giving and gatherings that encourage toasts to health and prosperity, Lunar New Year is an ideal holiday for premium producers to leverage and appeal to local and international markets. Availability of these is no longer exclusive to the Asian market, select items are reaching parts of North America and Europe with large Chinese, Korean, and Vietnamese communities.
The exclusive packages can also attract interest from collectors and design buffs. They often sport eye-catching and colourful designs featuring gold and red to symbolize prosperity and good fortune respectively, with artistic interpretations of the animal sign associated with the year. Here are three to consider.
Haywire Lunar Red 2022 (Canada), $28.88
Haywire Lunar Red 2022 (Canada), $28.88Yellow Images/Supplied
Innovative Okanagan winery Haywire has been releasing a special Lunar New Year label annually since 2014. This year’s release is a merlot and cabernet franc blend from the 2022 vintage. Its rich and refreshing style is said to pair nicely with ginger beef as well as dishes that feature smoky or dark soy flavours. Available direct, okanagancrushpad.com
Hennessy VSOP Lunar New Year 2025 (France), $124.95
Hennessy VSOP Lunar New Year 2025 (France), $124.95Supplied
Maison Hennessy worked with Shanghai-based fashion designer Shuting Qiu to develop Lunar New Year editions of its classic VSOP and XO cognacs. Abstract representations of a snake, featuring a wash of colours and prints to represent its scales, are displayed on bold red coloured versions of Hennessy’s carafe-shaped bottles. Available in Ontario at the above price, $128.99 in British Columbia, various prices in Alberta.
Johnnie Walker Blue Label Year of the Snake Limited Edition (Scotland), $419.95
Johnnie Walker Blue Label Year of the Snake Limited Edition (Scotland), $419.95Supplied
Taiwanese American visual artist James Jean was commissioned to design the Year of the Snake label and package for Johnnie Walker’s traditional Blue Label blend. This is the twelfth Blue Label Lunar New Year edition, marking the completion of the full cycle of the zodiac calendar. Available in Ontario at the above price, $415 in British Columbia, various prices in Alberta, $399.99 in Manitoba.