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Hot off her Saturday Night Live hosting gig and chart-topping new album, Man’s Best Friend, Sabrina Carpenter has something else to sing about, with a new partnership with Johnnie Walker.
Carpenter is teaming up with the beloved scotch whiskey brand for a new campaign, along with remixes of classic whisky cocktails that will launch at select bars in New York, with more cities to be announced later. Johnnie Walker says the multi-year partnership represents a “bold, transformative era for whisky and music, rooted in creative self-expression, experimentation and celebration.”
The new campaign debuts with a promotional video of Carpenter responding to prompts from a male voice off-camera, as she coyly refutes age-old stereotypes about women and whiskey (while promoting a bottle of Johnnie Walker Black Label, natch). Inspired by vintage TV commercials and the “golden age of spirits advertising,” the message of the campaign is clear: Carpenter — and Johnnie Walker –always leaves quite the impression.
The Johnnie Walker partnership comes ahead of the final leg of Carpenter’s Short n’ Sweet Tour, which kicked off last September and has been extended until the end of November. Select stops on the tour will feature the “Manchild” singer’s signature Johnnie Walker Black Label cocktails, including her take on a Manhattan, whisky sour and whisky highball — appropriately dubbed the “Manhattan’s Best Friend,” the “Short ‘n Sour,” and the “Go Go Highball” (named after the song “Go Go Juice” on her latest album).
Johnnie Walker Black Label Plus Discovery Set
$42.99
Buy Now AT RESERVE BAR
Carpenter is also expected to release more digital and social media content with Johnnie Walker in the months to come, said to be inspired by her album and the “confident, playful spirit of her new sound.”
“Stepping into this next chapter of my music has been such a thrill [and] it feels more confident and a lot more unapologetic,” the singer says in a press release. “This partnership is about celebrating boldly, pushing boundaries, and moving forward with purpose.”
“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,” adds 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.”
Johnnie Walker Black Label
(Recipe for “Go Go Highball” below)
$42.19
Buy Now AT RESERVE BAR
Ingredients:
1oz. Johnnie Walker Black Label
3oz. Ginger Ale
1oz.Sour Cherry Juice
Method:Build ingredients in chilled highball glass over lots of ice. Add sour cherry juice last to have a ‘drizzle’ effect. Garnish cocktail with two black cherries.
You can pick up a bottle of Johnnie Walker Black Label online at ReserveBar.com. And see below for a list of bars in Manhattan where you can order Carpenter’s specialty cocktail creations.
Bourbon and Branch –155 W 33rd St, New York, NY 10001
The Landing –1 Pennsylvania Plaza, New York, NY 10119
American Whiskey –247 W 30th St, New York, NY 10001
Penn 6 –132 W 31st St, New York, NY 10001
Juniper –237 W 35th St, New York, NY 10001
