September 4, 2025 — Global: Whisky brand Johnnie Walker has teamed up with pop star Sabrina Carpenter to launch a new campaign that mixes music, cocktails, and creativity. The partnership will run for several years and aims to make whisky more fun and modern for younger audiences.
The campaign comes alongside Carpenter’s new album Man’s Best Friend and her ongoing “Short n’ Sweet” tour. At select tour stops, fans will have the opportunity to try her favorite Johnnie Walker Black Label cocktails, including the Manhattan, Whisky Sour, and Whisky Highball.
“This partnership is about celebrating boldly, pushing boundaries, and moving forward with purpose,” said Carpenter. “Stepping into this next chapter of my music has been such a thrill. It feels more confident and a lot more unapologetic.”
sabrina carpenter for johnnie walker x man’s best friend pic.twitter.com/Yhbqv7MSdM
— best of sabrina carpenter (@carpenterfiles) August 30, 2025
Sabrina Carpenter
Johnnie Walker says Carpenter’s bold and playful style inspires the campaign. It’s the brand’s first major move to work with artists who represent fresh voices in music and culture.
“Music plays such a meaningful role in everyone’s life journey,” said John Williams, global head of whiskeys at Diageo. “We are thrilled to welcome Carpenter 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.”
The campaign will also include digital content inspired by Carpenter’s album, encouraging fans to create their own cocktail experiences at home.
