Johnnie Walker, part of Diageo, has launched a limited-edition Lunar New Year design for Johnnie Walker Blue Label.
The offering, created by acclaimed Asian-American visual artist James Jean, celebrates the Year of the Snake. It marks the second collaboration between the artist and Johnnie Walker, following last year’s successful Year of the Dragon design.
The Year of the Snake creation symbolises themes of renewal and transformation, reflecting Johnnie Walker’s core values of progression and self-reinvention. Jean’s intricate artwork reimagines the 2025’s Chinese Zodiac animal through three snake illustrations representing wisdom, intelligence and intuition. The snakes are depicted shedding their skins amid blooming flowers, a visual metaphor for embracing new beginnings.
The imagery pays homage to the traditions of Lunar New Year while incorporating a modern aesthetic.
Born in Taipei and based in Los Angeles, Jean is known for his ability to work across multiple genres with an imaginative and multi-dimensional approach. Jean’s art draws inspiration from traditional Chinese scroll paintings, Japanese woodblock prints and Renaissance portraiture; blending these styles into a distinctive visual language.
Jean took inspiration from the complex layers of flavour crafted by Johnnie Walker Master Blender Emma Walker and her team. Johnnie Walker Blue Label is renowned for its use of some of the rarest whiskies in the brand’s extensive reserves, including rare casks from long-closed ‘ghost’ distilleries.
In addition to the Blue Label design, Jean has created illustrations for the Lunar New Year John Walker & Sons XR 21 Year Old Limited Edition. The Lunar New Year Limited Edition designs are available in selected markets, further strengthening Johnnie Walker’s presence in the luxury spirits sector and its connection to important cultural celebrations.
Johnnie Walker Global Brand Director Jennifer English said: “James Jean’s stunning portrayal of the snake for the Johnnie Walker Blue Label Lunar New Year 2025 collection masterfully intertwines tradition and innovation. Just as Johnnie Walker embodies progress with our Keep Walking spirit, Jean has brilliantly woven a connection between heritage and forward-thinking vision.
“His snake design represents transformation and resilience, reflecting both the legacy of our brand and the promise of the future. We’re excited to commemorate the Year of the Snake with this remarkable, limited-edition design that is perfect for celebrating this year’s festival.”
Jean added: “I portrayed the snake shedding its skin to represent the idea of renewal and growth. The three snakes symbolise 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.” ✈
