Johnnie Walker, Travel Retail’s No.1 whisky brand, announces the opening of a striking new Johnnie Walker Black Ruby pop-up at Paris Charles de Gaulle Airport, the busiest airport in the European Union. The Black Ruby pop-up, which is open throughout August, is designed to capture the imagination of global travellers and builds on the success of the recent Johnnie Walker Black Ruby launch across Travel Retail.
Exploration is a major trend driving travel retail shopper behaviour, with 28% of alcohol duty-free shoppers seeking exclusive or unique products. This one-off pop-up at Paris Charles de Gaulle offers travellers a memorable and luxurious experience. The exclusive sensory journey is inspired by luxury speakeasies and after-hours hotel bars.
The launch of the pop-up is the latest travel retail activation from Johnnie Walker Black Ruby, heroing the drink’s versatility in whisky-based serves and cocktails. By offering tastings, cocktail ideas and Brand Ambassador-led education, the activation aims to create a unique setting where consumers are inspired to make their own Johnnie Walker Black Ruby cocktail either at their destination or at home.
The Black Ruby pop-up at Paris Charles de Gaulle Airport includes:
Tastings of Johnnie Walker Black Ruby in a bespoke pop-up based on a luxury speakeasy.
Brand Ambassadors to guide travellers through a tasting ritual, culminating in a theatrical ‘Ring for Black Ruby’ cocktail reveal.
Visitors are invited to explore two signature Black Ruby cocktails – innovative, flavour-forward twists on classic serves – while discovering the craftsmanship of Master Blender Dr Emma Walker and her team.
“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,” said Andrew Cowan, Managing Director of Diageo Global Travel.
Johnnie Walker Black Ruby launched in Global Travel in March 2025.
Travellers passing through CDG this summer can taste, discover, and purchase Johnnie Walker Black Ruby, taking home not just a bottle, but a memory of an experience that celebrates the new, sweeter side of Scotch.
