"Like a Blue Dragon, Intensely"… Capturing the Cheongryong on a Liquor Bottle

Ayoung FBC Launches 'Diablo Cheongryong Edition'
Kwangjuyo Introduces 'Hwayo 53' 12 Zodiac Limited Edition Soju
Intense Flavor and High Alcohol Content Reflect the Dragon's Strong Image

The alcoholic beverage industry is increasing the release of products themed around the Blue Dragon to mark the year of the Green Dragon, Gapjin Year (甲辰年) 2024. Since dragons have long been regarded as auspicious legendary creatures, and the mysterious yet strong image of the dragon aligns well with high-proof alcoholic beverages that offer intense flavors or strong impact, companies see this as a fitting concept.

Ayoung FBC 'Diablo Cheongryong Edition'

According to the industry on the 12th, Ayoung FBC recently launched the limited edition "Diablo Cheongryong Edition" of its flagship wine, "Casillero del Diablo." The Cheongryong Edition was planned in collaboration with Chile's largest wine company, Concha y Toro, and is a product exclusively introduced for the Korean market.

Ayoung FBC confirmed the demand for limited edition wines by selling out the "Diablo Dokkaebi Edition," which was launched early last year, and based on this, plans to release products themed on the 12 zodiac signs every year at the beginning of the year starting this year. The Cheongryong Edition, the first to be released, has already shipped all approximately 250,000 bottles prepared.

An Ayoung FBC representative explained, "We proposed the related plan to Concha y Toro in the first half of last year and prepared the product for more than six months while exchanging drafts and designs. Since it is a product prepared with a case that contains meaning and fun at an affordable price, it seems to be receiving a good response from consumers."

Lotte Chilsung Beverage also partnered with Australia's Killikanoon Winery to introduce the limited edition wine "Killikanoon The Dragon Shiraz." This product, inspired by the Blue Dragon talisman of Gyeongbokgung Geunjeongjeon Hall, is evaluated as well expressing the strong image of the dragon within the wine. Made from Shiraz, Australia's representative grape variety known for its distinctive body and rich tannins, it impresses with abundant fruit flavors and a long finish. With an alcohol content of 14.5%, it is made to pair well with various meats, spicy dishes, and Korean cuisine.

Gwangjuyo Group 'Hwayo 53 Cheongryong Edition'

Hwayo, the representative producer of distilled soju from the Gwangjuyo Group, also introduced the 12 zodiac limited edition product "Hwayo53 Cheongryong Edition" for the first time this year. Launched in 2015, Hwayo53 is a hard liquor type distilled spirit with the highest alcohol content of 53 degrees among currently sold Hwayo products. A Hwayo representative said, "Hwayo53 has had a dragon pattern designed on the bottle packaging since its launch. Coinciding with the year of the Blue Dragon, we released a limited edition product and have shipped all 20,000 bottles produced." Hwayo is currently reviewing internally whether to release related limited edition products annually in the future.

Diageo Korea, which had released the 12 zodiac editions of "Johnnie Walker Blue" for six consecutive years until last year, launched it again this year without fail. The "Johnnie Walker Blue Year of the Dragon Edition," created in collaboration with visual artist James Jean, features packaging dynamically designed with the image of a blue dragon. Notably, this year the alcohol content was raised to 46 degrees to emphasize a strong impact and image, differentiating it from the regular product released at 40 degrees.

Alcohol companies believe that the 12 zodiac marketing at the beginning of the year easily attracts consumers' attention intuitively and that the rarity of limited editions can lead to demand for Lunar New Year gifts. "Although limited edition marketing using characters like Blue Dragon wine and Blue Dragon soju has become common, its intuitive advantage still makes it very effective," they said. "The release of products using related marketing will continue for the time being."

Diageo 'Johnnie Walker Blue Dragon Edition'

This content was produced with the assistance of AI translation services.