Inspired by the fearless spirit of Carpenter’s latest album, Man’s Best Friend, the campaign aims
to reimagine a world of whisky through her lens of bold creativity, self-expression and
empowerment.
Johnnie Walker, the world’s number one Scotch Whisky brand*
(IWSR 2024), has just 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 Carpenter 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.
“Johnnie Walker has evolved through generations to become the modern icon it is today, and
Sabrina is on a similar path with Man’s Best Friend, stepping into a more confident, self-assured
chapter while keeping her signature charm,” said JJ Stratford, director and video artist. “In
developing this campaign, we nodded to the golden age of spirits advertising, then layered in
Sabrina’s bold yet timeless aesthetic, clever humor and a modern wink to make it unmistakably
her own.”
At select stops on the Short n’ Sweet Tour, fans 21+ can enjoy Sabrina’s signature Johnnie
Walker Black Label cocktails including a Manhattan, a whisky sour, and a whisky highball,
served with surprise-and-delight moments that make the night every bit as memorable as the
music.
Be sure to follow @JohnnieWalker and @JohnnieWalkerUS on Instagram and Facebook for
updates on the partnership. And whether in a stadium or at home, please enjoy Johnnie Walker
responsibly.
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