LOS ANGELES, CALIFORNIA – JANUARY 30 – Colman Domingo is pictured ahead of the biggest night in music at Max & Helen’s on January 30, 2026 in Los Angeles, California Photo by Phillip Faraone Getty Images for Johnnie Walker
During Grammy Week in Los Angeles, Johnnie Walker made a strong play for music’s biggest weekend, centering its presence around the Johnnie Walker Black Label Go Go Highball and a series of high-profile events tied to the awards.
The Scotch whisky brand, ranked the world’s number one by IWSR in 2024, activated across the city with a slate of celebrations inspired by its global partner, Sabrina Carpenter. Carpenter, who entered the weekend with six Grammy nominations, was closely associated with the Go Go Highball, her signature Johnnie Walker Black Label cocktail.
As part of the ongoing partnership announced in summer 2025, Johnnie Walker leaned into large-scale visibility throughout Grammy Week, including skyline projections and branded moments designed to intersect music, culture, and nightlife. The brand also served as the exclusive spirits partner at several of the weekend’s most prominent pre- and post-Grammy events, placing the Go Go Highball front and center for artists, executives, nominees, and winners.
One of the standout moments came early in the weekend, when Johnnie Walker hosted an invite-only, Sabrina Carpenter-inspired celebration at Max and Helen’s on Larchmont Boulevard. The venue was transformed with cherry-forward décor and floral installations that reflected Carpenter’s playful aesthetic while blending pop glamour with late-night indulgence.
In another nod to the weekend’s red-carpet energy, the brand created a custom crystal-embellished Highball clutch as a keepsake for Johnnie Walker’s friends, tying fashion, music, and cocktail culture into a single collectible moment.
To extend the celebration beyond industry events, Johnnie Walker also brought the Go Go Highball to consumers. For a limited time following Grammy Week, the cocktail was made available at select Los Angeles bars, including Melrose Umbrella, Roger Room, and Hotel Figueroa.
The activations capped a weekend in which Johnnie Walker positioned itself squarely within Grammy Week’s cultural footprint, reinforcing its long-standing connection to music while pushing a modern, pop-forward expression of Scotch whisky.
LOS ANGELES, CALIFORNIA – JANUARY 30 L-R Maxi Espindola, Chelsea Sloan, Nicole Zignago and Maca Garcia are pictured ahead of the biggest night in music at The Aster on January 30, 2026 in Los Angeles, California. Photo by Phillip Faraone Getty Ima…
LOS ANGELES, CALIFORNIA – JANUARY 30: Colman Domingo is pictured ahead of the biggest night in music at Max & Helen’s on January 30, 2026 in Los Angeles, California. Stars were seen sipping on the cocktail of the weekend, the Go Go Highball, created by Johnnie Walker with GRAMMY award-winning partner Sabrina Carpenter. (Photo by Phillip Faraone/Getty Images for Johnnie Walker)LOS ANGELES, CALIFORNIA – JANUARY 30: Louis du Sauzay is pictured ahead of the biggest night in music at The Aster on January 30, 2026 in Los Angeles, California. Stars were seen sipping on the cocktail of the weekend, the Go Go Highball, created by Johnnie Walker with GRAMMY award-winning partner Sabrina Carpenter. (Photo by Phillip Faraone/Getty Images for Johnnie Walker)LOS ANGELES, CALIFORNIA – JANUARY 30: The Go Go Highball and Johnnie Walker Black Label are pictured ahead of the biggest night in music at The Aster on January 30, 2026 in Los Angeles, California. Stars were seen sipping on the cocktail of the weekend, the Go Go Highball, created by Johnnie Walker with GRAMMY award-winning partner Sabrina Carpenter. (Photo by Phillip Faraone/Getty Images for Johnnie Walker)LOS ANGELES, CALIFORNIA – JANUARY 30: Johnnie Walker lights up the skyline of Los Angeles with large scale animations to celebrate music’s biggest weekend at The Aster on January 30, 2026 in Los Angeles, California. (Photo by Phillip Faraone/Getty Images for Johnnie Walker)LOS ANGELES, CALIFORNIA – JANUARY 30: Bottles of Johnnie Walker Black Label are pictured ahead of the