The snake’s sleek physical form and its symbolic richness have made it a compelling subject in art for millennia, often depicted on the crowns of pharaohs in Ancient Egypt, seen as a divine being in Hindu and Buddhist art, and incorporated in Salvador Dalí’s surrealist works in modern art. It is also the sixth sign in the Chinese zodiac, where it is seen as a symbol of intelligence, and is associated with renewal and transformation. Like a snake shedding its skin, the world’s number one Scotch Whisky bids farewell to last year’s hugely popular design for the Year of the Dragon and emerges anew with a new Johnnie Walker Blue Label limited edition design by James Jean for the Year of the Snake.
The vivid design for 2025 marks the second consecutive year that Johnnie Walker has collaborated with the acclaimed Asian-American visual artist, one of the most influential in the world. The highly collectible bottle will enrich any Lunar New Year occasion and will be the ideal gift for the celebratory season that is sure to impress any discerning recipient.
Jean was born in Taipei and raised in New Jersey, going on to attend the School of Visual Arts in New York. Jean was previously a cover artist for DC Comics and Marvel Comics, garnering seven Eisner awards, regarded as the comic industry’s equivalent of the Academy Awards. He has worked extensively with Prada, with his works being exhibited worldwide at prominent spaces such as the Lotte Museum of Art in Seoul and the Vancouver Art Gallery.
The Serpent’s Tale
For the collaboration that proves Johnnie Walker’s commitment to powerful partnerships in culture, Jean conceived three striking snakes with dynamic splashes of colour—gold, orange, red and, of course, blue. These represent three attributes of wisdom, intelligence and intuition, surrounded by blooming flowers, shedding their skins to embrace the next chapter in life. Inspired by Johnnie Walker Blue Label’s depth of flavour and Jean’s Asian heritage, the illustrations celebrate Chinese and Japanese techniques with a contemporary twist.
Jean also sought inspiration for his designs from the layers of incredible flavour that Johnnie Walker Master Blender Emma Walker and her team bring to Johnnie Walker Blue Label—a whisky made using some of the rarest whiskies from the unparalleled Johnnie Walker reserves of maturing Scotch, including some irreplaceable casks sourced from long-closed ‘ghost’ distilleries. Regarded as one of the finest and most prized whiskies in the world, Johnnie Walker Blue Label offers a velvety smooth and vibrant experience, with layers of fruit, spice and long, lingering smokiness.
“With Johnnie Walker Blue Label Lunar New Year,” Jean explains, “we wanted to create a snake that felt different, new and innovative—respectful of the past but also looking to the future with optimism, in the same way that Johnnie Walker stands for progress through that incredible Keep Walking spirit.
“The intricate patterns, metallic textures, and vivid colours reference cloisonné, a Chinese art form used in decorative metalwork that became prominent during the Ming and Qing dynasties,” Jean adds. “The use of this style lends the piece a sense of elegance and cultural heritage. Serpents are often associated with wisdom, transformation, and power. They can symbolise renewal due to their ability to shed their skin, which you can see unfurling at various areas in the composition.
“In the Chinese zodiac, the snake is seen as enigmatic, intuitive, and wise, embodying both danger and beauty,” he said. “The artwork also celebrates the snake’s duality—its capacity to enchant and threaten, signifying transformation, protection, and cosmic order. This duality and complexity also reflect the flavour and experience of drinking Johnnie Walker Blue Label.”
A Conversation with James Jean
Can you walk us through your creative process in bringing this year’s Snake artwork to life?
I portrayed the snake shedding its skin to represent the idea of renewal and growth. The three snakes symbolise the attributes of wisdom, intelligence, and intuition, while also representing the past, present, and future. The snakes are constantly growing, transforming and adapting to changing conditions.
How does it feel to be able to pay homage to your Asian roots with this artwork?
As this is a global project, I’m grateful to be able to convey elements of my Asian identity in this artwork and share it abroad. Art should create connections, not only in the imagination and between people, but also create a bridge between the past and future. I’m grateful to play a part in this continuum of honouring tradition while showing a path forward, ever-evolving towards something new while paying deference to the past.
How do you hope fans will connect with or interpret your design when they see it on the Blue Label bottle?
I hope they will be drawn in by the unconventional design of the snakes, and be absorbed by the abundance of details in the scales and floral elements. With the decadent detailing and unfurling organic elements, I want the snakes to impart a sense of movement, growth and transformation. The different patterns and textures represent the patchwork of influences that comprise us all, as well as the nuanced and layered flavours of Johnnie Walker Blue Label.
What was it like working with such an iconic brand like Johnnie Walker?
The most exciting part of working with Johnnie Walker is having my artwork reach a broad global audience, and adorn something that can shared and cherished among people worldwide. It is a great surprise and joy when friends and fans of my work from all over the world see my artwork, and can integrate it into their lives in an accessible way through something that can be savoured over time. Also, the collaboration process was fairly seamless, as Johnnie Walker provided me with ample freedom and supported my vision.
How does Johnnie Walker’s ‘Keep Walking’ spirit align with your own values?
‘Keep Walking’ is a mantra that resonates deeply with me. It’s a reminder to persevere, embrace challenges, and continuously evolve. In both life and art, it encourages me to explore uncharted paths, experiment with new techniques, and stay committed to the journey of self-discovery.
What challenges did you face in translating your vision into a design that fits the brand’s identity?
The form of the serpent is very similar to the dragon. I had to find a way to differentiate the Snake from the last year’s Dragon, while maintaining the integrity of my artwork. To fuse with Johnnie Walker, an important binding element is colour. It took some effort to adjust the art to achieve the right hue of blue to match the bottle and the various contexts through which the art would be presented. Also, I had to adjust the snake to wrap around not only the box but also the bottle, so this required a fair bit of compositional engineering.
What feedback did you receive for the Dragon 2024 Johnnie Walker Blue Label artwork and the limited-edition product?
My friends and family were very excited to see the Dragon bottle during their travels. They would send me photos of the displays featuring my artwork from all over the world, and would also buy multiple bottles to send as gifts. Establishing this kind of connection between art, culture and community is why I enjoy collaborating with Johnnie Walker.
What can fans expect from you and Johnnie Walker in the future? Will you complete the other ten animals in the Chinese Zodiac for Blue Label?
I’ve loved this partnership with Johnnie Walker to celebrate the Year of the Dragon and the Year of the Snake. I believe my creative approach has reflected the core values of the brand—blending tradition with innovation—and I’d love to work with Johnnie Walker again in the future to explore this even further.
The limited-edition Johnnie Walker Blue Label Lunar New Year 2025 is now available at selected premium outlets.
Lead image: Artist James Jean’s limited-edition Lunar New Year 2025 designs for Johnnie Walker Blue Label and auspicious serpents dancing among festive lanterns for John Walker & Sons XR 21, celebrating the Year of the Snake with exceptional whiskies that embody prosperity and new beginnings.
