Apparently Johnnie Walker has a new best friend.
The scotch whiskey brand has teamed up with Grammy-award-winning singer Sabrina Carpenter for a global multiyear partnership.
Timed to coincide with the release of Carpenter’s
“Man’s Best Friend” album, the campaign “will offer fans of legal drinking age Sabrina's take on her favorite classic whisky cocktails and album-inspired content that reflects
the confident, playful spirit of her new sound.”
"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," says John Williams, global head of whiskeys at Diageo. "[Carpenter’s] fearless creativity and deep connection with a new
generation make her a powerhouse addition to our Johnnie Walker family.”
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Carpenter stars in a series of online short films for Johnnie Walker, currently running via the brand’s
social media platforms such as Instagram. The first, seen here, teases the new relationship by showing only a well-manicured hand wearing a ring
with the initials “SB,” toasting with a Johnnie Walker cocktail. Accompanying post copy reads “Guess who made a new best friend?”
A second video, seen here, reveals a seated Carpenter next to a bottle of Johnnie Walker Black Label, sipping on a whiskey sour.
The videos are currently running
globally as Carpenter finishes the final leg of her Short n' Sweet Tour in North America. The brand is offering Carpenter’s “signature Johnnie Walker Black Label cocktails” at select
tour stops, including a Manhattan, a whisky sour and a whisky highball.
Carpenter also recently partnered with Dunkin’ on two specialty non-alcoholic drinks: Sabrina’s Brown Sugar
Shakin’ Espresso, which was a limited-time offer earlier this year, and Sabrina’s Strawberry Daydream Refresher, which is currently available.