biggest night in music at The Aster on January 30, 2026 in Los Angeles, California. Stars were seen sipping on the cocktail of the weekend, the Go Go Highball, created by Johnnie Walker with GRAMMY award-winning partner Sabrina Carpenter. (Photo by Phillip Faraone/Getty Images for Johnnie Walker)LOS ANGELES, CALIFORNIA – JANUARY 30: Johnnie Walker lights up the skyline of Los Angeles with large scale animations to celebrate music’s biggest weekend at The Aster on January 30, 2026 in Los Angeles, California. (Photo by Phillip Faraone/Getty Images for Johnnie Walker)LOS ANGELES, CALIFORNIA – JANUARY 30: Johnnie Walker lights up the skyline of Los Angeles with large scale animations to celebrate music’s biggest weekend at The Aster on January 30, 2026 in Los Angeles, California. (Photo by Phillip Faraone/Getty Images for Johnnie Walker)LOS ANGELES, CALIFORNIA – JANUARY 30: The Go Go Highball and Johnnie Walker Black Label are pictured ahead of the biggest night in music at The Aster on January 30, 2026 in Los Angeles, California. Stars were seen sipping on the cocktail of the weekend, the Go Go Highball, created by Johnnie Walker with GRAMMY award-winning partner Sabrina Carpenter. (Photo by Phillip Faraone/Getty Images for Johnnie Walker)LOS ANGELES, CALIFORNIA – JANUARY 30: A view of atmosphere is pictured pictured ahead of the biggest night in music at Max & Helen’s on January 30, 2026 in Los Angeles, California. Stars were seen sipping on the cocktail of the weekend, the Go Go Highball, created by Johnnie Walker with GRAMMY award-winning partner Sabrina Carpenter. (Photo by Phillip Faraone/Getty Images for Johnnie Walker)
The 2026 Grammys will broadcast live from Crypto.com Arena in Los Angeles, airing on CBS and streaming live and on demand via Paramount+.
LOS ANGELES, CALIFORNIA – JANUARY 30 – Colman Domingo is pictured ahead of the biggest night in music at Max & Helen’s on January 30, 2026 in Los Angeles, California Photo by Phillip Faraone Getty Images for Johnnie Walker
During Grammy Week in Los Angeles, Johnnie Walker made a strong play for music’s biggest weekend, centering its presence around the Johnnie Walker Black Label Go Go Highball and a series of high-profile events tied to the awards.
The Scotch whisky brand, ranked the world’s number one by IWSR in 2024, activated across the city with a slate of celebrations inspired by its global partner, Sabrina Carpenter. Carpenter, who entered the weekend with six Grammy nominations, was closely associated with the Go Go Highball, her signature Johnnie Walker Black Label cocktail.
As part of the ongoing partnership announced in summer 2025, Johnnie Walker leaned into large-scale visibility throughout Grammy Week, including skyline projections and branded moments designed to intersect music, culture, and nightlife. The brand also served as the exclusive spirits partner at several of the weekend’s most prominent pre- and post-Grammy events, placing the Go Go Highball front and center for artists, executives, nominees, and winners.
One of the standout moments came early in the weekend, when Johnnie Walker hosted an invite-only, Sabrina Carpenter-inspired celebration at Max and Helen’s on Larchmont Boulevard. The venue was transformed with cherry-forward décor and floral installations that reflected Carpenter’s playful aesthetic while blending pop glamour with late-night indulgence.
In another nod to the weekend’s red-carpet energy, the brand created a custom crystal-embellished Highball clutch as a keepsake for Johnnie Walker’s friends, tying fashion, music, and cocktail culture into a single collectible moment.
To extend the celebration beyond industry events, Johnnie Walker also brought the Go Go Highball to consumers. For a limited time following Grammy Week, the cocktail was made available at select Los Angeles bars, including Melrose Umbrella, Roger Room, and Hotel Figueroa.
The activations capped a weekend in which Johnnie Walker positioned itself squarely within Grammy Week’s cultural footprint, reinforcing its long-standing connection to music while pushing a modern, pop-forward expression of Scotch whisky.
