Inspired by the fearless spirit of Carpenter\u2019s latest album, Man\u2019s Best Friend, the campaign aims to reimagine a world of whisky through her lens of bold creativity, self-expression and empowerment.<\/p>\n
<\/p>\n
Johnnie Walker, the world\u2019s number one Scotch Whisky brand* (IWSR 2024), has just announced its global partnership with GRAMMY\u00ae Award\u2013winning superstar Sabrina Carpenter. The multi-year partnership represents a bold, transformative era for whisky and music, rooted in creative self-expression, experimentation and celebration.<\/p>\n
The partnership marks the first verse of Johnnie Walker\u2019s 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\u2019s highly-anticipated new album, Man\u2019s Best Friend, the Johnnie Walker x Sabrina Carpenter partnership will offer fans of legal drinking age Sabrina\u2019s take on her favourite classic whisky cocktails, and album-inspired content that reflects the confident, playful spirit of her new sound.<\/p>\n
The campaign debuts globally alongside the final leg of her Short n\u2019 Sweet Tour, with content rolling out in key cities and across digital platforms. Designed to spark conversation and inspire fans around the world to mix up their own Sabrina-inspired Johnnie Walker cocktails, the campaign is a cultural moment made to be shared.<\/p>\n
\u201cMusic plays such a meaningful role in everyone\u2019s life journey, and it has always been a way of connecting people to Johnnie Walker\u2019s \u2018Keep Walking\u2019 mantra, which is aimed at inspiring personal progress,\u201d<\/em> said John Williams, Global Head of Whiskeys at Diageo. \u201cWe 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\u2019ll harness the power of music to bring a bold, new energy to the whisky experience.\u201d<\/em><\/p>\n \u201cStepping 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,”<\/em> said Sabrina Carpenter.<\/p>\n \u201cJohnnie Walker has evolved through generations to become the modern icon it is today, and Sabrina is on a similar path with Man\u2019s Best Friend, stepping into a more confident, self-assured chapter while keeping her signature charm,\u201d<\/em> said JJ Stratford, director and video artist. \u201cIn developing this campaign, we nodded to the golden age of spirits advertising, then layered in Sabrina\u2019s bold yet timeless aesthetic, clever humour and a modern wink to make it unmistakably her own.\u201d<\/p>\n At select stops on the Short n\u2019 Sweet Tour, fans 21+ can enjoy Sabrina\u2019s signature Johnnie Walker Black Label cocktails including a Manhattan, a whisky sour, and a whisky highball, served with surprise-and-delight moments that make the night every bit as memorable as the music.<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":" Inspired by the fearless spirit of Carpenter\u2019s latest album, Man\u2019s Best Friend, the campaign aims to reimagine a world of whisky through her lens of […]<\/p>\n","protected":false},"author":4,"featured_media":82141,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_monsterinsights_skip_tracking":false,"footnotes":""},"categories":[2597,535,7088,1,477,7093,7099,7097],"tags":[1054,721,69,39,226,10570,742,16719,15160,14485,49,216,103],"class_list":["post-82140","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-best-selling-brands-in-duty-free","category-duty-free-retailers","category-fashion","category-latest-news","category-latest-promotions-in-duty-free","category-luxury","category-spirits","category-wines-spirits","tag-diageo","tag-duty-free-shopping","tag-duty-free","tag-dutyfree","tag-johnnie-walker","tag-johnnie-walker-black-label","tag-johnnie-walker-duty-free","tag-johnnie-walker-scotch-whisky","tag-johnnie-walker-travel-retail","tag-sabrina-carpenter","tag-scotch","tag-travel-retail","tag-whisky"],"acf":[],"amp_enabled":true,"_links":{"self":[{"href":"https:\/\/www.dutyfreehunter.com\/blog\/wp-json\/wp\/v2\/posts\/82140","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.dutyfreehunter.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.dutyfreehunter.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.dutyfreehunter.com\/blog\/wp-json\/wp\/v2\/users\/4"}],"replies":[{"embeddable":true,"href":"https:\/\/www.dutyfreehunter.com\/blog\/wp-json\/wp\/v2\/comments?post=82140"}],"version-history":[{"count":3,"href":"https:\/\/www.dutyfreehunter.com\/blog\/wp-json\/wp\/v2\/posts\/82140\/revisions"}],"predecessor-version":[{"id":82148,"href":"https:\/\/www.dutyfreehunter.com\/blog\/wp-json\/wp\/v2\/posts\/82140\/revisions\/82148"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.dutyfreehunter.com\/blog\/wp-json\/wp\/v2\/media\/82141"}],"wp:attachment":[{"href":"https:\/\/www.dutyfreehunter.com\/blog\/wp-json\/wp\/v2\/media?parent=82140"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.dutyfreehunter.com\/blog\/wp-json\/wp\/v2\/categories?post=82140"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.dutyfreehunter.com\/blog\/wp-json\/wp\/v2\/tags?post=82140"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}