Bordeaux wine brand Château Patache d’Aux is celebrating Lunar New Year 2026 with the launch of a striking limited-edition label, unveiled through high-impact travel retail activations in international hubs.
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| Chateau Patache d'Aux Lunar New Year edition wine |
The exclusive Lunar New Year edition is being showcased with activations in partnership with Lagardère Travel Retail at airports in Paris, Bordeaux, Geneva and Amsterdam. The celebration will continue into the Middle East with a rollout at Dubai Duty Free from the end of January, ensuring strong visibility during one of the most important gifting periods in travel retail.
A Cru Bourgeois Supérieur wine with a long and distinguished history in the Médoc region, Château Patache d’Aux has featured a horse-drawn carriage – a patache – pulled by three horses on its label, symbolising the three families who have shaped the estate’s success over generations. This enduring emblem represents authenticity, pioneering spirit and deep-rooted tradition, making it a source of inspiration for this Lunar New Year release.
In 2026, Lunar New Year falls on 17 February, ushering in the Year of the Fire Horse – a symbol of energy, renewal and prosperity.
Drawing on the symbolic importance of the horse and the festive codes of Lunar New Year, Château Patache d’Aux’s limited-edition label offers a contemporary reinterpretation of the estate’s visual heritage. The design reflects the values of renewal and prosperity at the heart of the celebration.
Complementing the limited-edition bottle, the estate has created a Lunar New Year gift box. Elegant, distinctive and culturally resonant, the box enhances the wine’s appeal for premium gifting.
Commenting on the special edition, Ieva Olina, Key Account Manager Travel Retail at brand owner AdVini, the international wine group, said: “The horse has always been a powerful symbol for the estate, and aligning this with the Year of the Fire Horse allows us to tell a compelling story in airport environments. Through our activations with Lagardère Travel Retail across Europe, and soon with Dubai Duty Free, we are delighted to bring this exclusive release to travelling consumers at some of the world’s most important international gateways."
