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Chivas Brothers unveils limited-edition releases to celebrate Lunar New Year

31/01/2024
The Glenlivet TCM LNY Dragon

CHIVAS Brothers, the Pernod Ricard business dedicated to Scotch whisky, today announces the celebratory release of three limited-edition products for both The Glenlivet and Royal Salute as its renowned brands celebrate the Year of the Dragon this Lunar New Year.

To mark the occasion, Chivas Brothers proudly unveils:

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  • Royal Salute’s Lunar New Year Celebratory Release: A special edition gift pack, exquisitely designed by Chinese-born artist Yunshu Li, which captures the global cultural significance of Lunar New Year and houses a flagon of the Royal Salute 21-Year-Old Signature Blend.
  • The Glenlivet 18-Year-Old Single Malt Whisky: Introducing a statement limited-edition Lunar New Year design for The Glenlivet 18-Year-Old single malt whisky, this exclusive release pays homage to the Year of the Dragon with an intricately crafted illustration that captures the essence of the Lunar New Year’s cultural significance and adds a distinctive twist to the classic 18-Year-Old packaging.
  • The Glenlivet Rare Cask Single Malt Scotch Whisky: Exclusive to Global Travel Retail, The Glenlivet Rare Cask is the pinnacle of The Glenlivet’s Triple Cask Matured Single Malt Whisky Series, making this small batch, rare whisky – with its distinctive limited-edition Year of the Dragon design – a must-have for collectors. 

The limited-edition releases – unveiled specially to mark the Lunar New Year – reflect the growing demand for exclusive, collectable items among consumers, and how Chivas Brothers is meeting this demand through its premiumisation strategy.

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