Branding
Thursday February 11, 2021 By David Quintanilla
Glenfiddich Launches 2021 Lunar New Year Whisky | Dieline


The Lunar New Yr is a momentous event and a celebration typically related to loads of journey because the spring interval across the holiday-known as Chunyun in China-lasts about 40 days. In 2019, the final Chunyun earlier than COVID, the Chinese language Ministry of Transportation estimated that just about 3 billion trips would get made throughout the interval. Visiting and reuniting with household throughout Lunar New Yr is a big a part of the annual vacation, particularly when so many college students and professionals work in Particular Financial Zones removed from the traveler’s authentic residence.

Editorial photograph

It is that annual sojourn residence that conjures up the packaging for Glenfiddich’s 2021 Lunar New Yr Whisky packaging, that includes beautiful art work by Shenzhen-based Rlon Wang that depicts the numerous methods of creating that voyage, together with a big prepare, air balloon, by boat, and even biplane. Different holiday-specific particulars for the 21-year-old whisky make their presence identified, comparable to dancing lions and an imposing stag that stands within the heart of the 4-panel illustration. Impressed by the portray The Monarch of the Glen, Wang’s depiction of the mighty stag, an emblem of wealth, prosperity, and longevity, is a mix of Chinese language and Scottish imagery and is the star of the limited-edition field.

Editorial photograph

A model of the design seems on an 18-year limited-edition scotch field as effectively, and in step with the touring residence theme, Glenfiddich is working pop-ups throughout stations in China, CDF Mall in Haitang Bay, and Lagardère Journey Retail retailer in Sanya, each common vacationer locations.



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