Scotch whisky brand Johnnie Walker has announced a partnership with pop star Sabrina Carpenter, tied in with the singer’s new album Man’s Best Friend. 

Aiming to reach a new generation of whisky drinkers, the Diageo brand hopes to tap into Carpenter’s fan base, predominantly made up of Gen Z and Millennial women. 

According to parent company Diageo, the partnership marks the first in Johnnie Walker’s plans to collaborate with progressive voices in music, promoting the Black Label line. 

The campaign with Carpenter debuts at the same time as the final leg of the singer’s Short n’ Sweet tour, with content rolling out in key cities and across digital platforms. 

Johnnie Walker Black Label cocktails, such as the whisky sour, will also be available in tour venues for fans of legal drinking age. 

John Williams, global head of whiskeys at Diageo, said: “We 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’ll harness the power of music to bring a bold, new energy to the whisky experience.” 

Carpenter added: “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.”