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Spirits

Hennessy, Don Julio, and Johnnie Walker Are All Dropping Lunar New Year Spirits

The Lunar New Year trend in the spirits industry shows no sign of slowing down.

By Jonah Flicker

December 12, 2025
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Photo: Hennessy

The holidays are nearly upon us, but the celebration continues long after January 1 when the Chinese Lunar New Year and all its festivities begin. This year, the Lunar New Year starts on February 17, and to celebrate the occasion some major Cognac houses, as well as some scotch and tequila brands, are releasing special edition bottles, from newly designed labels to high-priced, high-end expressions. Despite the overall slump of sales in the spirits industry, China continues to be a strong market for luxury bottlings. So it makes sense that major brands across all categories are trying to appeal to those who celebrate this very popular and traditional holiday, not just in China but around the world. Hennessy, which is perhaps the most familiar name in Cognac, is releasing a super high-end new bottling called Hennessy Zodiac Collection: The Horse Edition. This is the first edition of what will ultimately be a 12-piece set created by master..

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