Dive Brief:

• Johnnie Walker has inked a multiyear partnership with pop star Sabrina Carpenter, part of a new program that will see the Scotch whisky marketer collaborate with rising, progressive voices in music, according to a press release.
• The Carpenter news is timed to the release of her latest album, “Man’s Best Friend,” with an accompanying campaign aligned around the final leg of the singer’s Short n’ Sweet Tour. Out-of-home ads are running in New York and London while select stops on the tour will serve Johnnie Walker Black Label cocktails inspired by Carpenter.
• The Diageo-owned brand is positioning the music-forward initiative as part of its efforts to reach the next generation of whisky fans. Valuable cohorts like Gen Z are maturing into greater purchasing power and independence but also drinking less alcohol than older consumer groups. 

Dive Insight:

Carpenter’s biggest song may be about coffee, but alcohol brands see the hitmaker as an important influencer for reaching young consumers who are veering away from the category. Johnnie Walker’s work with the artist extends beyond a one-off campaign through a partnership that spans multiple years and seeks to tap into the “Espresso” singer’s focus on self-expression and empowerment. 

“[Carpenter’s] fearless creativity and deep connection with a new generation make her a powerhouse addition to our Johnnie Walker family,” said John Williams, global head of whiskeys at Diageo, in a press statement. “Together, we’ll harness the power of music to bring a bold, new energy to the whisky experience.”

The Scotch whisky maker could generate attention for tying the news to the Aug. 29 drop of “Man’s Best Friend,” Carpenter’s highly anticipated follow-up to 2024’s chart-topping “Short n’ Sweet.” “Man’s Best Friend” has been the subject of some media scrutiny for a button-pushing album cover that critics see as degrading to women.

Carpenter, whose lyrics are often loaded with innuendo, has defended the artwork and argued her material isn’t for pearl clutchers. In a statement around the Johnnie Walker news, Carpenter said the brand collaboration is about “celebrating boldly, pushing boundaries, and moving forward with purpose.”

Johnnie Walker is launching the celebrity tie-up with outdoor ads in New York and London while fans aged 21 and older attending some of the final stops on the Short n’ Sweet Tour can sip on Black Label cocktails, such as a Manhattan, whisky sour and whisky highball, that are served with additional Carpenter flair. Marketing materials take a page from the “golden age of spirits advertising,” according to JJ Stratford, a director and video artist who helped develop the campaign. Online videos have the grainy look of vintage film and are soundtracked by old-school tunes. 

Carpenter has previously partnered with Pernod Ricard, a Diageo rival, on an espresso martini kit featuring Absolut vodka and Kahlúa products. She has also factored heavily into the marketing for QSR chain Dunkin’ this year, with custom drinks including a Brown Sugar Shakin’ Espresso and Strawberry Daydream Refresher timed to the summer season.