Johnnie Walker Taps Sabrina Carpenter to Remix Whisky Culture

Cocktails Get a Pop Remix in This Spirit-Forward Partnership with a Purpose

Johnnie Walker is stepping into a bold new realm of creativity, teaming up with Grammy-winning artist Sabrina Carpenter for a multi-year global campaign that puts bartenders at the forefront of experience and expression.

A Blend of Music, Personality & Pouring

Inspired by Carpenter’s fearless album Man’s Best Friend, the campaign channels her bold, playful energy into whisky culture—encouraging bartenders to interpret classic cocktails with their own creative spin at the bar.

The campaign launches alongside the final leg of Carpenter’s Short n’ Sweet Tour, rolling out across key cities and digital platforms. It invites bartender-led storytelling behind every shaker turning bar counters into stages for conversation and inspiration

Cocktails with a Carpenter Twist

At select tour stops, fans 21+ can sip Sabrina’s signature Johnnie Walker Black Label cocktails—including elevated versions of the Manhattan, whisky sour, and a standout Cherry Highball—paired with unforgettable on-site activations.  These cocktails aren’t just recipes—they’re stories and opportunities to connect with customers through creative interpretation.

Creativity Meets the ‘Keep Walking’ Ethos

“Music has always connected with Johnnie Walker’s ‘Keep Walking’ mantra, inspiring personal progress,” says John Williams, Global Head of Whiskeys at Diageo. “Sabrina brings fearless creativity and a deep connection with behind-the-bar culture. Together, we bring music’s energy into every glass.”

Carpenter herself adds, “This partnership is about celebrating boldly, pushing boundaries, and moving forward with purpose”—a sentiment that resonates in every crafted pour behind the bar

JJ Stratford, the campaign’s creative director, highlights the design’s nod to vintage spirits advertising—reimagined with Carpenter’s charm, modern edge, and humor, offering bartenders rich narrative fodder alongside the pour

Final Pour

Johnnie Walker’s collaboration with Sabrina Carpenter turns whisky into a rallying cry for creativity—and it’s the bartenders who get to bring it alive. Whether you’re pouring at an intimate venue or a festival-stage bar, now’s the chance to remix classics, make them boldly yours, and keep the spirit of “Keep Walking” in every glass.

Keep an eye on @JohnnieWalker and @JohnnieWalkerUS for details!