Sabrina Carpenter X Johnnie Walker! Looks like all beverages, alcoholic and not, want to be tied up with the popstar. Guess it’s a win for Johnnie Walker, bringing in a fresh, younger audience by associating with one of pop’s fastest-rising stars, and letting the brand break out of the “just for whisky old-timers” box. Thoughts?

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It's also a culture-driven partnership that shows how legacy brands stay relevant. They're tied with her album release and tapping into pop music and new fanbases makes whisky feel modern, creative, and a bit more fun.

Alcohol gets to have a lot of fun with its branding. Not sure if the collaboration will be quite enough to bring Johnnie Walker to the younger generation, but interesting to watch.

It's interesting how my first thought as a millennial is "ugh". I'm noticing a lot of people around my age are less than impressed by the direction Sabrina and some others are taking towards the 90s/00s mindset of women exist for men. I do wonder if, in trying to appeal to a new audience, they might be alienating their current one.

Her fan base drinks espresso martinis and RTD, I don’t recall Johnnie Walker being part of the recipe.

This is a campaign is akin to Lady Gaga when she was made ambassador of Tudor, which fell flat on its face.

If I had to guess her management has connections to Diageo and this was jammed through as a quick cash grab for Sabrina.

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