An historic journey of good fortune

An historic launch for Chinese New Year

The stag has deep cultural resonance in China and Taiwan. For centuries, this creature has been associated with long life and prosperity

Joycelyn Seow, Consumer Engagement Manager

This Chinese New Year, Glenfiddich will take an historic journey of good fortune.

“Asian consumers more and more are seeking gifts with meaningful stories,” says Will Peacock, our Head of Luxury.

And with Glenfiddich’s strong heritage, history and success in the region, we felt there was a real opportunity to tell our Glenfiddich story in a culturally relevant way.

A mythical story of our iconic stag

“We’re the leading single malt company in China and number two in Taiwan.

“Glenfiddich is critical to future success in these markets,” says Will. “We wanted to tell the mythical story of our iconic stag travelling to Asia, as Charles Gordon did in 1909.”

“To help us accurately interpret the vision, we teamed up with acclaimed Chinese artist Rion Wang,” he adds.

And the result is a stunningly intricate design that celebrates Scotland and countries in Asia.

“Chinese New Year was already a big moment for us, accounting for more than 30 per cent of all luxury spirits in Greater China,” says Will.

“This new luxury campaign helped us tap deeper into this special period in consumers’ calendars."

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