Château Patache d’Aux is celebrating Lunar New Year 2026 with the launch of a striking limited-edition label, unveiled through a series of high-impact travel retail activations across key international hubs.
The exclusive Lunar New Year edition is being showcased in partnership with Lagardère Travel Retail at select airport locations in Paris, Bordeaux, Geneva and Amsterdam, with activations that launched in at the end of December. The celebration will continue into the Middle East, with a dedicated rollout at Dubai Duty Free from the end of January, ensuring strong visibility during one of the most important gifting periods in global travel retail.
A Cru Bourgeois Supérieur with a long and distinguished history in the Médoc, Château Patache d’Aux has always proudly featured a horse-drawn carriage – a patache – pulled by three horses on its iconic 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 natural source of inspiration for this special Lunar New Year release.
In 2026, Lunar New Year falls on Tuesday 17 February, ushering in the Year of the Fire Horse – a symbol of energy, renewal and prosperity. Celebrated by communities worldwide, the Lunar New Year is a key moment for gifting, togetherness and new beginnings, particularly among travelling consumers seeking meaningful, premium products with cultural relevance.
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, while remaining true to the character and origin of this great wine from the northern Médoc.
Complementing the limited-edition bottle, the estate has also created an exclusive Lunar New Year gift box. Elegant, distinctive and culturally resonant, the gift box enhances the wine’s appeal as a premium gifting choice for people celebrating the occasion with family and loved ones around the world.
“Lunar New Year is a key moment in the travel retail calendar, particularly for gifting-driven categories such as fine wine,” said Ieva Olina, Key Account Manager Travel Retail at AdVini. “With Château Patache d’Aux, we wanted to create a limited-edition expression that feels both culturally relevant and true to the château’s heritage. 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.”
Through its travel retail activations and limited-edition presentation, Château Patache d’Aux brings together heritage, storytelling and occasion-based gifting, reinforcing its position as a timeless yet contemporary Bordeaux wine perfectly suited to the global travel retail stage.
