Johnnie Walker taps Sabrina Carpenter to bring whisky to a new generation

Diageo has called on Grammy winner Sabrina Carpenter for a global partnership with Johnnie Walker. But with the singer’s new album artwork sparking criticism, is the brand stepping into bold new territory or risky ground? 

Johnnie Walker, the world’s number one Scotch whisky brand (IWSR 2024), has launched a partnership with Carpenter to coincide with the release of her new album, Man’s Best Friend.

The collaboration will see the singer put her own twist on classic whisky cocktails, including the Manhattan, whisky sour, and whisky highball. Album-inspired content will also feature in the campaign, which aims to reflect Carpenter’s bold, playful sound.

Rolling out globally alongside the final leg of Carpenter’s Short n’ Sweet tour, the campaign will appear in key cities and across digital platforms. Fans of legal drinking age will be encouraged to mix their own Carpenter-inspired Johnnie Walker serves, with “surprise-and-delight” moments planned at select tour stops.

Bringing “bold energy” to whisky

John Williams, global head of whiskies at Diageo, said: “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. 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 commented: “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.”

Campaign director and video artist JJ Stratford added: “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. In developing this campaign, we nodded to the golden age of spirits advertising, then layered in Sabrina’s bold yet timeless aesthetic, clever humour and a modern wink to make it unmistakably her own.”

Controversy around Man’s Best Friend

The timing of the collaboration coincides with the release of Carpenter’s new album Man’s Best Friend, however, the record has attracted scrutiny for its cover art.

According to The Guardian, much of the backlash to Man’s Best Friend has played out on social media platforms including Reddit, Instagram and X. Users — many of them women — accused Carpenter of “caving to the male gaze” and “promoting regressive attitudes”. One Instagram comment described the artwork as “misogynistic imagery”, while others argued she misunderstood satire or was even “threatening women’s safety at large”. Posts on the r/popculture subreddit and across her own channels included remarks such as: “Sabrina this is not the slay you think it is …”

On the other hand, trade press has framed the collaboration as a bold cultural move. A feature from TBC titled “8 Reasons Why the Johnnie Walker x Sabrina Carpenter Collab Is Redefining Whisky Cool” highlighted how the campaign blends music and whisky through signature cocktails, live tour experiences, and a modern twist on vintage spirits advertising. The article positioned the partnership as more than marketing, describing it as a cultural event that reflects “fearless energy” and Johnnie Walker’s long-standing “Keep Walking” mantra.

Not all reaction has been unreservedly positive. One LinkedIn user argued the partnership was “fascinating” from a branding perspective but raised concerns about resonance with the right demographic. While Johnnie Walker gains cultural visibility from tying itself to “one of the hottest pop stars on the planet,” the post questioned whether Carpenter’s young fanbase—many under legal drinking age—would translate into real whisky drinkers. As the user put it: “Is it brand affinity building—or just noise?”

Carpenter, known for playful and innuendo-laden lyrics, has defended the creative choices, dismissing detractors as “pearl clutchers.” She argued the visuals align with her artistic voice and her intention to push boundaries. In a statement connected to the Johnnie Walker partnership, she framed the collaboration as “about celebrating boldly, pushing boundaries, and moving forward with purpose.”

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