Johnnie Walker Unveils Global Partnership With Sabrina Carpenter

Diageo is backing Johnnie Walker Scotch whisky with a new global partnership with singer Sabrina Carpenter. The campaign is debuting globally alongside the final leg of Carpenter’s Short n’ Sweet Tour, with content rolling out in key cities and across digital platforms. It was developed in collaboration with video director JJ Stratford and photographer Bryce Anderson, Carpenter’s longtime creative partners. Johnnie Walker is the most valuable spirits brand worldwide, according to Impact Databank, with retail value of $9.4 billion on volume of 20.3 million 9-liter cases.

Diageo says the collaboration with Carpenter marks “the first step in Johnnie Walker’s vision to partner with progressive voices in music” and “redefines how and where people can enjoy Johnnie Walker Black Label.” It coincides with the release of Carpenter’s new album, Man’s Best Friend, and aims to introduce new drinkers to signature whiskey cocktails curated by Carpenter, along with exclusive content inspired by the new album.—Daniel Marsteller

Tagged : Diageo, Johnnie Walker, Sabrina Carpenter

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