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Alcohol Brands Embracing the Year of the Dragon with Marketing Campaigns for Chinese New Year

With the Year of the Rabbit coming to an end and the Year of the Dragon just one week away, Chinese New Year festivities are ramping up. As the countdown to New Year’s Eve begins, the excitement reaches a crescendo, and communities come together to celebrate. The vibrant atmosphere of Chinese New Year is a testament to the rich cultural heritage and traditions that unite people in a spirit of renewal, hope, and celebration.

This period is a perfect opportunity for brands to leverage marketing efforts in creative and culturally relevant ways. With the festive spirit permeating every aspect of life during this time, brands can tap into the excitement and sense of renewal associated with the Chinese New Year to engage with consumers. With the incoming of the Dragon year, we see brands revolving their marketing in a ‘dragon-inspired’ manner.

Alcohol brands have been a standout in the market by successfully leveraging their brand and products to reach the Chinese market. This will ultimately enhance consumer interest and drive sales as it taps into a new range of consumers.

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Asahi Super Dry Pixel Art Edition. Credit: Asahi

Asahi, Japan’s top-selling beer brand, is ringing in Lunar New Year 2024 with a modern artistic touch. Collaborating with acclaimed Japanese pixel artist Hermippe, Asahi has released a limited-edition beer can featuring a pixelated dragon design, marrying traditional Chinese New Year symbolism with innovative packaging. To enhance the celebration, Asahi has partnered with bak kwa brand Fragrance to offer a special bundle of Chinese New Year snacks, including bak kwa, crispy pork floss tots, pandan kueh lapis, and pineapple tarts, curated to perfectly complement Asahi beer’s signature flavour profile.

Infusing tradition and artistry, Glenfiddich is welcoming in Chinese New Year. Collaborating with Japanese multidisciplinary artist Raku Ionue, the renowned whisky brand introduced “A Gift for Blossoming Future,” a limited-edition gift pack adorning their core range of single malts aged 12, 15, 18, and 21 years. Ionue’s designs, inspired by nature and the Wood Dragon, breathe new life into Glenfiddich’s iconic bottles. Each pack includes a bottle of whisky and a Glenfiddich-branded whisky glass, available for purchase online and at the Glenfiddich Chinese New Year Pop-Up Experience at Suntec City from January 25 to February 4, 2024.

Glenfiddich 12 Year Old Chinese New Year Gift Pack 1
Glenfiddich A Gift for Blossoming Futures gift packs. Credit: Glenfiddich

Johnnie Walker elevates its premium Blue Label for Chinese New Year through an exclusive collaboration with renowned visual artist James Jean. With a portfolio boasting Hollywood blockbuster posters and covers for DC and Marvel Comics, Jean brings his unique artistic vision to reinterpret the Wood Dragon in a sleek and wondrous style. This partnership not only enhances the exclusivity of Johnnie Walker Blue Label but also captures the bold optimism embodied by the brand’s motto, Keep Walking. By leveraging Jean’s influence and artistic expertise, Johnnie Walker creates a captivating brand experience that resonates with consumers during the celebration of Chinese New Year.

These are just a few alcohol brands that take advantage of the untapped market the Chinese New Year presents. By incorporating artistry and tradition, brands can align their marketing strategies with the themes and exciting that the Chinese New Year presents.

Penfolds Year of the Dragon Bin 707 Cabernet Sauvignon 2021
Penfolds Year of the Dragon. Credit: Penfolds
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