Johnnie Walker Black Ruby - the modern for fruity variety

15-May-2025

Diageo

Diageo, one of the world's leading producers of premium spirits, presents Johnnie Walker Black Ruby, a whisky creation that sets new standards in the category. With its unique taste profile, the premium blended scotch appeals to a completely new target group of whisky consumers. From July 2025, the first Johnnie Walker Black Label innovation from master blender Dr. Emma Walker will be a permanent addition to the brand's portfolio and open up strong sales opportunities for retailers.

Classic whisky meets fruity flavor

Johnnie Walker Black Ruby combines the classic depth of Black Label with a fruity sweetness of berry and honey notes. The new variant is therefore particularly aimed at young whisky lovers between the ages of 21 and 35 who are looking for new trends and exciting flavors. At the same time, Black Ruby also caters to the preferences of cocktail lovers. According to current market data, 81% prefer whisky as an ingredient in cocktails rather than enjoying it neat. Johnnie Walker Black Ruby provides the perfect basis for this by offering exceptionally high mixability for luxurious drinks and whisky cocktails.

Innovation modernizes whisky image

With a market share of 37.4% in Germany, Johnnie Walker remains the undisputed leader in the Scotch whisky segment. However, consumer needs are constantly evolving: 26% of younger consumers aged 18 and over are interested in whisky, but find the category too traditional and boring. This is where Johnnie Walker comes in and presents Black Ruby, a variant that opens up new worlds of taste, modernizes the conservative whisky image and thus opens up new target groups.

Maximum attention for more sales

The launch of Johnnie Walker Black Ruby is accompanied by an attention-grabbing media package. In addition to digital campaigns on social media and e-commerce platforms, special promotions are also being implemented. Engagement boxes in stores and sampling campaigns ensure targeted placement with the relevant target group.

Note: This article has been translated using a computer system without human intervention. LUMITOS offers these automatic translations to present a wider range of current news. Since this article has been translated with automatic translation, it is possible that it contains errors in vocabulary, syntax or grammar. The original article in German can be found here.

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