Diablo, Montes, and Hwayo Present Cheongsa Edition
Scale Reduced Reflecting Impeachment Crisis and National Mourning Atmosphere
The alcoholic beverage industry is presenting New Year limited edition products featuring snakes to celebrate the Year of the Blue Snake (靑蛇) in 2025. However, due to the economic downturn, political vacuum, and major disasters, the scale of these promotions is more subdued and smaller than in previous years.
According to the distribution industry on the 4th, comprehensive liquor company Ayang FBC released the "Diablo Cheongsa Edition" of the Chilean wine brand 'Casillero Del Diablo' to commemorate the Year of the Blue Snake. This Cheongsa Edition is the third limited edition product following the first Korea-exclusive Dokkaebi Edition launched in 2021 and last year's Cheongryong Edition, themed around the wisdom and transformation symbolized by the blue snake.
Diablo is a brand inspired by the "devil guarding the wine cellar." Ayang FBC introduced the Dokkaebi Edition as a Korean variation because the Spanish word for devil, "Diablo," is similar to Korea's Dokkaebi. They created storytelling by combining the Western liquor wine with Korean elements such as the twelve zodiac signs and the traditional guardian spirit Dokkaebi, targeting the product as a gift to wish for blessings and good fortune in the New Year, while strengthening marketing efforts.
Narasel also launched the "Montes Alpha Cabernet Sauvignon Snake Edition." The label design features an energetic red color and ripe grapes shaped like coins, conveying a message wishing for fortune and success in the new year. This Snake Edition was produced in a limited quantity of 18,000 bottles. Additionally, Diageo Korea began selling the "Johnnie Walker Blue Label Cheongsa Edition," and Beer K introduced the beer brand Tsingtao's "2025 Eulsan Year Bokmaek Edition Package."
Among domestic liquor brands, Hwayo collaborated with illustrator Park Yeon to release the "Hwayo53 Cheongsa Edition," which features snakes and flowers harmoniously combined. Hwayo53 is a premium product with the highest alcohol content of 53% among Hwayo products and has traditionally used the dragon as its symbol. Hwayo explained, "The flowers intertwined with the snake represent the 'Peony Pattern,' the first emblem of Gwangjuyo, the ceramics division of the Gwangjuyo Group. This symbolizes the splendid floral aroma and deep flavor of Hwayo53, while also reflecting the roots of the food culture industry where Hwayo began."
The reason the liquor industry puts effort into zodiac-themed marketing every year is that it is relatively easier to conduct limited edition marketing compared to other product categories. By releasing limited edition products different from regular ones annually, they stimulate collectors' desires and enhance purchase motivation by including special packaging such as exclusive glasses. For example, this year, Tsingtao produced temperature-sensitive glasses that change the color of the image to blue when the temperature drops, increasing their collectible value.
Moreover, at the start of a new year, incorporating the positive meanings of that year's zodiac sign into the liquor provides more storytelling opportunities and, above all, stimulates gift demand. This year, most companies applied the image of the snake, symbolizing wisdom and prudence, to their products, conveying a message of wishing for a prosperous year like a snake shedding old skin and being reborn anew.
However, this year, related marketing activities appear to be less active compared to previous years. The impeachment crisis amid the state of emergency and the added tragedy of a passenger plane accident have created an atmosphere where excessive marketing is difficult to carry out. Additionally, unlike last year’s zodiac signs such as the dragon, pig, tiger, or ox, the negative image associated with the snake has also contributed to the subdued marketing efforts.
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