Johnnie Walker partners with artist Sabrina Carpenter in global campaign

Johnnie Walker has entered into a multi-year global partnership with Grammy Award–winning artist Sabrina Carpenter. The collaboration marks the brand’s first major step in working with leading music voices to reimagine how whisky can be experienced through creativity, self-expression, and cultural moments.

Timed with the release of Carpenter’s upcoming album Man’s Best Friend and the final leg of her Short n’ Sweet Tour, the partnership introduces a campaign blending music, cocktails, and storytelling. Fans of legal drinking age will be able to discover Sabrina’s personal takes on classic Johnnie Walker Black Label cocktails, alongside content inspired by her new sound.

Campaign rolls out across concerts and digital platforms

The campaign is launching globally, with content appearing in key cities and across digital platforms. At select tour stops, fans 21 and older will be able to enjoy Johnnie Walker Black Label cocktails such as a Manhattan, whisky sour, and highball, paired with live experiences designed to extend the celebratory spirit of the music.

John Williams, Global Head of Whiskeys at Diageo: "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."

A shared focus on bold creativity

Sabrina Carpenter: "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."

JJ Stratford, director and video artist: "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."

Whisky meets music culture

The partnership underscores Johnnie Walker’s ambition to blend whisky with cultural storytelling, aligning with contemporary audiences through music, creativity, and shared experiences. By working with Carpenter, the brand looks to connect with a new generation while reinforcing its long-standing Keep Walking ethos.