LOS ANGELES, CALIFORNIA – JANUARY 30 L-R Maxi Espindola, Chelsea Sloan, Nicole Zignago and Maca Garcia are pictured ahead of the biggest night in music at The Aster on January 30, 2026 in Los Angeles, California. Photo by Phillip Faraone Getty Ima…
LOS ANGELES, CALIFORNIA – JANUARY 30: Colman Domingo is pictured ahead of the biggest night in music at Max & Helen’s on January 30, 2026 in Los Angeles, California. Stars were seen sipping on the cocktail of the weekend, the Go Go Highball, created by Johnnie Walker with GRAMMY award-winning partner Sabrina Carpenter. (Photo by Phillip Faraone/Getty Images for Johnnie Walker)LOS ANGELES, CALIFORNIA – JANUARY 30: Louis du Sauzay is pictured ahead of the biggest night in music at The Aster on January 30, 2026 in Los Angeles, California. Stars were seen sipping on the cocktail of the weekend, the Go Go Highball, created by Johnnie Walker with GRAMMY award-winning partner Sabrina Carpenter. (Photo by Phillip Faraone/Getty Images for Johnnie Walker)LOS ANGELES, CALIFORNIA – JANUARY 30: The Go Go Highball and Johnnie Walker Black Label are pictured ahead of the biggest night in music at The Aster on January 30, 2026 in Los Angeles, California. Stars were seen sipping on the cocktail of the weekend, the Go Go Highball, created by Johnnie Walker with GRAMMY award-winning partner Sabrina Carpenter. (Photo by Phillip Faraone/Getty Images for Johnnie Walker)LOS ANGELES, CALIFORNIA – JANUARY 30: Johnnie Walker lights up the skyline of Los Angeles with large scale animations to celebrate music’s biggest weekend at The Aster on January 30, 2026 in Los Angeles, California. (Photo by Phillip Faraone/Getty Images for Johnnie Walker)LOS ANGELES, CALIFORNIA – JANUARY 30: Bottles of Johnnie Walker Black Label are pictured ahead of the biggest night in music at The Aster on January 30, 2026 in Los Angeles, California. Stars were seen sipping on the cocktail of the weekend, the Go Go Highball, created by Johnnie Walker with GRAMMY award-winning partner Sabrina Carpenter. (Photo by Phillip Faraone/Getty Images for Johnnie Walker)LOS ANGELES, CALIFORNIA – JANUARY 30: Johnnie Walker lights up the skyline of Los Angeles with large scale animations to celebrate music’s biggest weekend at The Aster on January 30, 2026 in Los Angeles, California. (Photo by Phillip Faraone/Getty Images for Johnnie Walker)LOS ANGELES, CALIFORNIA – JANUARY 30: Johnnie Walker lights up the skyline of Los Angeles with large scale animations to celebrate music’s biggest weekend at The Aster on January 30, 2026 in Los Angeles, California. (Photo by Phillip Faraone/Getty Images for Johnnie Walker)LOS ANGELES, CALIFORNIA – JANUARY 30: The Go Go Highball and Johnnie Walker Black Label are pictured ahead of the biggest night in music at The Aster on January 30, 2026 in Los Angeles, California. Stars were seen sipping on the cocktail of the weekend, the Go Go Highball, created by Johnnie Walker with GRAMMY award-winning partner Sabrina Carpenter. (Photo by Phillip Faraone/Getty Images for Johnnie Walker)LOS ANGELES, CALIFORNIA – JANUARY 30: A view of atmosphere is pictured pictured ahead of the biggest night in music at Max & Helen’s on January 30, 2026 in Los Angeles, California. Stars were seen sipping on the cocktail of the weekend, the Go Go Highball, created by Johnnie Walker with GRAMMY award-winning partner Sabrina Carpenter. (Photo by Phillip Faraone/Getty Images for Johnnie Walker)
The 2026 Grammys will broadcast live from Crypto.com Arena in Los Angeles, airing on CBS and streaming live and on demand via Paramount+.
