Johnnie Walker taps Sabrina Carpenter to remix whisky culture

Johnnie Walker has named GRAMMY award-winning artist Sabrina Carpenter as its latest global partner, kicking off a multi-year collaboration that blends whisky, music, and self-expression.

The partnership coincides with Carpenter’s new album, Man’s best friend, and aims to reimagine how whisky can intersect with culture, creativity, and fan engagement. Johnnie Walker said the campaign is inspired by Carpenter’s bold, playful persona and her approach to experimentation in music.

Timed with the final leg of Carpenter’s "Short n’ sweet" tour, the campaign will spotlight her favorite Johnnie Walker Black Label cocktails, including the Manhattan, whisky sour, and whisky highball, while rolling out album-inspired digital content across global markets.

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Select tour stops will offer fans exclusive opportunities to sample these drinks, paired with surprise-and-delight moments designed to make each night memorable.

The collaboration marks Johnnie Walker’s first major initiative to work with progressive voices in music, highlighting the brand’s interest in storytelling and cultural relevance beyond traditional whisky marketing. Fans are encouraged to try their own Sabrina-inspired cocktails, positioning the campaign as both an experiential and social conversation starter.

"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 Carpenter 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."

Speaking on the partnership, Carpenter said, "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." 

In tandem, JJ Stratford, director and video artist for the campaign said, "Johnnie Walker has evolved through generations to become the modern icon it is today, and Carpenter 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 Carpenter's bold yet timeless aesthetic, clever humor and a modern wink to make it unmistakably her own."

Johnnie Walker isn’t alone in tapping star power. In June, vodka brand Grey Goose launched its global campaign, "Grey Goose hôtel", fronted by Oscar-winning actor Zoe Saldaña and created by BBH USA, the brand’s new creative agency.

The campaign debuted with short films highlighting the French art of living, indulgence, and playful disregard for the clock. Directed by Martin Werner with cinematography by Oscar nominee Rodrigo Prieto, the hero spot Last-ish call follows Saldaña as she sneakily extends the night after the hotel bar closes, proving that at Grey Goose Hôtel, last call is just a suggestion.

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