Diageo, in collaboration with Extime Duty Free, has introduced a month-long ‘Johnnie Walker Black Ruby’ pop-up at Paris Charles de Gaulle Airport, extending the brand’s ongoing Black Ruby campaign. The activation is designed to engage international travelers with the brand’s latest release through an immersive and experiential setting.

The pop-up highlights the versatility of Johnnie Walker Black Ruby in whisky-based serves and cocktails, offering guided tastings and pairing suggestions led by brand ambassadors. These interactions are intended to familiarize visitors with the flavor profile of the expression while demonstrating a range of serving possibilities.

A centerpiece of the experience is the theatrical ‘Ring for Black Ruby’ ritual, which presents the signature cocktail in a speakeasy-inspired format. Travelers have the opportunity to sample two bespoke Black Ruby cocktails, each reflecting the craftsmanship of Master Blender Dr. Emma Walker and her team, underscoring the brand’s blending expertise.

Image Credit: The Moodie Davitt Report