JOHNNIE WALKER SCOTCH WHISKY ANNOUNCES GLOBAL PARTNERSHIP WITH GRAMMY AWARD-WINNING MUSIC ARTIST AND INTERNATIONAL SUPERSTAR SABRINA CARPENTER
Diageo's (NYSE:DEO) Johnnie Walker, the world's leading Scotch whisky brand, has announced a multi-year global partnership with GRAMMY Award-winning artist Sabrina Carpenter. The collaboration coincides with Carpenter's new album 'Man's Best Friend' and her Short n' Sweet Tour.
The partnership aims to reimagine whisky through creative self-expression and marks Johnnie Walker's initiative to collaborate with progressive music voices. The campaign will feature Carpenter's signature Johnnie Walker Black Label cocktails, including Manhattan, whisky sour, and whisky highball, available at select tour stops for fans 21+.
The campaign will roll out globally across key cities and digital platforms, focusing on inspiring fans to create Sabrina-inspired Johnnie Walker cocktails.
Johnnie Walker di Diageo (NYSE:DEO), il marchio di Scotch whisky più venduto al mondo, ha annunciato una partnership globale pluriennale con la vincitrice del GRAMMY Sabrina Carpenter. La collaborazione coincide con il nuovo album di Carpenter 'Man's Best Friend' e con il suo Short n' Sweet Tour.
L'accordo punta a ripensare il whisky attraverso l'espressione creativa e rappresenta l'iniziativa di Johnnie Walker di lavorare con voci musicali progressiste. La campagna presenterà i cocktail Johnnie Walker Black Label firmati da Carpenter, tra cui Manhattan, whisky sour e whisky highball, disponibili in tappe selezionate del tour per i fan di età 21+.
La campagna verrà lanciata globalmente nelle città chiave e sulle piattaforme digitali, con l'obiettivo di ispirare i fan a creare cocktail Johnnie Walker ispirati a Sabrina.
Johnnie Walker de Diageo (NYSE:DEO), la marca de whisky escocés líder en el mundo, ha anunciado una alianza global plurianual con la ganadora del GRAMMY Sabrina Carpenter. La colaboración coincide con el nuevo álbum de Carpenter 'Man's Best Friend' y su Short n' Sweet Tour.
La asociación busca reimaginar el whisky a través de la expresión creativa y marca la iniciativa de Johnnie Walker de colaborar con voces musicales progresistas. La campaña incluirá los cócteles Johnnie Walker Black Label firmados por Carpenter, como Manhattan, whisky sour y whisky highball, disponibles en paradas seleccionadas de la gira para fans mayores de 21 años.
La campaña se desplegará globalmente en ciudades clave y plataformas digitales, con el objetivo de inspirar a los fans a crear cócteles Johnnie Walker inspirados en Sabrina.
Diageo(NYSE:DEO)의 Johnnie Walker는 세계 최대의 스카치 위스키 브랜드로서 그래미 수상 아티스트 사브리나 카펜터와 다년간의 글로벌 파트너십을 발표했습니다. 이번 협업은 카펜터의 새 앨범 'Man's Best Friend'와 그녀의 Short n' Sweet 투어에 맞춰 진행됩니다.
이번 파트너십은 창의적 자기 표현을 통해 위스키를 새롭게 해석하는 것을 목표로 하며, 진보적인 음악적 목소리와 협업하려는 Johnnie Walker의 이니셔티브를 나타냅니다. 캠페인에는 맨해튼, 위스키 사워, 위스키 하이볼 등 카펜터 시그니처 Johnnie Walker Black Label 칵테일이 포함되며, 투어의 일부 지정 공연장에서 21세 이상 팬들에게 제공됩니다.
이 캠페인은 주요 도시와 디지털 플랫폼에서 글로벌하게 전개되어 팬들이 사브리나에서 영감을 받은 Johnnie Walker 칵테일을 만들도록 독려할 예정입니다.
Johnnie Walker de Diageo (NYSE:DEO), la marque de scotch whisky leader mondial, a annoncé un partenariat mondial pluriannuel avec l'artiste récompensée aux GRAMMY Sabrina Carpenter. Cette collaboration coïncide avec le nouvel album de Carpenter 'Man's Best Friend' et sa tournée Short n' Sweet.
Le partenariat vise à réinventer le whisky par l'expression créative et marque l'initiative de Johnnie Walker de s'associer à des voix musicales progressistes. La campagne mettra en avant les cocktails Johnnie Walker Black Label signés Carpenter, notamment le Manhattan, le whisky sour et le whisky highball, disponibles lors de dates choisies de la tournée pour les fans de 21 ans et plus.
La campagne sera déployée à l'échelle mondiale dans les villes clés et sur les plateformes digitales, avec pour objectif d'inspirer les fans à créer des cocktails Johnnie Walker inspirés par Sabrina.
