Sabrina Carpenter shakes it up with Johnnie Walker as the world’s number one Scotch whisky brand has tapped the GRAMMY winner with global pop heat, tapping her new album Man’s Best Friend and the final leg of her Short n’ Sweet Tour.
Expect signature Johnnie Walker Black Label cocktails where and how whisky shows up.
It is a smart move for culture, with a clear promise to bring creative self expression, experimentation, and celebration to the whisky experience for legal drinking age fans around the country.
Sabrina + Johnny Black = Perfect Pairing
Spirit brands win when the product meets a moment. Johnnie Walker has long preached progress with Keep Walking, and Sabrina Carpenter arrives as an artist fluent in music, fashion, and meme culture that travels fast through TikTok and tour stages.
For a heritage label, this pairing reads as a strategic bridge between a classic 12 year blend and a generation that orders a highball at a rooftop bar before a show at Madison Square Garden. It is also a clear signal that Johnnie Walker Black Label is the hero serve in an era of cocktail curiosity and content sharing.
“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,”
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.”
For context on the blend at the center of the story, browse Johnnie Walker Black Label and its classic flavor cues that anchor the cocktails featured in this rollout.
Man’s Best Friend
Whisky as a canvas for modern aesthetics and playful storytelling that nod to the golden age of spirits ads while feeling unmistakably current. That tone syncs with an album era that embraces confidence and unapologetic flair.
“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,”
Sabrina Carpenter
Director and video artist JJ Stratford frames the visual world with a vintage glossy sheen updated for social feeds and stadium screens.
“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 JJ Stratford, director and video artist. “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.”
Fans can expect content to roll out globally as the tour hits key cities, alongside digital drops that invite participation and sharing.
Follow @JohnnieWalker and @JohnnieWalkerUS for updates, and check Sabrina Carpenter’s official site for tour details.
Cocktails and occasions
The collaboration highlights Sabrina’s takes on three timeless serves that showcase Johnnie Walker Black Label in settings from penthouse pre game to Aspen après. At select Short n’ Sweet Tour stops, 21 plus fans can order a Manhattan, a whisky sour, and a whisky highball, each designed for speed of service and crowd appeal.
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Manhattan for Manhattan, of course. Stir Black Label with sweet vermouth and bitters, garnish with a cherry, then take it to a gallery opening in Chelsea. THe house method lives here: /cocktails/black-label-manhattan.
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Whisky sour for Chicago or Atlanta. Shake Black Label with lemon juice and simple syrup, optional egg white for texture, then sip with fried chicken or a late night burger. Try this template: /cocktails/whisky-sour.
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Highball for Hong Kong, Las Vegas, and San Francisco rooftops. Build Black Label over ice with chilled soda water, finish with a lemon twist, then watch the bubbles do the heavy lifting. Learn the ratios: /cocktails/whisky-highball.
The hospitality play is bigger than the arena.
Expect bars to riff with local ingredients, think yuzu bitters in LA, applewood honey in DC, or alpine herbs in Aspen. The Johnnie Walker Sabrina Carpenter partnership encourages experimentation at home too, especially for readers who stock a back bar and entertain frequently.
Culture, community, and responsible enjoyment
The mantra Keep Walking ties progress to real communities where music and mixology intersect. This initiative threads that idea through content, cocktails, and on the ground activations that meet fans where they are, from stadium concourses to neighborhood lounges. It also arrives with a reminder to enjoy responsibly, whether you are toasting in Berlin or booking a car in Miami after the encore. For practical tips, visit Responsibility.org.
Sabrina’s star power and Johnnie Walker’s global reach make this a rare alignment of scale and spontaneity. If it unlocks new occasions for Black Label, you will see it in the drink of choice at after parties, chef counters, and weekend house gatherings. The Johnnie Walker Sabrina Carpenter partnership is built to travel across borders and taste profiles, which is exactly where modern whisky culture is headed.
