Sabrina Carpenter Signs on as the Face of Johnnie Walker Scotch Whisky

(Photo: Johnnie Walker)

Grammy Award-winning pop star Sabrina Carpenter has timed the release of her latest album, “Man’s Best Friend,” to coincide with big news in the liquor sphere.

On Friday, Carpenter announced a multi-year partnership with Johnnie Walker Scotch Whisky that will effectively make her the face of one of the world’s best-selling spirits brands.

The first leg of the campaign will set up shop at select locations on Carpenter’s ongoing Short n’ Sweet tour, where attendees of legal drinking age are invited to enjoy signature Johnnie Walker Black Label cocktails, including riffs on the Manhattan, Whiskey Sour and Highball. Elsewhere, fans can tune into a digital sweep helmed by video director JJ Stratford and photographer Bryce Anderson.

Parent company Diageo (the same firm behind Don Julio, Guinness and Casamigos) says that it’s the first in a series of partnerships with “progressive voices” in music. Though the brand hasn’t hinted at any future celebrities just yet, those collaborations are all but certain to make headlines in months and years to come.

“Stepping into this next chapter of my music has been such a thrill. It feels more confident and a lot more unapologetic,” Carpenter remarked in a news release. “This partnership is about celebrating boldly, pushing boundaries, and moving forward with purpose.”

It isn’t her first foray into the world of alcohol. Last November, the musician joined forces with  Kahlúa and Absolut Vodka for an espresso martini kit that paid homage to Carpenter’s breakout single, “Espresso.” The branding was full of not-so-subtle nods to everything Sabrina: a box inscribed with the words “Short n’ Sweet,” a coupe glass decorated with a lacy red ribbon and edible kiss-shaped garnishes.

It also isn’t Johnnie Walker’s first foray into celebrity partnerships. The brand has a passion for working with A-listers who, on paper, don’t have a whole lot in common with blended scotch whisky. Believe it or not, Johnnie Walker’s most recent crossover was inked in partnership with comedian/rapper Lil Dicky and Netflix’s hit show, Squid Game (a combination of words unlikely to be uttered in the same sentence ever again). Previous collaborations have enlisted the likes of actress Priyanka Chopra Jonas, HBO’s Game of Thrones and fashion designer Olivier Rousteing.

No doubt that Carpenter is one of, if not the most, buzziest stars the brand has recruited to date.

“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,” John Williams, Global Head of Whiskeys at Diageo, added. “We are thrilled to welcome Sabrina 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.”