What does confidence taste like? If Sabrina Carpenter’s fearless, unapologetic new album, Man’s Best Friend, were a cocktail, what would be in it? Today, we have an answer.
Diageo is beyond excited to announce that Johnnie Walker, the world’s number one Scotch whisky, is stepping into a bold new era with a multi-year global partnership with GRAMMY® Award-winning superstar Sabrina Carpenter! This isn’t just another collaboration; it’s a movement rooted in creative self-expression, experimentation, and, of course, celebration.
An Unapologetic New Era
Timed perfectly with the release of her highly-anticipated album, this partnership is inspired by the confident, playful, and empowered spirit of Sabrina’s new music. It’s about reimagining the world of whisky through her unique lens and connecting with a new generation ready to write their own rules.
For Carpenter, this partnership is a natural extension of her artistic evolution.
“Stepping into this next chapter of my music has been such a thrill. It feels more confident and a lot more unapologetic,” said Sabrina Carpenter. “This partnership is about celebrating boldly, pushing boundaries, and moving forward with purpose.”
A Classic, Reimagined
So, what does this collaboration actually look like? Get ready for a global campaign that blends timeless style with a modern, clever wink—just like Sabrina herself. The campaign will roll out album-inspired content and showcase Sabrina’s personal take on classic Johnnie Walker Black Label cocktails.
Campaign director JJ Stratford captured the vision perfectly: “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… we layered in Sabrina’s bold yet timeless aesthetic, clever humor and a modern wink to make it unmistakably her own.”
This partnership is all about harnessing the power of music to bring a fresh, dynamic energy to the whisky experience.
“We are thrilled to welcome Sabrina as the newest voice in our story,” said John Williams, Global Head of Whiskeys at Diageo. “Her fearless creativity and deep connection with a new generation make her a powerhouse addition to our Johnnie Walker family.”
Join the Celebration on the Short n’ Sweet Tour!
The best part? You can be a part of it. The campaign is kicking off alongside the final leg of Sabrina’s Short n’ Sweet Tour.
Fans 21 and over attending select stops can enjoy Sabrina’s signature Johnnie Walker Black Label cocktails, including her take on a Manhattan, a whisky sour, and a whisky highball. Get ready for surprise-and-delight moments designed to make the night as memorable as the music.
Stay Connected
This is just the first verse of what promises to be an incredible story. To keep up with all the latest news and get inspired to mix your own Sabrina-style cocktails:
- Follow on Social Media: Be sure to follow @JohnnieWalker and @JohnnieWalkerUS on Instagram and Facebook.
Whether you’re in a stadium singing along or celebrating at home, please remember to enjoy Johnnie Walker responsibly. Cheers!
