American Marketer

Food and beverage

Johnnie Walker walks Striding Man’s dogs for Chinese New Year

December 28, 2017

Johnnie Walker Blue Label Year of the Dog limited-edition bottle features four dogs. Image credit: Johnnie Walker


Scotch whisky-maker Johnnie Walker is honoring the bond between man and man’s best friend for a limited-edition Blue Label bottle collaboration for Chinese New Year.

On Feb. 16, 2018, the Chinese will celebrate the beginning of the Year of the Dog, and Johnnie Walker is ensuring that its scotch will be among gift considerations for the holiday. With scotch becoming increasingly popular in Asia, Johnnie Walker has been proactive in creating localized products and designing exclusive experiences for consumers in the market by way of its Johnnie Walker House lounges and travel retail (see story).

“During this celebratory season it's wonderful to be able to create a one-of-a-kind gift from such an iconic whisky brand,” said Dayalan Nayager, managing director of global travel at Diageo, Johnnie Walker's distributor, in statement.

“The exquisite design of the Johnnie Walker Blue Label Year of the Dog limited-edition bottle reflects the quality of the whisky within the bottle,” he said. “It is the ideal gift for travelers to celebrate this special time of year.”

Keep walking the dog
For its Chinese New Year collaboration, Johnnie Walker has partnered with Page Tsou, a multi-award winning Taiwanese artist. The artistic collaboration is exclusive to Johnnie Walker Blue Label bottles, the distiller’s high-end Scotch whisky.

The collaboration between Johnnie Walker and Mr. Tsou was inspired by the special bond between a man and his dog. Using the Johnnie Walker “Striding Man” motif as a central point, Mr. Tsou’s bottle art explores the relationship between the character and four canine companions.

Mr. Tsou also gave the bottle art a Chinese New Year context through the use of lanterns, fireworks and dancing dragons so that the collaborations also honors the Year of the Dog.

Page Tsou included Chinese New Year and Johnnie Walker elements in his Blue Label bottle design. Image credit: Johnnie Walker

“It is an honor to have been commissioned to create the Johnnie Walker Blue Label Year of the Dog bottle,” said Mr. Tsou, in a statement. “The precious design consists of a total of four dogs all chose for their special meaning in Asia.

“This unique design tells the story of Johnnie Walker’s Striding Man and a loyal companion as they journey around the world bringing prosperity and rejoicing in the arrival of the new year,” he said. “The design also contains various symbols of wealth and prosperity making this bottle extremely unique and the perfect gift to give this Chinese New Year.”

Distributed by Diageo, The Johnnie Walker Blue Label Year of the Dog limited-edition bottle will be exclusive to travel retail and will be sold by select duty-free retailers around the world. The 1 liter bottle will retail for a recommended selling price of 175 pounds, or $235 at current exchange rates.