Johnnie Walker and Sabrina Carpenter Elevate music’s Biggest Weekend with teh ‘go Go Highball’
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A star-studded weekend of events in Los Angeles has placed the Johnnie Walker Black Label ‘Go Go Highball’ center stage, fueled by a partnership with GRAMMY-nominated artist Sabrina Carpenter.
Johnnie Walker,recognized as the world’s leading Scotch whisky brand according to IWSR 2024 data,is celebrating music’s biggest night with a series of high-profile events inspired by Carpenter and her signature cocktail.The collaboration, initially announced in summer 2025, is reaching a new peak as carpenter is nominated for six GRAMMY awards.
A Signature serve Takes Center Stage
The Go Go highball – Carpenter’s unique take on a Johnnie walker Black Label serve,inspired by a track on her latest album – has become the focal point of the brand’s celebrations. According to a company release, Johnnie Walker kicked off the awards weekend by illuminating the Los Angeles skyline with large-scale animations.
the brand also hosted an exclusive,Sabrina Carpenter-inspired party at the iconic Max and helen’s on Larchmont Boulevard. The venue was transformed into a vibrant “fantasyland” featuring cherry-themed décor and floral arrangements, blending elements of pop romance, glamour, and sophisticated indulgence.
Exclusive Partnerships and Immersive Experiences
Throughout the weekend,Johnnie Walker is serving as the exclusive spirits partner at numerous pre- and post-party events,positioning the go Go Highball as the drink of choice for industry leaders,nominees,and winners. The brand is collaborating with Universal Music Group on official weekend events to amplify its presence.
In a nod to Carpenter’s style and the glamour of the red carpet, Johnnie Walker has also created a limited-edition, crystal-embellished Highball clutch bag as a special memento for friends of the brand.
availability for Consumers
for a limited time in Los angeles, consumers can experience the Johnnie Walker Black Label Go Go Highball at select bars, including Melrose Umbrella, Roger Room, and Hotel Figueroa.
“This moment is the perfect celebration of our partnership with Sabrina: raising a Go Go Highball to her progress and the incredible milestones she has achieved as an artist, against the backdrop of music’s biggest weekend,” stated John Williams, Global Head of Whiskey at Diageo. “Working hand-in-hand with the newest voice in the Johnnie Walker story, we’re excited to continue bringing a vibrant energy to the whisky experience.”
Building on a Successful Collaboration
This weekend’s events represent a significant evolution of Johnnie Walker’s strategy to connect with a younger, more diverse audience. Why? The brand aims to move beyond traditional whisky consumption occasions and integrate itself into contemporary cultural experiences. Who? Johnnie Walker partnered with Sabrina Carpenter, a rising pop star with a dedicated fanbase, and collaborated with Universal Music Group. What? The core of the campaign is the “Go Go Highball,” a signature cocktail inspired by Carpenter’s music, featured at exclusive events and select bars in Los Angeles. How? Johnnie Walker leveraged high-profile events surrounding the GRAMMY Awards, immersive experiences like the “fantasyland” party, and exclusive merchandise to create buzz and drive consumer engagement. The campaign ended with a limited-time availability of the Go Go Highball at select Los Angeles bars,aiming to translate the event’s momentum into consumer sales and brand awareness. Like Carpenter, Johnnie Walker aims to reshape the way people enjoy its Black Label whisky, extending its reach from stadiums and music venues to nightlife destinations across Los Angeles and beyond.
