A new era for whisky begins with Johnnie Walker Black Ruby

Johnnie Walker is opening a bold new chapter in Scotch following the global launch of Johnnie Walker Black Ruby — a vibrant, fruit-forward Scotch that’s designed to open the doors of whisky to a new generation of drinkers.

Inspired by the iconic Johnnie Walker Black Label, Johnnie Walker Black Ruby builds on the classic foundation but with a rich depth of berry sweetness, complemented by a light, delicate green grass character. Bursting with bold red fruit notes and a smooth finish, it’s a modern, approachable whisky that reimagines how Scotch can look, taste, and be enjoyed.

Trailblazing taste

Inspired by Johnnie Walker Black Label, this exciting new expression marks the first innovation from Master Blender Dr. Emma Walker and her expert team since she took the helm in early 2022.

A whisky made for the moment

With Johnnie Walker Black Ruby, their vision was clear: to create a whisky that challenges outdated perceptions that Scotch is only for seasoned drinkers or reserved for quiet contemplation. Instead, Johnnie Walker Black Ruby is social by design, created to be enjoyed with friends, in lively settings, and as a part of unforgettable experiences.

Versatile and accessible, Johnnie Walker Black Ruby is crafted for the modern cocktail scene, offering bartenders and home mixologists alike a dynamic base for creative serves. It’s also an affordable entry point for those exploring the whisky category for the first time without compromising on quality or character.

Johnnie Walker Black Ruby

Tapping into consumer trends

Johnnie Walker has reimagined the whisky scene in Latin America and Caribbean (LAC) with the launch of Johnnie Walker Black Ruby – a sweeter take on Johnnie Walker Black Label, created to elevate classic cocktails. Johnnie Walker Black Label is perceived to be consumed by older, male consumers. The team saw this as opportunity to evolve the flavour of the product, opening it up to a new generation.

Given the target market, the launch strategy was focused on local events popular with younger LPA+ consumers including Mexico Fashion Week and Puerto Rico Cocktail Week. Bartenders were briefed to use Johnnie Walker Black Ruby to put a twist on classic cocktails.

Across the board, Johnnie Walker Black Ruby has successfully recruited consumers in LAC back into scotch through exploration, sourcing 72% of volume from outside of scotch.

^{⁽²⁾ 73% of Mexican consumers who have tried
Black Ruby have repeated purchase. ⁽²⁾ This expansion of the Johnnie Walker
family has overturned whisky stereotypes in LAC, demonstrating the part the
brand can play in contemporary nightlife. And, given the success of the launch,
we are starting the global roll out of Johnnie Walker Black Ruby, bringing this
new take on our classic scotch worldwide.}

Immersion, energy, anticipation

The launch of Johnnie Walker Black Ruby follows a series of buzz-worthy pilot activations in 2024 across Mexico City, Sydney, and San Juan. These activations focused on creating immersive, energetic experiences – from CGI-driven stunts to unforgettable launch parties that celebrated the playful spirit of the new whisky and built anticipation for its global debut.

One iconic label, many bold expressions

Johnnie Walker Black Ruby strengthens the diversity of its whisky portfolio. From the smoky intensity of Johnnie Walker Double Black to the sweeter, fruitier nuances of Johnnie Walker Black Ruby, there is now a Johnnie Walker expression for every palate and every occasion.

As Scotch continues to evolve, Johnnie Walker is innovating with the liquid itself and welcoming a broader, more inclusive community of whisky lovers.

Johnnie Walker Black Ruby is more than just a new flavour; it's an invitation to experience whisky differently.