The World's Biggest Scotch Brand Picks a K-Pop Star
Johnnie Walker has named BLACKPINK's Rosé as a brand partner. The announcement came on Monday, October 26, 2026, with a launch event at Bar 81 in Signiel Seoul, a luxury hotel in Lotte World Tower, where Rosé presented her signature cocktail. Johnnie Walker is owned by Diageo and is the world's best-selling Scotch brand, with annual sales of more than 22 million cases.
The deal is the second major pop-music partnership for the brand in as many years, and it signals where Johnnie Walker thinks its next customers are.
What the Partnership Covers
Campaigns will celebrate her creativity in Korea, Britain, Indonesia, China and other markets, and the collaboration will explore new expressions of the brand in culture, design and creativity. No specific bottlings, prices or release dates have been announced beyond the cocktail. Rosé will contribute to projects across design, creativity and culture, according to one report, which suggests more than a cocktail is planned.
The Twist of Something Highball
Her signature drink is the "Twist of Something Highball," made with Johnnie Walker Black Label. It will later be served at other Seoul bars, including venues on the Asia's 50 Best Bars list and bars run by World Class Korea champions, a Diageo-sponsored bartending competition. A highball is the style Johnnie Walker has pushed across Asia: whisky, ice and soda, built to be light and drinkable.
The highball is also an easy way for a new drinker to get into Scotch. It does not require a taste for neat whisky, it works with food, and it can be made at home with two or three ingredients.
In Their Words
Rosé said she is happy to "try something new that connects different worlds" through the collaboration, and called it an honor to "add my own color to the heritage" of the brand. Neil Shah, Johnnie Walker's global brand director, said Rosé's "ambition and self-expression are deeply connected to" the brand's "Keep Walking" values.
A Pattern of Pop Partnerships
The deal follows Johnnie Walker's multiyear partnership with Sabrina Carpenter, announced last year, which produced a signature cocktail and limited-edition products. Rosé holds Korean and New Zealand citizenship and is known for BLACKPINK and her solo career; her first solo album, rosie, includes the global hit "APT."
Why Whisky Brands Chase Pop Stars
The strategy is clear. Scotch brands are looking for younger drinkers, and pop stars with global followings reach people who would not normally pay attention to whisky. A highball cocktail is a lower-barrier entry than a neat pour of an aged malt, and a signature serve gives bartenders something to put on a menu. For a brand that already sells more than 22 million cases a year, the goal is less about awareness than about relevance with new consumers.
Why Korea First
The launch in Seoul is deliberate. South Korea has a long history with whisky, and its bar culture, including the World Class Korea bartending competition, is closely tied to Diageo's activity in the region. Launching in Korea ties the partnership to Rosé's home market and to a city with a strong cocktail scene, before campaigns spread to Britain, Indonesia, China and elsewhere.
What It Means for Whisky Fans
Purists may roll their eyes, but partnerships like this are what keep a brand of Johnnie Walker's size growing in Asia, one of Scotch's biggest markets. Fans should watch for any limited-edition releases tied to the partnership, which the brand has not announced. The Carpenter deal produced limited-edition products, so a similar bottle or pack is plausible, though nothing has been confirmed.
In the meantime, the cocktail gives anyone a simple way to try the pairing: Black Label, ice and soda, with a twist. It is a reminder that Scotch can be both a collector's bottle and a drink for a hot afternoon, and that brands are increasingly happy to sell it both ways.
