Johnnie Walker Scotch Whisky Announces Global Partnership with Grammy Award-Winning Music Artist and International Superstar Sabrina Carpenter

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.