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Glenfiddich launches Chinese New Year gift pack for its 18 Years Old whisky

Glenfiddich is embracing the Lunar New Year holiday with the launch of a limited-edition Chinese New Year pack for its 18 Years Old Scotch whisky. 

The William Grant & Sons brand has unveiled the imaginative gift pack, designed by Chinese illustrator Rlon Wang, alongside two experiential travel retail pop-ups to mark the occasion. 

Following Glenfiddich's 2020 partnership with Rlon Wang, for which he created a special-edition pack design based around the brand's stag icon, the 2021 18 Years Old release will focus on the theme of returning and reuniting with loved ones.

It comes after Glenfiddich unveiled a 21 Years Old special-edition pack for Chinese New Year 2021.

Rlon's design combines Scottish and Asian elements in a warming evocation of the countries' long-standing connection - not least through Speyside whisky legend Charles Gordon, who travelled to Asia to showcase Scotch whisky to the wider world.

Wang said: "I wanted to tell a story that evokes the warmth and excitement of Lunar New Year – the irreplaceable feeling and anticipation of finally coming home to loved ones. Inspired by the Glenfiddich spirit of experimentation and adventure, I created an illustration that comes alive with symbols of generations old and new. I loved playing with the symbiosis of Chinese and Scottish cultures – two connected countries on opposite sides of the world."

The limited-edition design appears on the Glenfiddich 18 Years Old pack, a fruity and robust oak expression matured in Spanish Oloroso wood and American oak by malt master Brian Kinsman. 

The Chinese New Year pop-ups, launching alongside the special 18 Years Old release, will run until the end of March at China Duty Free Mall and the end of February ay Lagardère Duty Free in Sanya, Hainan. Each pop-up offers shoppers the chance to taste the Glenfiddich 18 Years Old and 21 Years Old, and offers a range of premium gifts and the chance to participate in a Chinese New Year draw.

Matthew Williams, regional director of GTR – Asia Pacific and Middle East for William Grant & Sons, said: 'Despite the challenging year we had last year, we see green shoots emerging slowly but surely in the region, and being a family-owned company has afforded us the opportunity to invest ahead in the channel for the longer term. Our investments in the channel reflect the continued confidence our executive board has and our commitment to our partners.

"There are great opportunities for our portfolio throughout Asia Pacific, and particularly in China for the Lunar New Year occasion, and we look forward to continuing to deliver exceptional consumer experiences with our valuable partners such as CDF Group and Lagardère both in-store and online."

9 February 2021 - Bethany Whymark