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A prestigious weekend of events puts Johnnie Walker Black Label “Go Go Highball” center stage.
STRENGTHS
- Johnnie Walker, the world’s number one Scotch whiskey brand (IWSR 2024), celebrates in Los Angeles with activations inspired by partner Sabrina Carpenter during music’s biggest weekend.
- Sabrina Carpenter’s signature Johnnie Walker Black Label cocktail – The Come on, go Highball – becomes the cocktail of the moment to toast this year’s musical achievements.
- Johnnie Walker is the exclusive spirits partner at major weekend events, with a surround sound presence at the weekend’s biggest parties.
- For a limited time, the Johnnie Walker Black Label Go Go Highball will be available at select Los Angeles bars including Melrose Umbrella, Roger Room and Hotel Figueroa.
LOS ANGELES, January 31, 2026 /PRNewswire/ — This weekend, Johnnie Walker, the world’s number one Scotch whiskey brand (IWSR 2024), celebrates the biggest night of music in Los Angeles, inspired by its global partner, GRAMMY Award-winning artist and international superstar Sabrina Carpenter – with her signature serve – the Come on, go Highball – fast becoming the drink of the moment.
As part of the next phase of this iconic partnership, originally announced in summer 2025, Johnnie Walker is celebrating with partner Sabrina Carpenter, nominated for 6 GRAMMY Awards, with a weekend of high-impact moments across the city – from a striking cocktail screening to head-turning pre- and post-party experiences with official Universal Music Group weekend events and much more. Landing squarely at the intersection of music, culture and celebration, Johnnie Walker arrives at the most important time in the musical calendar, continuing to partner with cultural pioneers and injecting new energy into the whiskey category.
THE Come on, go Highball – Sabrina Carpenter’s signature Johnnie Walker Black Label serve, inspired by a track from her latest album – was the centerpiece of Johnnie Walker’s celebrations on music’s biggest weekend. To kick off the awards weekend with a bang, Johnnie Walker lit up the Los Angeles skyline with large-scale entertainment and hosted an exclusive Sabrina Carpenter-inspired party at the legendary Max and Helen’s on Larchmont Boulevard. The Los Angeles hotspot was transformed into a fantasy land with cherry-themed decor and floral accents blending pop romance, playful glamor and after-hours indulgence.
Throughout the weekend, Johnnie Walker takes center stage as the exclusive spirits partner at some of the city’s largest and most prestigious pre- and post-celebration events – making Come on, go Highball the go-to drink for major music labels, industry nominees and winners.
In a whimsical nod to Sabrina’s bubbly style and weekend red carpet glamour, Johnnie Walker also created a bespoke crystal-embellished Highball clutch as a keepsake of the weekend for friends of the brand.
For a limited time in 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.
Evolving the Johnnie Walker x Sabrina Carpenter partnership
“This moment is the perfect celebration of our partnership with Sabrina: holding up a Go Go Highball to salute her progress and the incredible milestones she has achieved as an artist, against the backdrop of music’s biggest weekend,” said John Williams, Global Head of Whiskey at Diageo. “Working hand-in-hand with the new voice of the Johnnie Walker story, we’re excited to continue to bring vibrant energy to the whiskey experience.”
This weekend of collaborative celebration marks a significant and exciting evolution in the partnership between Johnnie Walker and Sabrina Carpenter, originally launched before the Short and sweet tour in August 2025.
By partnering with voices like Sabrina, the brand continues to tell unique stories of progress and reshape the future of how and where people enjoy Johnnie Walker Black Label, from iconic stadiums and concert halls to nightlife destinations in Los Angeles and beyond.
SOURCE Johnnie Walker
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Source: PR Newswire
