It’s not unusual to see a plethora of Christmas and winter-related wine and spirit-themed products during the traditional holiday season. What is becoming more common is the arrival of products designed specifically to celebrate the Lunar New Year. Each year in the cycle is represented by an animal, and the visual representation is fairly consistent: brilliant reds, celebratory golds, florals, and intricate patterns.
A stellar example of this trend in wine packaging is the San Pedro 1865 Cabernet Sauvignon, released for the Year of the Horse. The animal is beautifully designed. Rearing up on its hind legs, mane flying, the horse dominates the label with real presence. Its black form is almost entirely overlaid with swirling red and metallic gold patterning. It embodies life and energy. A perfect mascot for celebration.
This is clever marketing, and it’s executed extremely well. There are surprisingly few wines in this space that celebrate the Lunar New Year, which immediately makes it attractive to retailers. Seasonal relevance plus strong shelf impact is a powerful combination. Additionally, those retailers are likely to promote the product without charge to the producer. It’s a win-win scenario.
Of course, the obvious question comes up: why is a Chilean wine celebrating the Lunar New Year? Is this blatant opportunism? A calculated grab at a growing market? Or is there a deeper commercial or cultural connection? Perhaps strong export ties to China? I don’t have the answer. But I do have another question: does it matter? For anyone looking to mark the occasion, this bottle clearly understands the assignment.
The primary label is excellent. There is no mistaking its meaning. The back is very well-designed and includes all the typical notes one would expect. It even has a map of Chile that pinpoints where the wine is produced. Interestingly, there’s no explicit mention of the Lunar New Year anywhere on the back. That feels like a missed opportunity given how boldly the front label leans into the theme. But again… does it matter?
Seasonal products are often of questionable quality. Introduced to take advantage of an opportunity. That’s not the case here. The care put into the label is matched by what’s in the bottle. San Pedro’s 1865 line is positioned as a premium offering, and the wine delivers. This is bold Chilean-style Cabernet Sauvignon. No disappointment.
Whatever the motivation behind producing this wine, the end result meets, and arguably exceeds expectations. The entire experience feels appropriate for the moment. I’m sure it will be welcomed on many tables.
Happy New Year.
