Scotch whisky giant Johnnie Walker announced a global partnership with Grammy Award-winning artist Sabrina Carpenter on Thursday, marking a strategic shift to connect with younger drinkers through music collaborations.
The multi-year deal coincides with the release of Carpenter’s new album “Man’s Best Friend” today (August 29th), and the final leg of her Short n’ Sweet Tour.
Johnnie Walker and Sabrina Carpenter Launch Cocktail Campaign
The campaign features Carpenter’s interpretations of classic whisky cocktails, including Manhattan, whisky sour, and whisky highball variations. Select tour stops will offer these signature drinks to fans 21 and older, with special experiences designed to complement the concert atmosphere.
“Music plays such a meaningful role in everyone’s life journey, and it has always been a way of connecting people to Johnnie Walker’s ‘Keep Walking’ mantra, which is aimed at inspiring personal progress,” said John Williams, Global Head of Whiskeys at Diageo.“We are thrilled to welcome Sabrina as the newest voice in our story. Her fearless creativity and deep connection with a new generation make her a powerhouse addition to our Johnnie Walker family. Together, we’ll harness the power of music to bring a bold, new energy to the whisky experience.”
The partnership aims to reshape perceptions of whisky consumption among younger demographics, particularly in markets where spirits face declining interest from millennials and Gen Z consumers. Content will roll out across digital platforms and key cities worldwide, featuring album-inspired themes that reflect what the company describes as Carpenter’s “confident, playful spirit.”
Sabrina Carpenter and Johnnie Walker Target New Generation
The campaign emphasizes creativity, self-expression and what marketing materials describe as “bold celebration.”
“Stepping into this next chapter of my music has been such a thrill. It feels more confident and a lot more unapologetic. This partnership is about celebrating boldly, pushing boundaries, and moving forward with purpose,” Carpenter stated in the announcement.
Campaign director JJ Stratford noted the creative approach references classic spirits advertising while incorporating contemporary elements: “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, stepping into a more confident, self-assured chapter while keeping her signature charm,” said Stratford. “In developing this campaign, we nodded to the golden age of spirits advertising, then layered in Sabrina’s bold yet timeless aesthetic, clever humor and a modern wink to make it unmistakably her own.”
You can keep up with Sabrina’s whisky era by following Johnnie Walker on Instagram.
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