Johnnie Walker, the iconic Scotch whisky brand owned by Diageo, is kicking off 2025 with a series of exciting new ventures, aiming to attract both traditional whisky lovers and a new generation of consumers. These initiatives include the debut of the brand's latest blend, Johnnie Walker Black Ruby, the trial of a sustainable paper-based bottle, and a limited-edition partnership with the popular Netflix series Squid Game. Each of these developments marks a step toward the future of Scotch whisky, combining innovation with the brand's long-standing reputation for quality.
The Launch of Johnnie Walker Black Ruby: A Sweeter Twist on a Classic
Image credit: Johnnie Walker
One of the most anticipated releases is the Johnnie Walker Black Ruby, set to make its debut in global travel retail (GTR) in 2025. The new blend, crafted by master blender Dr. Emma Walker, offers a sweeter, more approachable take on the classic Johnnie Walker Black Label. With fruity notes of berries and vanilla, this whisky is designed for those seeking something different—whether as an aperitif, a base for creative cocktails, or simply a stylish nightcap.
According to Dr. Walker, Johnnie Walker Black Ruby is "inspired by the sweetest and fruitiest notes of Johnnie Walker Black Label, with honeyed richness and magnetic allure." The blend is created using whiskies from all four corners of Scotland, aged in a variety of casks, including ex-Bourbon, first-fill red wine, Pedro Ximenez, and oloroso Sherry casks. These different maturation processes contribute to the whisky’s distinctive flavor profile, making it an exciting option for both seasoned Scotch drinkers and newcomers to the category.
The launch of Black Ruby in the travel retail market aligns with Johnnie Walker's ongoing mission to engage a global audience. Andrew Cowan, managing director of Diageo Global Travel, emphasizes the importance of innovation in keeping the brand relevant: "Johnnie Walker is a brand trusted and respected worldwide. We believe Black Ruby is something a little different for our curious, sophisticated, and open-minded traveling consumer."
A Step Toward Sustainability: The Paper-Based Bottle Trial
Image credit: Johnnie Walker
In addition to new blends, Johnnie Walker is also focusing on sustainability with the trial of a 90% paper-based bottle for Johnnie Walker Black Label. This trial, which runs until mid-October 2024, is taking place at the brand’s flagship Johnnie Walker Princes Street 1820 Bar in Edinburgh. The move represents Diageo’s commitment to reducing environmental impact and exploring innovative packaging solutions.
The paper-based bottle, created in partnership with PA Consulting and the Bottle Collective, is made from Dry Molded Fiber with a thin plastic liner that can be removed during the recycling process. The trial aims to assess how the bottle performs in a high-intensity bar environment, particularly how bartenders handle and pour from it. Although the public will be able to see the bottles in action, they won’t be available for purchase yet.
Jennifer English, global brand director for Johnnie Walker, highlighted the significance of the trial, calling it a "significant step forward" in the brand’s sustainability journey. She added, "We are constantly pushing the boundaries of innovation to not only deliver the premium quality and iconic design our customers expect, but to do so in a way that reflects our sustainability ambitions."
This isn't the first time Diageo has explored paper-based packaging. Earlier in 2024, the brand successfully trialed a miniature paper-based bottle for Baileys at the Time Out Festival in Barcelona. The success of that initiative influenced the design of the 70cl bottle now being tested for Johnnie Walker Black Label.
Pop Culture Meets Whisky: The Squid Game Collaboration
Image credit: Johnnie Walker
Johnnie Walker is no stranger to pop culture tie-ins, and the brand’s latest partnership with Netflix’s Squid Game is a prime example. To coincide with the highly anticipated second season of the show, premiering on December 26, 2024, Johnnie Walker has released a limited-edition Squid Game-themed bottle of Black Label. Each bottle is numbered between 001 and 456, reflecting the number of players in the deadly game at the heart of the series. The iconic Johnnie Walker ‘striding man’ logo has even been given a makeover, donning the green tracksuit famously worn by the characters in the show.
Josh Dean, vice president of Johnnie Walker at Diageo North America, expressed his excitement about the collaboration, stating, "This partnership brings together two global icons, the world’s number one Scotch whisky and the worldwide TV phenomenon of Netflix’s Squid Game. Our loyal fan bases are going to be thrilled by the element of discovery with our collectable, limited-edition bottle design."
To promote the collaboration, Johnnie Walker took over Times Square in New York, marking the moment at 4:56 EST—a nod to the number of players in the game. In addition to the exclusive bottle design, the brand has introduced a special cocktail, the ‘456’, inspired by Korean flavors. Created by mixologist Ginn Choe, the drink combines Johnnie Walker Black Label with Bori-Cha (a Korean barley tea), honey, and club soda, topped with a lemon twist.
The collaboration is being rolled out globally, with campaigns across Europe and Asia, as well as outdoor media and social media promotions. Netflix’s vice president of global brand and partner marketing, Magno Herran, shared that Squid Game fans can expect "something really special and unexpected" through this partnership.
Pioneering the Future of Whisky
These initiatives reflect Johnnie Walker’s continuous push to evolve while staying true to its roots. Whether it's the creation of new, innovative blends like Black Ruby, exploring sustainable packaging solutions, or tapping into popular culture with collaborations like Squid Game, the brand is constantly finding ways to stay ahead in an ever-changing market.
With the release of Johnnie Walker Black Ruby in 2025, the ongoing paper-based bottle trial, and the Squid Game partnership, Johnnie Walker is setting the tone for a new era of whisky. The brand’s ability to blend tradition with innovation keeps it at the forefront of the Scotch whisky industry, while also attracting new audiences around the world. As these new ventures unfold, it’s clear that Johnnie Walker is not just a whisky; it’s a brand that’s evolving with the times, pushing boundaries, and always moving forward.
About Johnnie Walker
Johnnie Walker is a renowned Scotch whisky brand that has established itself as a symbol of quality and excellence in the world of spirits. Founded in Scotland in 1820 by John Walker, the brand has a rich history of over two centuries in the whisky industry. It is now owned by Diageo, one of the largest alcoholic beverage companies globally, which has continued to uphold the brand's tradition of crafting exceptional whiskies.
One of Johnnie Walker's most famous and prestigious expressions is the Johnnie Walker Blue Label. This blend is known for its exceptional craftsmanship, featuring a selection of rare and aged whiskies from various distilleries across Scotland. It is often regarded as a symbol of luxury and is highly sought after by whisky connoisseurs and collectors worldwide.
Johnnie Walker is also famous for its "Striding Man" logo, which has become an iconic symbol associated with the brand. The logo features a dapper gentleman in a top hat and tailcoat, striding forward with purpose. This symbolizes progress, forward-thinking, and the brand's commitment to innovation and quality.
The Johnnie Walker range includes a variety of expressions, each catering to different taste preferences and occasions. These range from the approachable Johnnie Walker Red Label, known for its versatility in cocktails, to the rich and complex Johnnie Walker Black Label, a favorite among whisky enthusiasts for its depth of flavor.
In recent years, Johnnie Walker has also ventured into limited edition releases and collaborations with notable figures in the world of art, culture, and sports. This approach has allowed the brand to stay relevant and engage with a diverse audience while maintaining its reputation for exceptional whisky craftsmanship.
Overall, Johnnie Walker stands as a testament to the enduring legacy of Scotch whisky, blending tradition and innovation to produce some of the world's most celebrated and cherished spirits. Whether enjoyed neat, on the rocks, or in cocktails, Johnnie Walker continues to be a symbol of quality and sophistication in the whisky world.
Local News
Comments / 0