Johnnie Walker appoints BLACKPINK’s Rosé as the new ambassador for Black Label and will launch global campaigns and events.
October/26/2026 18:40
Johnnie Walker, the world No. 1 Scotch whisky brand by sales volume (based on IMPACT DATABANK 2025), owned by Diageo, which develops liquor brands in more than 180 countries around the world, and sold by Kirin Brewery Company, announced on Monday, October 26, 2026, that Rosé, a member of BLACKPINK and a global pop star who has been nominated for a Grammy Award(R), will be welcomed as the new brand ambassador for Johnnie Walker Black Label. Johnnie Walker has supported artists who pursue new forms of expression without being bound by conventional ideas and who inspire people to keep moving forward. This initiative is one of the new projects that gives shape to that idea. Johnnie Walker deeply resonated with Rosé’s bold creativity and unique artistic expression, and this collaboration came to fruition. Together with Rosé, Johnnie Walker Black Label will roll out various experiences around the world that celebrate self-expression, creativity, and the attitude of forging one’s own path, which the two share in common. A special page is also now available on Johnnie Walker’s official website. It introduces Rosé’s favorite ways to enjoy whisky, as well as original cocktail recipes inspired by on the rocks. To commemorate her appointment as ambassador, a special event for Johnnie Walker Black Label will be held on Monday, October 26, at BAR 81 in SIGNIEL SEOUL in Seoul, South Korea. Rosé, the new ambassador, will take the stage and present her signature cocktail, “Twist of Something Highball,” which expresses her own style. This campaign is planned to roll out sequentially, starting in Seoul, then in major cities across Asia, and then around the world. In addition, this campaign follows the multi-year collaboration between Johnnie Walker and Sabrina Carpenter, a Grammy Award(R)-winning artist and global superstar. In the initiative with Sabrina, they have developed various collaborations incorporating her unique style, including her signature cocktail, “Go Go Highball.” Rosé comment: I am very much looking forward to being able to further expand my own creative journey together with Johnnie Walker and explore new ways to connect different worlds. I am honored to be able to add something that is uniquely mine to the evolving story of Johnnie Walker, which has remained iconic across generations. Global Brand Director Neil Shah comment: Rosé is an artist who symbolizes a new generation that, with bold creativity and unwavering individuality, constantly pushes culture forward. Her “spirit of moving forward” and her attitude toward self-expression are deeply connected to the values that Johnnie Walker has cherished. Through our partnership with Rosé, we are very pleased to be able to deliver her unique perspective to people around the world, while also creating attractive Johnnie Walker cocktails and various experiences. We want to continue supporting people in embracing their individuality, challenging conventional ideas, and continuing to Keep Walking. Related link: Johnnie Walker official website
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