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Johnnie Walker launches CNY Blue Label range
Capitalizing on the upcoming Chinese New Year, Johnnie Walker has unveiled its collector’s Blue Label range which commemorates the Year of the Rooster.
With a hefty price tag of S$330 (HK$1780) per bottle, the Year of the Rooster range depicts ‘four aspects’ of the feathered Chinese Zodiac sign, including the Herald, the Prospector, the Pioneer and the Adventurer.
Printed in gold with Chinese calligraphy, the collection consists of only 90 bottles in Singapore and is available from premium retailer, Asher BWS.
The 10th animal in the Chinese Zodiac, the Rooster is traditionally associated with good fortune and confidence in Chinese culture.
“The Year of the Rooster signifies fresh starts and new beginnings as we move into a brand new year,” said Rajesh Joshi, Moet Hennessy Diageo’s marketing director.
Johnnie Walker’s Blue Label is the brand’s premium no-age-statement label and is one of the most expensive blended Scotches available on the market.
Chinese New Year which this year starts on Saturday, 28 January is a time when millions of people around Asia travel to see their families and is one of the busiest times for airports and travel retail.
Consequently, many premium spirit and wine brands capitalize on this sudden influx of people by launching limited edition or Chinese New Year branded products.