• by Fern Siegel , February 7, 2025

Johnnie Walker Blue Label is honoring the Chinese Year of the Snake with a humorous spot and a limited-edition bottle, designed by artist James Jean. Three snakes represent three attributes: wisdom, intelligence and intuition. Surrounded by blooming flowers, they shed their skins as an act of renewal.

This bottle completes the entire Lunar New Year zodiac cycle.

The creative by Hypebeast is now live on social networks, such as Instagram, as well as Johnnie Walker's social channels.

Emmy-winning "Daily Show" correspondent Ronny Chieng teams with his wife Hannah Pham to celebrate with food and Johnnie Walker Blue Label, which they enjoy as a Golden Orange Old Fashioned, a twist on their favorite cocktail. Chieng explains holiday customs, such as exchanging gifts and preparing Yu Sheng, a vibrant dish incorporating ingredients symbolizing prosperity, longevity and abundance.

“Lunar New Year is all about coming together to celebrate and honor family traditions, but it also offers an opportunity to evolve those customs,” says Chieng.

New York's Chinatown is holding a Lunar New Year celebration Feb. 7-9, as well as the  Lunar New Year Parade & Festival on Feb. 16. The  New York Philharmonic commemorates the holiday with a Lunar New Year Concert on Feb. 11.

Johnnie Walker is also launching the next iteration of The Johnnie Walker Blue List, a digital guide that showcases the best bars and restaurants to enjoy Blue Label cocktails and food pairings in cities across the U.S.

“The Blue List invites fans to actively participate in the future of the celebration, offering a fresh way to honor Lunar New Year traditions while supporting the communities that celebrate it,” says Josh Dean, vice president of Johnnie Walker at Diageo North America.

Johnnie Walker brands — Johnnie Walker Red Label, Blonde, Black Label, Double Black, Green Label, Gold Label Reserve, Aged 18 Years and Blue Label — account for more than 22 million cases sold annually, according to International Wine and Spirits Record.