Johnnie Walker von Diageo (NYSE:DEO), die weltweit führende Scotch-Whisky-Marke, hat eine mehrjährige globale Partnerschaft mit der GRAMMY-prämierten Künstlerin Sabrina Carpenter angekündigt. Die Zusammenarbeit fällt mit Carpenters neuem Album 'Man's Best Friend' und ihrer Short n' Sweet Tour zusammen.
Die Partnerschaft zielt darauf ab, Whisky durch kreative Selbstdarstellung neu zu denken und markiert Johnnie Walkers Bestreben, mit progressiven musikalischen Stimmen zusammenzuarbeiten. Die Kampagne wird Carpenters signierte Johnnie Walker Black Label-Cocktails präsentieren, darunter Manhattan, Whisky Sour und Whisky Highball, die bei ausgewählten Tourstopps für Fans ab 21 Jahren erhältlich sind.
Die Kampagne wird global in Schlüsselmärkten und auf digitalen Plattformen ausgerollt und soll Fans dazu inspirieren, Sabrina-inspirierte Johnnie Walker-Cocktails zu kreieren.
- Partnership with a GRAMMY Award-winning artist expands brand reach to younger legal drinking age consumers
- Global campaign rollout across key cities enhances brand visibility
- Integration with ongoing concert tour provides immediate activation opportunities
- None.
Inspired by the fearless spirit of Carpenter's latest album, Man's Best Friend, the campaign aims to reimagine a world of whisky through her lens of bold creativity, self-expression and empowerment.
Experience the full interactive Multichannel News Release here: https://www.multivu.com/johnniewalker/9351051-en-johnnie-walker-and-sabrina-carpenter-unveil-global-partnership
The partnership marks the first verse of Johnnie Walker's 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's highly-anticipated new album, Man's Best Friend, the Johnnie Walker x Sabrina Carpenter partnership 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.
The campaign debuts globally alongside the final leg of her Short n' 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.
"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," said John Williams, Global Head of Whiskeys at Diageo. "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."
"Stepping 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," said Sabrina Carpenter.
"Johnnie Walker has evolved through generations to become the modern icon it is today, and Sabrina is on a similar path with Man's Best Friend, stepping into a more confident, self-assured chapter while keeping her signature charm," said JJ Stratford, director and video artist. "In developing this campaign, we nodded to the golden age of spirits advertising, then layered in Sabrina's bold yet timeless aesthetic, clever humor and a modern wink to make it unmistakably her own."
At select stops on the Short n' Sweet Tour, fans 21+ can enjoy Sabrina's signature Johnnie Walker Black Label cocktails including a
Be sure to follow @JohnnieWalker and @JohnnieWalkerUS on Instagram and Facebook for updates on the partnership. And whether in a stadium or at home, please enjoy Johnnie Walker responsibly.
ABOUT JOHNNIE WALKER:
Johnnie Walker is the world's number one Scotch Whisky brand* (IWSR 2024), enjoyed by people in over 160 countries. Since the time of its founder, John Walker, those who craft its whiskies have pursued flavor and quality above all else.
Today's range of award-winning whiskies includes Johnnie Walker Red Label, Black Label, Double Black, Green Label, Johnnie Walker High Rye Blended Scotch Whisky, Gold Label Reserve, Aged 18 Years and Blue Label. Together they account for nearly 19 million cases sold annually (IWSR, 2019), making Johnnie Walker the most popular Scotch Whisky brand in the world.
ABOUT DIAGEO:
Diageo is a global leader in beverage alcohol with an outstanding collection of brands across spirits and beer categories. These brands include Johnnie Walker, Crown Royal, J&B and
Diageo is a global company, and our products are sold in nearly 180 countries around the world. The company is listed on both the London Stock Exchange (DGE) and the New York Stock Exchange (DEO).
For more information about Diageo, our people, our brands, and performance, visit us at www.diageo.com. Visit Diageo's global responsible drinking resource, www.DRINKiQ.com for information, initiatives, and ways to share best practice.
Celebrating life, every day, everywhere.
ABOUT SABRINA CARPENTER:
Two-time GRAMMY® award winning global superstar, Sabrina Carpenter, has enchanted an audience of millions as a singer, songwriter, actress, and style icon. With her music, she has delivered one anthem after another on stage and in the studio, earning multiple gold and multi-platinum certifications, and performing to sold-out crowds worldwide. On-screen, she has generated mega-fandom through starring roles on television and film. She is signed to Island Records, where she debuted her acclaimed Gold-certified fifth studio album, "emails i can't send", which appeared on many "Best Of 2022" lists, including Rolling Stone and Billboard. The album features her hit single "Feather," which went #1 at Top 40 Radio, earning Sabrina her first #1. Her sold-out "emails i can't send" tour took her to
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SOURCE Diageo
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