Glenfiddich has launched a limited-edition Chinese New Year 18 Year Old Scotch Whisky in a gift pack designed by Chinese illustrator Rlon Wang. The iconic Speyside brand also unveiled two experiential travel retail pop-ups in Hainan, China.
The distillery and Wang also collaborated on a special edition of the Scotch Whisky last year, which explored the “mystique and magic” of the royal stag icon and re-imagined the journey to China made over a century ago by Charles Gordon (son-in-law of Glenfiddich founder William Grant).
The 2021 edition focuses on “return” – reuniting at home with family and friends. Inspired by the story of Charles Gordon, who left Speyside with just a few cases of Whisky and returned a year later after winning the hearts of Whisky lovers across Asia. The artwork conveys the spirit of the famous oil painting The Monarch of the Glen.
“I wanted to tell a story that evokes the warmth and excitement of Lunar New Year – the irreplaceable feeling and anticipation of finally coming home to loved ones,” said Wang. “Inspired by the Glenfiddich spirit of experimentation and adventure, I created an illustration that comes alive with symbols of generations old and new. I loved playing with the symbiosis of Chinese and Scottish cultures – two connected countries on opposite sides of the world.”
The limited-edition Chinese New Year design is created for the Glenfiddich 18 Year Old Whisky, which was matured in Spanish oloroso wood and American oak by Malt Master Brian Kinsman. In December, Glenfiddich released a limited edition Chinese New Year edition of its 21 Year Old Reserva Rum Cask Finish Whisky, with packaging also designed by Wang.
Glenfiddich has also introduced Chinese New Year popups at China Duty Free Mall and Lagardère Duty Free in Sanya, Hainan, the former will run until the end of March, the later till the end of February.
“Despite the challenging year we had last year, we see green shoots emerging slowly but surely in the region, and being a family-owned company has afforded us the opportunity to invest ahead in the channel for the longer term,” said said Matthew Williams, Regional Director of GTR – Asia Pacific & Middle East for William Grant & Sons. “Our investments in the channel reflect the continued confidence our executive board has and our commitment to our partners,”
“There are great opportunities for our portfolio throughout Asia Pacific, and particularly in China for the Lunar New Year occasion, and we look forward to continuing to deliver exceptional consumer experiences with our valuable partners both in-store and online,” he added.