Sabrina Carpenter is shaking up the whisky world in a high-profile partnership with Johnnie Walker Black Label, the world’s leading Scotch whisky brand.
Fresh off her GRAMMY win and with her new album Man’s Best Friend setting streaming records, Carpenter brings global pop star power to a heritage label that has been defining whisky culture for over a century. This collaboration merges music, mixology, and modern storytelling to connect with a new generation of whisky drinkers across London, Birmingham, Manchester, Glasgow, Leeds, Liverpool, and Sheffield.
Fans can expect signature cocktails, exclusive tour experiences, and a fresh wave of content celebrating creativity and connection. With Sabrina’s Short n’ Sweet Tour entering its final leg, the timing could not be better for a partnership that blends tradition with trendsetting innovation.
A Perfect Pairing of Music and Whisky
Johnnie Walker’s Keep Walking mantra has always been about progress and forward motion. By teaming up with Sabrina Carpenter, the brand signals its commitment to reaching a younger, culturally savvy audience.
“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,”John Williams
Global Head of Whiskeys at Diageo
Williams added that Sabrina’s “fearless creativity and deep connection with a new generation” make her a natural fit for this global initiative.
For Carpenter, the campaign reflects her own artistic evolution.
“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,”
Sabrina Carpenter
Man’s Best Friend Meets Black Label
Carpenter’s new album Man’s Best Friend sets the tone for the collaboration: bold, confident, and unapologetically fun. Director JJ Stratford, who shaped the campaign’s visual identity, drew inspiration from vintage whisky ads while giving them a modern edge.
“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,”
JJ Stratford, Director and Video Artist
The campaign’s imagery blends retro glamour with today’s fast-paced, digital-first aesthetic, perfect for TikTok clips and stadium screens. The partnership brings whisky into the modern conversation by making it visually exciting and culturally relevant.
Cocktails That Tell a Story
Whisky is at the heart of this collaboration, showcased through three timeless cocktails designed to fit different occasions. Fans attending select Short n’ Sweet Tour stops can sip exclusive Johnnie Walker serves, each tailored for speed and flair.
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Manhattan for Manhattan – A classic stirred cocktail perfect for a gallery opening in Chelsea.
Recipe link -
Whisky Sour for Chicago or Atlanta – Citrusy and refreshing, ideal for late-night bites.
Recipe link -
Highball for Hong Kong, Las Vegas, San Francisco – A bubbly, refreshing serve perfect for rooftop gatherings.
Recipe link
The cocktails are more than drinks — they represent moments. Local bars are encouraged to riff with regional ingredients, from yuzu bitters in Los Angeles to alpine herbs in Aspen. For UK audiences, think elderflower twists or heather honey for a distinctly British touch.
Connecting Culture and Community
The Johnnie Walker Sabrina Carpenter partnership goes beyond cocktails. It’s about bringing people together through shared experiences. Whether at stadiums, intimate lounges, or home gatherings, the collaboration celebrates creativity and responsible enjoyment.
To ensure safe celebrations, fans are encouraged to visit Responsibility.org for practical tips.
This is also a global campaign, with digital content rolling out across Instagram and TikTok. Fans can follow updates via @JohnnieWalker, @JohnnieWalkerUS, and Sabrina Carpenter’s official channels.
Global Authenticity
For Johnnie Walker, this move is a strategic bridge between its iconic 12-year-old blend and a generation that consumes culture on Instagram, TikTok, and Spotify. Sabrina Carpenter embodies that bridge: a music and fashion icon with a global fanbase who values authenticity.
The collaboration positions Johnnie Walker Black Label as the hero spirit in today’s cocktail-driven culture. It signals that whisky is no longer confined to quiet study rooms or traditional pubs but belongs in vibrant, diverse spaces.
Raising a Glass to Progress
This partnership between Sabrina Carpenter and Johnnie Walker Black Label is more than a marketing move — it’s a cultural moment. By blending heritage and modernity, the collaboration invites a new generation to explore whisky in creative, meaningful ways. Whether you’re at a rooftop bar in London or hosting friends at home in Manchester, this is a toast worth making.
Follow the journey online and in person, and remember to enjoy responsibly as you keep walking into bold, new experiences.
