Johnnie Walker partners with GRAMMY winner Sabrina Carpenter in a bold global campaign blending whisky, music, creativity and celebration.
A Bold, Transformative Partnership
The partnership marks the first verse of Johnnie Walker’s plan to team up with progressive voices in music. Together, they aim to tell unique stories of progress and redefine how and where people enjoy Johnnie Walker Black Label.
Timed to the release of Carpenter’s highly-anticipated album Man’s Best Friend, the collaboration will feature Sabrina’s take on classic whisky cocktails and exclusive album-inspired content that reflects her confident, playful sound.
Music Meets Whisky Culture
The campaign launches globally during the final leg of Carpenter’s Short n’ Sweet Tour. Content will roll out across key cities and digital platforms, designed to spark conversation and inspire fans of legal drinking age to create their own Sabrina-inspired Johnnie Walker cocktails.
This cultural moment blends whisky and music in a way that’s designed to be shared and celebrated worldwide.
A New Voice for “Keep Walking”
“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. 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.”
— John Williams, Global Head of Whiskeys at Diageo
Shaping the Future of Whisky Experiences
Through this partnership, Johnnie Walker continues its legacy of innovation while Sabrina Carpenter brings a fearless, creative spirit that resonates with a new generation. Together, they redefine what it means to “Keep Walking.”
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