When planning this wine, MCBrand chose to "jump out of the red wine track to make red wine". Instead of aligning with traditional red wine narratives that emphasize origin, taste, or winemaker stories, it focuses on telling the story of being the best choice for Chinese New Year gift-giving. The success path of zodiac wine is called "having emotion" — Swan Manor’s zodiac wine is not just wine, but moreover a gift with emotion. The design of this zodiac wine revolves around "gift" and "emotion".
For Spring Festival gifts, auspicious wording is crucial. Seizing the Dragon Year timing, it adopts the homophonic "Xinglong" (星龙, pronounced like 兴隆), conveying blessings for "business prosperity" (生意兴隆) and "official career prosperity" (官运兴隆) when giving the gift.
美传在策划这款酒的时候，选择“跳出红酒赛道做红酒”。不去对表传统红酒讲述产地、口感、酿酒师的故事，而是聚焦于讲述其作为一款春节送礼最佳之选的故事。生肖酒的成功之道叫做「有情感」，天鹅庄生肖酒不仅仅是酒，更是一份有情感的礼物。围绕礼物与情感去设计这款生肖酒。
春节礼品口彩很重要，抓住龙年节点，取谐音“星龙”，寓意送礼之时，祝福“生意兴隆”，“官运兴隆”之意。