Johnnie Walker unveils a new Lunar New Year Limited Edition design for Johnnie Walker Blue Label, crafted by acclaimed Asian-American visual artist James Jean.
The vivid design for the Year of the Snake features an innovative and dynamic interpretation of 2025's Zodiac animal and marks an extension of the collaboration between Johnnie Walker and James Jean, following last year’s popular design for the Year of the Dragon, the brand says. His new design for 2025 symbolizes an auspicious ambition for constant progression and self-reinvention, reflecting the values at the heart of Johnnie Walker, it adds.
Regarded by many as the most enigmatic of all Zodiac animals, the snake is renowned for the ability to renew itself, according to the company. Reimagined by Jean, three snakes representing three attributes of wisdom, intelligence, and intuition, are surrounded by blooming flowers, shedding their skins to embrace the next chapter in life.
Just as Johnnie Walker Blue Label keeps evolving and transforming over the course of its history, the Year of the Snake symbolizes the courage and agility needed to shape a promising, new future, it notes. This limited-edition design pays homage to the traditions of Lunar New Year but adds a future-facing design twist.
“I portrayed the snake shedding its skin to represent the idea of renewal and growth,” Jean said in a statement. “The three snakes symbolize the attributes of wisdom, intelligence and intuition, while also representing the past, present and future. The snakes are constantly growing, transforming, and adapting to changing conditions.”
Josh Dean, vice president of Johnnie Walker at Diageo North America, added: “It has become a cherished tradition over the past 13 years for Johnnie Walker to release an annual Lunar New Year Blue Label bottle, a custom that has become an integral part of so many people’s celebrations as they gather, gift, and savor. As these traditions are passed down through generations, we’re honored to play a role in making each Lunar New Year even more memorable year after year.
“This year, we’re proud to showcase the stunning artistry of James Jean for the Year of the Snake, blending Johnnie Walker’s defiantly optimistic ‘Keep Walking’ message with the timeless traditions of the season,” he continued. “We’re excited to continue being part of these special celebrations and look forward to sharing more with our fans this January.”
Jean also designed illustrations for the Lunar New Year John Walker & Sons XR 21 Year Old Limited Edition Design. Johnnie Walker Lunar New Year Limited Edition Designs are available in selected markets globally.
