One of the most widely celebrated holidays around the world, Lunar New Year is traditionally marked by gatherings, special meals and festive rituals, bringing in demand for premium beverages that align with holiday traditions.
For retailers, stocking the right products can create a culturally inclusive shopping experience and connect with consumers in a meaningful way, and in this feature, we explore top product recommendations and strategies for Lunar New Year liquor retailing.
Penfolds unveils Year of the Snake gifting series
Starting from January 29, Lunar New Year 2025 will be the year of the snake, a symbol of elegance, transformation and infinite wisdom, and Penfolds is celebrating the snake zodiac with the launch of the Penfolds Lunar New Year Snake gifting series.
Now available nationwide, the gift box features collectable designs across a selection of Penfolds wines, including Penfolds Grange 2020, Penfolds Bin 707 Cabernet Shiraz 2022, Penfolds RWT Bin 798 Barossa Valley Shiraz 2022 and Penfolds Bin 389 Cabernet Shiraz 2022.
Designed to honour the special occasion, Penfolds Lunar New Year Snake features a unique gold embellished design showing the snake moving across the box in various angles, and for the first time in its Lunar New Year series, includes Penfolds 389 Cabernet Shiraz 750ml formats with the snake design on the bottle label.
Distributor: Penfolds
“Lunar New Year is a 15-day celebration so it is important to expect the majority of sales to happen in the first week, however people will still be celebrating throughout the entire festival.
“Asian beers are popular throughout the whole festival, namely Tsingtao. The top gifting lines are premium whiskies like Johnnie Walker Blue Label and cognacs like Henessey. Another popular gifting line is premium, collectable red wines like Penfolds.
“We see an enormous uplift in Chinese Baijiu. It is a respected drink, a traditional white wine that is drunk on special occasions. Our best sellers are Yanghe Ocean Blue or the more premium Wuliangye or Guojiao National Cellar.”
Claudia Castles, Store Manager, Dan Murphy’s Bulimba
Give the gift of Kuni Zakari Sake
Established in 1844, Kuni Zakari is a Japanese producer that maintains the tradition of its origins while welcoming modern techniques to craft quality sake.
Kuni meaning ‘country’ and Sakari meaning ‘prosperity’, Kuni Zakari roughly translates to ‘flourishing along with the growth of Japan’, with Kuni Zakari Gahoujin Junmai Daiginjo being the flagship product, and Gahoujin translating to ‘encounter’.
Crafted using 100 per cent sake specific rice Yamadanishiki, Kuni Zakari Gahoujin Junmai Daiginjo is limited in production to 2000 handmade bottles per year, making it an excellent choice for Lunar New Year gift-giving and celebrations.
Tasting notes describe fresh apple on the nose, creamy texture with fruit sweetness on the palate, and a long, clean finish. Kuni Zakari Gahoujin Junmai Daiginjo is best paired with light cheese, vegetable dishes, fish carpaccio and steamed shellfish.
Distributor: Deja Vu Sake
Château Tanunda marks Lunar New Year with limited release
In time for Lunar New Year, Château Tanunda has released its ‘Year of the Snake’ Limited Reserve Grand Barossa Shiraz Magnum 2023, its fifth installment in the Lunar New Year collectable series.
This reserve wine is made from grapes from a selection of Shiraz vineyards across the Barossa. It’s blended and matured in a combination of both French and American oak which offers aromas of blackberry, plum, and black pepper, leading into a spicy, dark berry palate.
Available exclusively in a 1.5-litre magnum, the limited release features a gold snake illustration across the bottle and is packaged in a red gift box, making it an ideal gift celebrate the holiday period.
Michelle Geber, second-generation Managing Director of Château Tanunda says the Lunar New Year collection has become one of the winery’s most eagerly awaited traditions.
“The Year of the Snake edition continues this legacy, showcasing an intricately designed label that captures the grace and mystique of the snake, a symbol of wisdom and determination,” she said.
Distributor: Château Tanunda
“With stores in and around the Chinatown area of the Sydney, preparation, in-store theatre to add a sense of occasion, and product selection is key. Status plays a big part in gift-giving and consumption for Lunar New Year so ensuring sufficient stocks of the special limited-edition Hennessy Cognacs, especially the XO, as well as Penfolds premium reds is vital.
