When you think of Scotch whisky, images of cozy firesides, leather armchairs, and maybe a classic rock tune in the background might come to mind. But what if that picture got a fresh shake-up from one of today's hottest pop stars? Johnnie Walker, the top-selling Scotch brand around the globe, has just locked in a major deal with Sabrina Carpenter, the Grammy-winning singer who's been lighting up charts and stages everywhere. This partnership isn't just about slapping a celebrity face on a bottle—it's a real push to blend the worlds of music and whisky in ways that feel exciting and forward-thinking.
Johnnie Walker has been around since the days of its founder, John Walker, who started crafting blends back in the 1800s with a focus on top-notch flavor and quality. Today, it's enjoyed in more than 160 countries, selling nearly 19 million cases a year. The lineup includes favorites like Red Label, Black Label, Double Black, Green Label, High Rye, Gold Label Reserve, the 18-year-old, and the premium Blue Label. As the number-one Scotch according to recent industry reports, the brand has always stood for progress, summed up in its famous "Keep Walking" slogan that encourages folks to keep pushing ahead in life.
Image credit: Johnnie Walker
Now, enter Sabrina Carpenter. This multi-talented artist has built a massive following as a singer, songwriter, actress, and even a fashion influencer. She's got two Grammys under her belt and has racked up gold and multi-platinum hits. Her journey started with roles on TV and in movies, but her music career really took off with albums that show off her growth. Her fifth record, "emails i can’t send," got rave reviews and featured tracks like "Feather," which hit number one on pop radio. She toured the world with it, selling out shows from North America to Europe, Asia, and Brazil. She even opened for Taylor Swift on parts of the Eras Tour in places like Latin America, Australia, and Singapore.
Carpenter made waves at Coachella with her debut performance, and right before that, she dropped "Espresso," a single that critics called a contender for song of the summer. It shot to the top of charts in the UK and Australia, cracked the top five in the US, and racked up over 200 million streams on Spotify in its first month. Then came "Please Please Please," which debuted high on the Billboard Hot 100 and quickly claimed the top spot, also dominating Spotify and Apple Music. She capped off that momentum with a spot on Saturday Night Live's season finale, performing a medley of her hits.
Her latest album, Man's Best Friend, marks a new chapter where she's stepping into a more confident, unapologetic vibe while holding onto her playful charm. It's inspired by themes of bold creativity, self-expression, and empowerment—stuff that resonates with anyone who's ever faced a challenge and come out stronger. The record has been a hit, earning her six Grammy nominations as a first-time nominee, and she took home wins for Best Pop Vocal Album and Best Pop Solo Performance for "Espresso." At the Grammys, she delivered a standout performance of "Espresso" mixed with "Please Please Please." Her Short n’ Sweet Tour, tied to her previous work but wrapping up now, has been a sellout success, with 33 dates in North America and a European leg just finished. She's got more North American shows coming up, including multiple nights at big venues like Crypto.com Arena in LA and Madison Square Garden in New York.
This Johnnie Walker partnership kicks off right as the final leg of that tour gets underway, tying directly into the release of Man's Best Friend. It's a multi-year deal aimed at reimagining how people enjoy whisky, especially through the lens of music and personal stories. Johnnie Walker wants to team up with forward-thinking artists like Carpenter to share tales of progress and change up the whisky scene. For fans old enough to drink, it means getting Sabrina's personal spins on classic cocktails made with Johnnie Walker Black Label—think a Manhattan, a whisky sour, or a highball, but with her unique twist.
Image credit: Johnnie Walker
One standout is the Black Label Cherry Highball, which captures that confident, fun energy from her new album. The campaign will roll out in major cities and online, with content that encourages people to mix their own versions at home or share the experience with friends. It's all about sparking talks and creating moments that blend the thrill of live music with the smooth taste of Scotch. At certain tour stops, fans over 21 can grab these signature drinks, complete with special surprises that amp up the night alongside the concerts.
John Williams, the global head of whiskeys at Diageo—Johnnie Walker's parent company—put it this way: Music has always been a big part of life's journey, and it ties right into the "Keep Walking" idea of personal growth. Bringing in Sabrina, with her bold style and connection to younger crowds, adds a fresh spark to the brand. Together, they're using music to make whisky feel more dynamic and inclusive.
Carpenter herself is pumped about it. She said stepping into this phase of her music feels thrilling and unfiltered, and the partnership is a chance to celebrate big, break rules, and move ahead with intent. It's like her album—more assured, but still with that signature wit and appeal.
The creative side comes from folks like director JJ Stratford, who drew from old-school spirits ads but added Carpenter's modern edge, humor, and timeless look. The result is something that feels classic yet totally new, much like how Johnnie Walker has evolved over generations while staying iconic.
Diageo, the powerhouse behind Johnnie Walker, is a global player in drinks with brands like Crown Royal, Smirnoff, Captain Morgan, and Guinness. They're listed on stock exchanges in London and New York, and their products reach nearly 180 countries. They push responsible drinking through sites like DRINKiQ.com, emphasizing safe enjoyment every day.
For anyone curious, keep an eye on Johnnie Walker's social channels on Instagram and Facebook for updates. Whether you're catching a show or kicking back at home, this collab is a reminder that good whisky and great music can make any moment better—just remember to sip responsibly.
This partnership isn't just a marketing move; it's a sign of how traditions like Scotch can adapt and stay relevant. For guys who've enjoyed Johnnie Walker through the years, seeing it paired with a star like Carpenter might inspire trying a new cocktail or revisiting a favorite album. It's about progress, after all—keeping walking, one step, one sip, one song at a time.
