Diageo-owned Scotch whisky brand Johnnie Walker has named Grammy-nominated artist ROSÉ as its newest collaborator. The partnership will debut in Seoul before touring major Asian cities and expanding worldwide. ROSÉ is best known as a member of the K-pop band BLACKPINK and for hit single APT. with Bruno Mars.
The campaign kicks off at Bar 81 at Signiel Seoul, where ROSÉ will host a Johnnie Walker Black Label celebration in the city tied to her story. At the event, she will introduce her signature Twist of Something Highball.
The collaboration pairs one of music’s most prominent artists with the world’s leading Scotch whisky brand around the themes of creativity and self-expression.
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READ THE STORYROSÉ will contribute her personal style and creative perspective across a series of projects spanning design, creativity and culture.
“I’m very excited to expand my creative journey with Johnnie Walker and explore new ways to bring different worlds together,” said ROSÉ. “As a brand that has remained iconic across generations, I’m honoured to bring something of my own to its evolving story.”
The deal reflects Johnnie Walker’s ongoing strategy of partnering with artists who challenge convention and influence culture.
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Neil Shah, Johnnie Walker global brand director, said: “ROSÉ represents a new generation of artists who are fearlessly creative and uncompromising in their individuality – continually pushing culture forward. Her spirit of progress and self-expression is deeply connected to what Johnnie Walker stands for.”
Shah added: “We’re thrilled to partner with ROSÉ to create a delicious range of Johnnie Walker cocktails and experiences to bring her distinctive perspective to people around the world. Together, we want to inspire people to embrace who they are, challenge convention and Keep Walking.”
The ROSÉ partnership follows Johnnie Walker’s multi-year collaboration with Grammy Award-winning artist Sabrina Carpenter, which featured her signature Go Go Highball and a limited-edition Black Label bottle inspired by her style.
ROSÉ’s debut solo album, rosie, landed on December 6, 2024, bringing with it 12 new tracks written during a break from full-band obligations with BLACKPINK members Jisoo, Jennie, and Lisa.
