“Sweet and stylish” – Diageo rolls out Johnnie Walker Black Ruby with dynamic travel retail activation plan

The combination of bold flavour and innovative blending positions Black Ruby as a standout addition to the Johnnie Walker portfolio and the channel.

Mar 27, 2025 - 15:56

“Sweet and stylish” – Diageo rolls out Johnnie Walker Black Ruby with dynamic travel retail activation plan

The global roll-out of Johnnie Walker Black Ruby follows a successful 2024 pilot launch which featured eye-catching activations from Mexico City to Sydney and San Jose. Pictured is the Johnnie Walker Black Ruby activation in Oman.

**Johnnie Walker Black Ruby makes a statement at Kempegowda International Airport Bengaluru**

Diageo has launched Johnnie Walker Black Ruby in global travel retail. Following a successful pilot launch in 2024, the fruit-forward berry-inspired whisky is the sweetest expression of Johnnie Walker Black Label to date.

Diageo Global Travel first debuted the expression at the TFWA World Exhibition 2024.

The pilot phase for Johnnie Walker Black Ruby engaged whisky enthusiasts in Mexico City (Mexico), Sydney (Australia) and San Jose (Puerto Rico). CGI-driven stunts by social media sensation Ian Padgham (AKA Origiful) and high-energy launch parties generated significant consumer excitement, the brand owner said.

In the months leading up to the global release, Johnnie Walker Black Ruby teased travellers with engaging sampling activations at major international airports, including Heathrow, London Gatwick, Madrid, Paris, Bangalore and Mumbai.

UK travellers were treated to immersive tasting experiences, both neat and with simple serves. In February, Diageo Global Travel ran a Johnnie Walker Black Ruby cocktail tasting campaign which offered the signature ‘Ruby Ramble’ serve. The campaign aligned with peak travel periods and Valentine’s Day celebrations.

Looking ahead, Johnnie Walker Black Ruby is poised for a major roll-out across the Americas, Middle East and North Africa (MENA), and Asia Pacific. Large-scale activations are planned for key hubs, including airports in Montreal, New York, Panama, Dubai, Bangkok, Sydney and Auckland.

**Travellers at Heathrow Airport could sample Johnnie Walker Black Ruby cocktails throughout February**

Diageo Global Travel Managing Director Andrew Cowan commented, “Johnnie Walker is a brand trusted and respected the world over. It is travel retail’s number one whisky brand (ISWR). We have always sought to excite and engage travellers and consumers of Scotch old and new. We believe Johnnie Walker Black Ruby is something a little different for our curious, sophisticated and open-minded travelling consumer.

“This is a Scotch for those seeking something for a different aperitif, something with which to craft a unique cocktail or just set the tone as the opening drink for a night ahead. We are thrilled to be able to bring this to our travel retail portfolio, it is truly something sweet and stylish in Scotch.”

**The new expression is set to make waves in the Americas, MENA and APAC, with large-scale activations planned at key travel hubs. Pictured is the Johnnie Walker Black Ruby animation in Oman.**

A bold reimagining of Johnnie Walker Black Label

**The cherry-hued label represents the whisky’s red-berry notes**

Crafted under the guidance of Master Blender Dr Emma Walker and her team, Johnnie Walker Black Ruby represents the first innovation inspired by Johnnie Walker Black Label to be released since Dr Walker assumed her role in early 2022.

The expression is crafted using a selection of whiskies from renowned distilleries across Scotland. Rich and creamy Highland whiskies from Clynelish complement the sweet fruitiness of Lowland whiskies from Glenkinchie and Cameronbridge, while Speyside whiskies from Cardhu deliver vibrant red apple and berry notes. A hint of sweet smokiness from Caol Ila – a famed Islay distillery – completes the blend.

Dr Walker commented, “With vibrant notes of rich raspberry jam, blackberry pie and deep honeyed sweetness, Johnnie Walker Black Ruby tantalises the palate with bold accents of figs, plums and maraschino cherries. There is a subtle hint of spice and delicate smoke that adds to the complexity, creating a unique and vibrant energy in every sip.

“At the heart of Johnnie Walker Black Ruby is an expression from the boldly progressive distillery of Roseisle. Its sweet red-berry notes and light, delicate green-grass character are driven by our newest and one of our most innovative single malt distilleries. The team and I experimented with different distillation techniques at Roseisle, eventually focusing on a uniquely fruity distillate.”

She added, “This experimental whisky-making involved running fermentation for longer than usual to create amplified fruity notes. We also experimented with a longer distillation period for more copper contact in the whisky-making process, which allowed the team to remove some heavier notes in the expression.”