John Williams, global head of whisky at DIAGEO, knows that the way to grow the business is to be a part of the zeitgeist.
This is why Johnnie Walker has teamed up on a brand partnership with GRAMMY winning pop star Sabrina Carpenter, centered around her new album “Man’s Best Friend.”
“As a global icon, Johnnie Walker is always looking for ways to lead the category and connect with the next generation of whisky drinkers,” says Williams. “That’s why partnering with internationally celebrated artist Sabrina Carpenter made so much sense.”
“She embodies fearless self-expression and reinvention, qualities that align perfectly with our ‘Keep Walking’ spirit,” he continues. “And because music is such a powerful cultural force, one that inspires, connects, and celebrates, she helps us bring that spirit to life in a way that feels authentic, exciting, and resonates with people all around the world.”
The collaboration features creative that pairs the vibe of her new album with Johnnie Walker. The campaign spotlights signature drinks inspired by Sabrina’s favorite flavors in digital creative. Johnnie Walker is also joining Sabrina Carpenter on tour with pop ups at her concert.
Brand Innovators caught up with Williams to talk about the new partnership and why the brand is leaning into cultural moments. This interview has been edited for length and clarity.
How does the whisky brand’s campaign tie to the new album release?
The campaign celebrates Sabrina’s newest album release, “Man’s Best Friend,” bringing together her confident, playful energy with the Johnnie Walker Black Label, blended for big flavor. What makes this partnership so special is that Sabrina is at the heart of it. She’s the driving force behind the campaign, creating work that feels fresh, authentic, and deeply connected to her fans.
The visuals highlight signature cocktails inspired by her favorite flavors and the fearless spirit of the album. Our goal is to celebrate Sabrina’s next chapter while inviting new fans to discover the world of whisky. With Sabrina, Johnnie Walker is embracing a future where tradition evolves, and taste grows with you.
How is Johnnie Walker joining Sabrina on tour?
At select stops on the final leg of Sabrina’s Short n’ Sweet Tour, fans of legal drinking age will be able to enjoy signature Johnnie Walker Black Label cocktails created with her, like a Manhattan, a whisky sour, and a whisky cherry highball. These cocktails will be paired with surprise-and-delight moments around the world, making the live experiences just as memorable as the music and inviting fans everywhere to celebrate this new era with both Sabrina and Johnnie Walker together.
How does this partnership and showing up in the culture help you grow your audience?
Partnering with Sabrina enables Johnnie Walker to connect with music, one of today’s most powerful cultural spaces, with experiences that feel authentic and emotionally resonant. This puts the brand at the center of the moments that matter to her fans, expanding how and where Johnnie Walker Black Label is enjoyed, reinforcing our category leadership, and driving long-term growth.
It’s about more than relevance. It’s about redefining how whisky is enjoyed today and in the future. By partnering with one of music’s most progressive voices and joining fans in their moments of connection and celebration, we’re creating meaningful and distinctive ways for the brand to engage with them.
Where and how does the campaign show up?
This is a true 360, global campaign and only the beginning of Johnnie Walker’s multi-year partnership with Sabrina Carpenter. Fans will see the campaign across bold out-of-home placements in major cities like New York, Los Angeles, London, Berlin, Mexico City and more, as well as through digital storytelling, social content, and immersive live experiences.
Can you talk about the growth of the whisky category?
The whisky category continues to grow globally, with Scotch remaining one of the most aspirational and premium spirits categories. At the same time, consumer tastes are evolving, people are looking for more creative services to enjoy, and for brands to show up in culturally relevant moments.
Our goal is to push the boundaries of how people experience whisky and collaborations like this allow us to move beyond traditional perceptions of Scotch, unlocking new occasions, new audiences, and fresh conversations. By bringing two icons together, we are sparking inspiration and inviting people to see Scotch in a whole new light.
What other pop culture partnerships is Johnnie Walker working on?
This partnership is a unique first for Johnnie Walker, and we plan to keep collaborating with the most progressive voices in music to shape the future of how and where people can enjoy Johnnie Walker Black Label. We have more exciting news to share soon about dynamic collaborations with global tastemakers across cultural spaces. Stay tuned.
