Johnnie Walker Black Ruby: The Berry-Inspired Whisky Redefining Travel Retail

Diageo has expanded its prestigious Johnnie Walker Black Label portfolio with the introduction of Johnnie Walker Black Ruby Whisky, now available in global travel retail. Following a successful pilot launch in 2024, this fruit-forward, berry-infused expression is making waves among whisky enthusiasts worldwide.

The whisky made its first public appearance at the TFWA World Exhibition 2024, where it received notable attention from the spirits industry. During its initial rollout, whisky aficionados in Mexico City, Sydney, and San Juan, Puerto Rico, had the opportunity to experience Black Ruby firsthand. The brand further bolstered its presence with dynamic marketing initiatives, including CGI-driven promotions by social media personality Ian Padgham, also known as Origiful, along with a series of high-energy events that amplified consumer interest.

Ahead of the official global launch, Diageo Global Travel organized extensive sampling activations at major international airports, including London Heathrow, London Gatwick, Madrid, Paris Charles de Gaulle, Bengaluru, and Mumbai. In the UK, travelers were treated to immersive tasting sessions, where they could savor the whisky neat or in specially curated serves. Additionally, a February campaign showcased the signature ‘Ruby Ramble’ cocktail, aligning with peak travel seasons and Valentine’s Day celebrations.

Looking forward, Black Ruby is set for a large-scale expansion across key markets, including the Americas, Middle East, North Africa (MENA), and Asia-Pacific. Prominent airports such as Montreal, New York JFK, Panama, Dubai, Bangkok, Sydney, and Auckland are expected to host major activations, further cementing the whisky’s presence in global travel retail.

Under the expertise of Master Blender Dr. Emma Walker, Johnnie Walker Black Ruby marks the first major innovation within the Black Label range since she assumed her role in early 2022. The whisky is a meticulous blend of select Scottish malts, featuring the rich and creamy characteristics of Highland whiskies from Clynelish, the sweet fruitiness of Lowland whiskies from Glenkinchie and Cameronbridge, and the vibrant red apple and berry notes contributed by Speyside’s Cardhu. A hint of smoky depth from Islay’s renowned Caol Ila distillery completes the profile, resulting in a distinctive and well-balanced whisky experience.

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With its bold new flavor profile and strategic global rollout, Johnnie Walker Black Ruby is poised to become a sought-after addition to duty-free collections worldwide, offering travelers a unique take on the timeless Black Label tradition.