Diageo unveils Johnnie Walker Black Ruby in GTR

Diageo has introduced Johnnie Walker Black Ruby Whisky in global travel retail following a successful pilot launch in 2024. The fruit-forward, berry-inspired whisky is the latest addition to the renowned Johnnie Walker Black Label family.

The expression first made its debut at the TFWA World Exhibition 2024, where it garnered significant attention. During its pilot phase, Johnnie Walker Black Ruby engaged whisky enthusiasts in Mexico City, Sydney and San Juan in Puerto Rico. The launch was further amplified by CGI-driven stunts from social media sensation Ian Padgham aka Origiful and high-energy promotional events, generating strong consumer interest.

In the lead-up to the global release, Diageo Global Travel executed sampling activations at major international airports, including London Heathrow, London Gatwick, Madrid, Paris Charles de Gaulle, Bengaluru and Mumbai. UK travellers were treated to immersive tasting experiences, both neat and with curated serves. In February, a Johnnie Walker Black Ruby cocktail tasting campaign showcased the signature ‘Ruby Ramble’ serve, aligning with peak travel periods and Valentine's Day celebrations.

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

Crafted under the guidance of Master Blender Dr. Emma Walker, Johnnie Walker Black Ruby is the first innovation inspired by Johnnie Walker Black Label since Dr. Walker took on her role in early 2022. The expression is blended using select whiskies from Scotland’s renowned distilleries. Rich and creamy Highland whiskies from Clynelish complement the sweet fruitiness of Lowland whiskies from Glenkinchie and Cameronbridge, while Speyside whiskies from Cardhu add vibrant red apple and berry notes. A touch of sweet smokiness from Islay’s famed Caol Ila completes the blend, delivering a distinctive and well-balanced whisky experience.