Johnnie Walker has announced a global partnership with GRAMMY Award–winning artist Sabrina Carpenter, marking a bold and unexpected intersection of whisky and music. The multi-year collaboration signals what Johnnie Walker calls a “transformative era,” one rooted in creative self-expression, experimentation, and celebration.
A First Verse in a Larger Story
For Johnnie Walker, the partnership with Carpenter is the first step in a broader plan to collaborate with progressive voices in music—artists who embody the brand’s Keep Walking ethos of resilience and reinvention. Timed to coincide with the release of Carpenter’s highly anticipated new album, Man’s Best Friend, the campaign blends music, storytelling, and whisky culture in a way that feels deliberately modern.
The project offers fans of legal drinking age Carpenter’s own interpretations of classic whisky cocktails—her spin on a Manhattan, a whisky sour, and a highball—alongside album-inspired content that reflects the playful, confident energy of her new sound.
A Campaign That Mixes Music and Whisky
The collaboration launches globally as Carpenter enters the final leg of her Short n’ Sweet Tour, with activations appearing in key cities and across digital platforms. At select tour stops, fans 21+ can enjoy her signature Johnnie Walker Black Label cocktails, paired with “surprise-and-delight” experiences designed to blur the line between stage and spirit.
“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,” 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.”
Carpenter herself echoed that sense of creative liberation: “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.”
Blending Tradition With Modernity
The campaign was developed with JJ Stratford, director and video artist, who described the vision as a nod to the golden age of spirits advertising, reimagined through Carpenter’s lens. “We layered in her bold aesthetic, clever humor, and modern sensibility to make it unmistakably her own,” Stratford said.
It is a deliberate contrast: Johnnie Walker Black Label, with its two centuries of history, paired with Carpenter, an artist who is very much at the start of what appears to be a long career arc. The synthesis is designed to feel both timeless and new, as if whisky and music have always been moving in parallel and have only now crossed paths in a way that feels culturally resonant.
A New Cultural Moment for Whisky
For Johnnie Walker, the Sabrina Carpenter partnership is less about product placement than about redefining the spaces where whisky can live: on tour, in digital communities, in the cultural fabric of a generation that celebrates authenticity and progress.
In Carpenter’s words, it is “about celebrating boldly.” In Johnnie Walker’s, it is the latest verse in a story that continues to evolve—proof that even the most iconic of spirits can keep walking forward.
For ore information, head over to the brand’s official website.
