Celebrate the year of the dragon

Johnnie Walker, the world’s number one Scotch Whisky, is launching a new design for the Johnnie Walker Blue Label Lunar New Year Limited Edition, designed by Asian-American artist James Jean. Perfect for ringing in the new Year of the Dragon.

”Many consider the dragon to be the most powerful animal of the Chinese zodiac, and the Wooden Dragon felt remarkably close due to the natural elements presents in my work” – James Jean.

The vibrant design for the Year of the Dragon offers an innovative and dynamic interpretation of the Chinese zodiac for 2024. The dragon is widely considered the most powerful animal sign of all the Chinese zodiac signs and symbolizes life and creativity, as well as a harbinger of future prosperity in traditional Asian culture.

Born in Taipei, raised in New Jersey, and a graduate of the School of Visual Arts in New York, James says: ”With Johnnie Walker Blue Label Lunar New Year, we wanted to create a dragon that felt different, new, and innovative – while respecting the past but also looking to the future with optimism; as well as the Johnnie Walker Keep Walking Spirit.”

Residing in LA, James sought inspiration for his designs in the unique layered flavor that Johnnie Walker Master Blender Emma Walker and her team add to Johnnie Walker Blue Label – a whiskey crafted from a selection of the rarest whiskies from Johnnie Walker’s maturing Scottish reservers. It even includes some irreplaceable casks from distilleries that have long been, making it a unique and valuable blend.

‘In the image, there are multiple hidden elements – layers to discover, much like the layers in this unique whiskey,” says James Jean. ”I have included chrysanthemums, from which liquid gold flows – inspired by Johnnie Walker whiskies – and hummingbirds sipping on precious nectar. I want the viewer to peel back the layers and discover more the longer they took. I want my work to function from afar but reveal more details as you explore the image up close.”

Joao Matos, Global Marketing and Innovation Director of Johnnie Walker, adds: ”James Jean’s remarkable interpretation of the Wooden Dragon for Johnnie Walker Blue Label Lunar New Year embodies the essence of tradition and innovation. James has beautifully blended respect for the past with an optimistic view of the future. His dragon, crafted from flowers and organic elements, is a symbol of the power of creativity and connection. ”We are delighted to celebrate the Year of the Dragon with this beautiful, limited edition design.”

James has recently collaborated closely with Hollywood directors on promotional posters for various award-winning films. Jean is primarily known for his versatile and imaginative approach to imagery, combining contemporary themes with aesthetic techniques inspired by traditional Chinese paintings, Japanese woodcuts, and Renaissance portraiture.

The Johnnie Walker Blue Label Limited Edition x James Jean is available from January 8, 2024, for €239.99 euros via malts.com.