FRANCE. Diageo, in partnership with Extime Duty Free, has extended its Johnnie Walker Black Ruby campaign to Paris Charles de Gaulle Airport with a month-long pop-up showcasing the brand’s latest release.
Running through August, the activation follows recent promotional roll-outs across global travel retail.
As reported, Diageo introduced Johnnie Walker Black Ruby across travel retail markets in March, following a pilot launch in 2024.
The one-off pop-up is a response to the growing demand for exclusive products in duty free, offering a premium, immersive experience inspired by luxury speakeasies and after-hours hotel bars.
The activation also showcases the versatility of Johnnie Walker Black Ruby in whisky-based serves and cocktails, with tastings and cocktail suggestions supported by expert guidance from brand ambassadors.
The experience culminates in a theatrical ‘Ring for Black Ruby’ moment, an immersive serve ritual that brings the signature cocktail to life.
Travellers can sample two crafted Black Ruby cocktails, highlighting the expertise of Master Blender Dr Emma Walker and her team.
Diageo Global Travel Managing Director Andrew Cowan said, “Paris Charles de Gaulle provides the perfect backdrop for the Johnnie Walker Black Ruby story – a setting that celebrates the craft and vibrancy behind this exciting new Scotch expression.
“Differentiation is key for us, and this pop-up provides a unique and elevated experience for our curious, sophisticated and open-minded travelling consumer. Travel retail shoppers not only get to experience a memorable whisky, but they can now do so in an inspiring and memorable setting.” ✈
