Johnnie Walker, the world’s number one Scotch whisky brand, has unveiled a bold global partnership with GRAMMY-winning superstar Sabrina Carpenter. This groundbreaking multi-year collaboration marks a transformative new era in the world of whisky, merging creative self-expression, music, and the empowering spirit that defines both Carpenter’s artistry and Johnnie Walker’s “Keep Walking” mantra.
A Fearless New Campaign Inspired by “Man’s Best Friend”
At the heart of this campaign is the inspiration drawn from Sabrina Carpenter’s latest album, Man’s Best Friend. The campaign sets out to reimagine the whisky experience through Sabrina’s lens—bold creativity, authenticity, and the fearless pursuit of self-expression and empowerment. With the release of her highly anticipated new album, Johnnie Walker’s partnership with Carpenter offers fans of legal drinking age a glimpse into her take on classic whisky cocktails and album-inspired content that echoes the confident, playful sound of her current musical era.
Uniting Music and Whisky for a Global Cultural Moment
Launched in sync with the final leg of Carpenter’s Short n’ Sweet Tour, the campaign brings album-inspired cocktail creations to life, including the Black Label Cherry Highball, Manhattan, and Whisky Sour. Fans attending select tour stops will be treated to these signature drinks, mixed with surprise-and-delight moments that make the evening as memorable as Carpenter’s electrifying performances.
“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 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.”
Fearless Self-Expression and Celebration
For Sabrina Carpenter, this partnership marks an evolution—one rooted in confidence and purpose:
“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,” she says.
The campaign’s aesthetic was developed in collaboration with director and video artist JJ Stratford, who said, “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. 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.”
A New Era for Whisky and Music
Johnnie Walker’s collaboration with Carpenter is only the beginning; the brand plans to partner with other progressive voices in music to tell unique stories of progress and shape the future of how people experience Johnnie Walker Black Label. With digital content rolling out across cities and platforms, fans everywhere are invited to join the conversation and mix up their own Sabrina-inspired cocktails, turning everyday moments into memorable celebrations.
Whether enjoying a Black Label Cherry Highball at a stadium during Carpenter’s tour or mixing a classic whisky cocktail at home, the campaign encourages fans to embrace self-expression, creativity, and boldness—all values reflected in both Carpenter’s music and Johnnie Walker’s enduring legacy.
Where to Experience and Celebrate
You can follow @JohnnieWalker and @JohnnieWalkerUS on Instagram for updates on the partnership and to discover exclusive content inspired by Carpenter’s journey. As the campaign launches globally, Johnnie Walker and Sabrina Carpenter invite all to share in a celebration of music, progress, and unforgettable whisky experiences always enjoyed responsibly.
