The 68th Grammys ceremony provided a global marketing moment for Johnnie Walker to lean on its partnership with Sabrina Carpenter.

Carpenter didn’t walk away with a win, but her six nominations combined with her performance on the night meant that her signature Johnnie Walker Black Label cocktail, the Go Go Highball, had a reason to shine.

The partnership with Carpenter, which was originally announced in summer 2025, was brought to life with a striking cocktail projection and head-turning pre- and post-party experiences with Universal Music Group official weekend events and more.

The activation was designed to place the brand at the intersection of music, culture and celebration. By showing up at the biggest moment in the music calendar, the brand has cemented its commitment to partnering with cultural trailblazers to inject new energy into the whisky category.  

The Go Go Highball – Sabrina Carpenter’s signature Johnnie Walker Black Label serve inspired by a track on her latest album – was the centrepiece of Johnnie Walker celebrations. Johnnie Walker lit up the skyline of Los Angeles with large-scale animations and hosted a Sabrina Carpenter-inspired exclusive party at Max and Helen’s on Larchmont Boulevard. The Los Angeles hotspot was transformed into a fantasyland with cherry-themed décor and floral accents blending pop romance, playful glamour and after-hours indulgence. 

Throughout the weekend, Johnnie Walker took centre stage as the exclusive spirits partner at some of the city’s biggest, most star-studded pre-and-post celebration events. The brand also created a bespoke crystal embellished Highball clutch bag as a memento of the weekend for friends of the brand.  

For a limited time across Los Angeles, and to celebrate this big weekend, the Johnnie Walker Black Label Go Go Highball will also be available for consumers to try 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,” explained John Williams, Global Head of Whiskey at Diageo. 

He continued: “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.” 

The campaign is also supported by global outdoor advertising starring Carpenter.