Johnnie Walker announced its global partnership with GRAMMY Award–winning superstar Sabrina Carpenter. The multi-year partnership represents a bold, transformative era for whisky and music, rooted in creative self-expression, experimentation and celebration.
The partnership marks the first verse of Johnnie Walker’s plans 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. Timed to the release of Carpenter’s highly-anticipated new album, Man’s Best Friend, the Johnnie Walker x Sabrina Carpenter partnership will offer fans of legal drinking age Sabrina’s take on her favorite classic whisky cocktails, and album-inspired content that reflects the confident, playful spirit of her new sound.
The campaign debuts globally alongside the final leg of her Short n’ Sweet Tour, with content rolling out in key cities and across digital platforms. Designed to spark conversation and inspire fans around the world to mix up their own Sabrina-inspired Johnnie Walker cocktails, the campaign is a cultural moment made to be shared.
“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. Together, we’ll harness the power of music to bring a bold, new energy to the whisky experience.”
“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,” said Sabrina Carpenter.
The partnership between Johnnie Walker and Sabrina Carpenter symbolizes a fresh chapter for this iconic Scotch whisky brand. By aligning itself with a dynamic artist, Johnnie Walker aims to reach new audiences while celebrating creativity and innovation. As this collaboration unfolds, it will be intriguing to see how both entities continue to inspire their fans and redefine their narratives in the spirit and music landscapes.
