Mumbai: Johnnie Walker has announced a global partnership with Grammy Award–winning artist Sabrina Carpenter, unveiling a multi-year collaboration that the whisky maker describes as “a bold, transformative era for whisky and music, rooted in creative self-expression, experimentation, and celebration.”
The initiative marks the first in a series of collaborations between Johnnie Walker and music voices, with the goal of sharing stories of progress and inspiring fans worldwide.
Timed with the release of Carpenter’s new album Man’s Best Friend, the collaboration will feature Carpenter’s take on classic whisky cocktails and album-inspired content. The campaign launches globally alongside the final leg of her Short n’ Sweet tour, with activations planned across major cities and digital platforms. Fans will also be encouraged to create and share their own cocktail creations inspired by Carpenter.
“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.
Carpenter added, “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.”
The collaboration strengthens Johnnie Walker’s brand presence among younger consumers, particularly in Asia and global markets, by bridging whisky culture with music-led storytelling.
