Johnnie Walker, the world’s top-selling Scotch whisky brand (IWSR 2024), has announced a multi-year global partnership with GRAMMY® Award–winning artist Sabrina Carpenter.
The collaboration marks the beginning of a new era for the brand, blending whisky with music, creativity, and self-expression.
Campaign Inspired by Man’s Best Friend
The partnership is inspired by Carpenter’s latest album, Man’s Best Friend, and will focus on reimagining whisky culture through her lens of bold creativity and empowerment. Fans of legal drinking age can expect album-inspired content, cocktail recipes curated by Carpenter, and unique activations designed to connect music with Johnnie Walker Black Label.
Rolling Out with the Short n’ Sweet Tour
The campaign launches globally in tandem with the final leg of Carpenter’s Short n’ Sweet Tour. Content will be featured in select cities and across digital platforms, encouraging fans to create their own Johnnie Walker cocktails at home while engaging with Carpenter’s artistic vision.
Statements from Johnnie Walker and Sabrina Carpenter
“Music plays such a meaningful role in everyone’s life journey, and it has always been a way of connecting people to Johnnie Walker’s ‘Keep Walking’ mantra, which is aimed at inspiring personal progress,” said John Williams, Global Head of Whiskeys at Diageo. “We are thrilled to welcome Sabrina as the newest voice in our story. Her fearless creativity and deep connection with a new generation make her a powerhouse addition to our Johnnie Walker family.”
Carpenter added: “Stepping into this next chapter of my music has been such a thrill. It feels more confident and a lot more unapologetic. This partnership is about celebrating boldly, pushing boundaries, and moving forward with purpose.”
Tour Cocktail Experiences for Fans
At select tour stops, fans 21+ will be able to enjoy Carpenter’s signature Johnnie Walker Black Label cocktails, including a Manhattan, whisky sour, and whisky highball. These will be served with exclusive experiences designed to complement the music and the campaign’s message of bold self-expression.
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