“Our Baijiu sales, especially Moutai, increase significantly over this period, both in-store and online, as Baijiu is traditionally given as a gift during Lunar New Year which leads to trading up to the more premium and harder to source Moutai products.”
Andrew McKay, Associate Director, Red Bottle
Celebrate Lunar New Year with China’s national liquor
Widely known as China’s national liquor, and the world’s most valuable liquor brand, Kweichow Moutai is a popular choice for many who celebrate Lunar New Year. The flagship offering, Flying Fairy, a classic Chinese Jiang fragrance liquor, is an award-winning spirit that pairs well with any Chinese cuisine.
Bottled at 53 per cent ABV, Kweichow Moutai Flying Fairy has a sauce aroma style, reminding drinkers of soy sauce, with prominent Jiang fragrance on the nose and complex aromas of baking, flowers, fruit, sweetness, dried plants and sourness.
On the palate, tasting notes describe flavours of pear, pineapple and white chocolate, leading to a long and complex finish with savoury, meaty and fruity notes.
Moutai is deeply rooted in Chinese culture, and as a symbol of celebration and prestige is a popular choice for gift-giving and enjoyment on special occasions.
Distributor: Kweichow Moutai
Meaningful gift-giving with Taylors Wines
Designed to bring joy and good fortune to its recipients, Taylors Wines’ St Andrews Shiraz 2020 Lunar New Year Gift Box is a meaningful gift for those who celebrate Lunar New Year.
Celebrating the Year of the Snake, the limited-edition release is packaged in a bespoke gift box adorned with gold snake detailing. Inside, you’ll find a premium Shiraz crafted from Taylors’ St Andrews range.
Tasting notes for this special wine describe aromas of violets, dark plum and liquorice with complex layers of creamy American oak. On the palate, the Shiraz has fresh red berry fruit flavours complemented by mocha and vanilla spice.
Distributor: Direct
“For our store, Chinese New Year is one of the bigger events in the calendar. In fact, in some years it’s been bigger than Christmas, mainly driven by premium spirits, cognacs and whiskeys. Penfolds wine is certainly high on the consumers wish list for gifting and for the celebratory nature of Chinese New Year.
“It’s a different marketing exercise than your traditional customer, you have to understand the mindset of this consumer, and what they’re doing with the product. There are also certain colours, numbers and money that are really important to the event.”
Giuseppe Minissale, Director, Porters Liquor Lansvale
23rd Street Distillery releases Year of the Snake Whisky
23rd Street Distillery has honoured the 2025 Lunar New Year with an exclusive Australian single malt whisky release, Year of the Snake Whisky, crafted as a celebration of the Chinese zodiac.
Kangaroo Island barley imparts a deep flavour on the whisky, which was then distilled in a century-old copper pot still, aged in 15-year-old Galway Pipe Tawny casks and matured in charred oak barrels.
Paul Burnett, Distiller at 23rd St Distillery, says: “Each sip reveals a balance of indulgent toffee, ripe raisins, and a subtle warmth of spice – an experience crafted to evoke the richness of our heritage and the artistry behind every detail. Our hope is that this release brings good fortune and warmth to all who experience it, honouring both tradition and the journey of refinement.”
Packaged in a luxury gift box, each bottle of Year of the Snake Whisky is adorned with intricate designs by Sydney artist Chris Yee that portray the snake’s symbolic pursuit of refinement, elegance and wisdom in a blend of traditional Chinese colours, linework, flora and modern design.
Retailing at $225, availability is limited to 3,600 bottles worldwide, making Year of the Snake Whisky a true collector’s item and a fitting tribute for those celebrating Lunar New Year.
Distributor: Vok Beverages
Handpicked Wines celebrates the lunar calendar
Ringing in Lunar New Year celebrations, Handpicked Wines has added two Year of the Snake themed gift boxes to its red wine collection.
The limited-edition Year of the Snake Snake Barossa Valley Shiraz 2018 and Coonawarra Cabernet Sauvignon 2018 retail at $70 each, presented in a unique red gift box wrapped with a gold snake.
The Shiraz is described as being a rich and full-bodied wine with cherry fruit and spice flavours, while the Cabernet Sauvignon boasts layers of rich dark fruit and soft tannins.
Distributor: DMG Fine Wine