Johnnie Walker has announced a global partnership with GRAMMY® Award–winning singer Sabrina Carpenter.

The partnership marks the first step in Johnnie Walker’s plans to collaborate with progressive voices in music to tell their unique stories of progress, and shape the future of how and where people can enjoy Johnnie Walker Black Label.

Timed to the release of Carpenter’s highly-anticipated new album, Man’s Best Friend, the Johnnie Walker x Sabrina Carpenter partnership debuts globally alongside the final leg of her Short n’ Sweet Tour.

The campaign is designed to spark conversation and inspire fans around the world to mix up their own Sabrina-inspired Johnnie Walker cocktails.

Global Head of Whiskeys at Diageo John Williams said: “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.

“We are thrilled to welcome Sabrina 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. Together, we’ll harness the power of music to bring a bold, new energy to the whisky experience.”

Carpenter said: “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.

Director and video artist JJ Stratford said: “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.

“In developing this campaign, we nodded to the golden age of spirits advertising, then layered in Sabrina’s bold yet timeless aesthetic, clever humour and a modern wink to make it unmistakably her own.”

Johnnie Walker forges music connections at SXSW Sydney

The partnership follows Johnnie Walker Black Ruby being unveiled as the Presenting Partner of the SXSW Sydney 2025 Music Festival and the launch of the Walk to Austin Award, which will give one emerging Australian artist the opportunity of a lifetime: a guaranteed performance slot at SXSW Austin in 2026.

With more than 64 million monthly Spotify listeners worldwide and recent singles including “Espresso” and “Please Please Please” topping the ARIA Charts, Carpenter brings both global scale and proven local resonance to Johnnie Walker’s music platform. Just last year, she performed to sold-out Australian crowds as part of Taylor Swift’s Eras tour, cementing her bond with Aussie fans.

Diageo Australia Marketing & Innovation Director Sarah Shimmons said: “In Australia, Johnnie Walker is proud to stand behind artists and platforms that move music culture forward.

“From SXSW Sydney to Sabrina Carpenter, we see music as a powerful way to champion creativity, inspire connection, and bring people together to celebrate boldly.”