The BLACKPINK star and solo powerhouse launches the partnership in Seoul with signature cocktails and a message of creative forward motion.
From Seoul to the world, ROSÉ has officially joined the Johnnie Walker family as the new global brand ambassador for Johnnie Walker Black Label.
The announcement, timed for late October 2026, marks another high-profile music partnership for the world’s best-selling Scotch whisky brand. It follows the multi-year collaboration with Sabrina Carpenter. Furthermore, it continues Johnnie Walker’s push to connect with a new generation through artists known for bold self-expression and cultural reach.
Beginnings
The story begins in Seoul—the city that helped shape ROSÉ’s own journey. At an exclusive launch event at SIGNIEL SEOUL’s BAR 81 on October 26, the Grammy-nominated artist (best known as a member of BLACKPINK and for her solo work, including the global smash “APT.” with Bruno Mars and her album Rosie) debuted her signature serve: the Twist of Something Highball. The partnership also introduces four exclusive cocktails crafted through her creative lens—Toxic Sour, Sweet Girl Intuition, Twist of Something, and Straight to the Point—designed to reflect her taste, fearless creativity, and personal style.
“Johnnie Walker is a brand with incredible ‘maeryeok,’ as we say in Korean, a distinctive appeal that has remained iconic across generations,” ROSÉ said. She added that she is “delighted to expand my creative horizons and make a new attempt to connect different worlds through this collaboration,” calling it an honor to add her own unique color to the brand’s heritage.
Neil Shah, Johnnie Walker’s Global Brand Director, echoed the sentiment, noting the opportunity to share ROSÉ’s unique perspective through captivating cocktails and brand experiences worldwide. The campaign will roll out from Seoul to major Asian cities and then globally, celebrating shared values of self-expression, creativity, and the spirit of continually moving forward.
Strategy
For Johnnie Walker, the move is strategic. Under parent company Diageo, the brand has leaned into music, fashion, and culture collaborations to make whisky feel more approachable and contemporary—especially for younger legal-age drinkers who may not have grown up with traditional Scotch. Pairing with a global pop force like ROSÉ, who bridges K-pop, Western pop, and fashion, extends that “Keep Walking” message into new audiences while giving the artist a fresh creative canvas beyond music.
Drink responsibly. This partnership is intended for those of legal purchase age.
