Johnnie Walker Blue Label has appointed acclaimed actor Callum Turner as its global ambassador. The year-long partnership, announced in London on 30 July 2026, aims to attract new audiences to the luxury Scotch whisky while strengthening its presence in global pop culture.
The collaboration will celebrate what the brand calls “progress, craftsmanship and the moments that matter.”
Turner will feature in a series of videos and portraits that place Johnnie Walker Blue Label at the center of celebrations, both large and small.
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The actor is best known for his screen work and his profile in the fashion world. He currently appears in the independent features “Rose Bush Pruning” and “Rose of Nevada,” and will star in the upcoming romantic comedy “One Night Only.” Next year, Turner will take the male lead in the Apple TV+ adaptation of “Neuromancer.”
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As part of the partnership, Turner will travel to Scotland to learn about the whisky’s production. The trip will explore the lengths the master blender goes to in sourcing whiskies with sufficient depth and character.
“The ethos of Johnnie Walker Blue Label is one that I’ve always admired,” said Turner. “With only one in ten thousand casks ever making it in, that level of care is what sets it apart.”
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READ THE STORYHe added: “Blue Label is the first bottle I reach for when celebrating with my mates, and now to officially be in partnership is a real honour.”
Neil Shah, global brand director for Johnnie Walker, said the brand had “championed progress in all its forms” for more than 200 years.
“Callum embodies that same spirit: quietly persistent, endlessly dedicated to his craft, forging his own path while staying true to his roots,” Shah said. “We’re proud to welcome him to the Johnnie Walker Blue Label family as he enters the next chapter of his journey.”
Only one in 10,000 casks from Johnnie Walker’s reserves is selected for Blue Label. Some of these come from long-closed “ghost” distilleries.
Johnnie Walker is owned by Diageo, the world’s largest spirits producer. The brand traces its origins to 1820, when John Walker began selling whisky from his grocery store in Kilmarnock, Scotland.
