Johnnie Walker Partners with Sabrina Carpenter for Bold Whisky Campaign

Johnnie Walker Scotch Whisky has announced a global partnership with GRAMMY Award-winning artist Sabrina Carpenter. Inspired by Carpenter's latest album, the campaign aims to reimagine the whisky experience through her lens of bold creativity, self-expression, and empowerment. The partnership marks a bold era for whisky and music, rooted in creative self-expression, experimentation, and celebration.

Johnnie Walker, the world's leading Scotch whisky brand, has announced a groundbreaking global partnership with GRAMMY Award-winning superstar Sabrina Carpenter. The collaboration, inspired by Carpenter's latest album, "Man's Best Friend," aims to reimagine the whisky experience through a lens of bold creativity, self-expression, and empowerment.

The partnership, which marks a transformative era for whisky and music, is rooted in creative self-expression, experimentation, and celebration. It coincides with the release of Carpenter's highly anticipated new album and will offer fans of legal drinking age her unique take on classic Johnnie Walker cocktails, as well as album-inspired content that reflects her confident, playful spirit.

The campaign will debut globally alongside the final leg of Carpenter's Short n' Sweet Tour, with content rolling out in key cities and across digital platforms. It is designed to spark conversation and inspire fans worldwide to mix up their own Sabrina-inspired Johnnie Walker cocktails. At select tour stops, fans aged 21 and above will enjoy Carpenter's signature Johnnie Walker Black Label cocktails, including a Manhattan, a whisky sour, and a whisky highball.

John Williams, Global Head of Whiskeys at Diageo, commented on the partnership, stating, "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. 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. Together, we'll harness the power of music to bring a bold, new energy to the whisky experience."

Sabrina Carpenter expressed her excitement about the partnership, stating, "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."

The partnership is part of Johnnie Walker's broader strategy to collaborate with progressive voices in music to tell their unique stories of progress and shape the future of how and where people can enjoy Johnnie Walker Black Label. The campaign is a cultural moment made to be shared and is designed to resonate with a new generation of whisky enthusiasts.

References:
[1] https://www.prnewswire.com/news-releases/johnnie-walker-scotch-whisky-announces-global-partnership-with-grammy-award-winning-music-artist-and-international-superstar-sabrina-carpenter-302541721.html
[2] https://www.morningstar.com/news/pr-newswire/20250829aq61701/johnnie-walker-scotch-whisky-announces-global-partnership-with-grammy-award-winning-music-artist-and-international-superstar-sabrina-carpenter