Johnnie Walker Launches Global Partnership With Sabrina Carpenter

Johnnie Walker has launched a global, multi-year partnership with Grammy-winning pop star Sabrina Carpenter, aligning with the release of her new album, Man’s Best Friend, and the final leg of her Short n’ Sweet Tour. This collaboration aims to reach younger, progressive music fans by blending Carpenter’s creative energy with the iconic Scotch whisky brand's legacy, offering fans exclusive album-inspired whisky cocktails and content across major cities and digital platforms. John Williams, Global Head of Whiskeys at Diageo, highlighted Carpenter as a perfect fit for the brand’s “Keep Walking” ethos, emphasizing personal growth and empowerment. The campaign includes sophisticated advertising visuals featuring Carpenter and encourages fans to experiment with refreshed whisky cocktails like the Manhattan, whisky sour, and highball with her unique twist. While the partnership celebrates boldness and self-expression, Carpenter has also addressed some controversy surrounding her album’s provocative cover art, defending her artistic choices. Overall, the initiative represents Johnnie Walker's strategic effort to engage Gen Z and younger adult drinkers by connecting whisky culture with contemporary music and artistry.