Johnnie Walker, the world’s top-selling Scotch whisky brand, has just taken a bold, music-forward step into the future. The brand announced a multi-year global partnership with Grammy-winning pop star Sabrina Carpenter, timed to coincide with the release of her new album Man’s Best Friend and the final leg of her Short n’ Sweet tour.
This collaboration is about more than just face recognition—it’s a fusion of whisky culture and contemporary pop. Carpenter lends her playful, confident aesthetic to reinvent classic Johnnie Walker Black Label cocktails—think riffs on the Manhattan, Whisky Sour, and Highball—each reimagined through her creative lens.
“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,” notes John Williams, Global Head of Whiskeys at Diageo. “Her fearless creativity and deep connection with a new generation make her a powerhouse addition to our Johnnie Walker family.” Watch below:
“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,” says 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.
Carpenter’s newest album, Man’s Best Friend, has dropped today.
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