Diageo-owned Scotch whisky brand Johnnie Walker has announced a new collaboration with ROSÉ, the Grammy-nominated singer and member of K-pop group BLACKPINK, for a campaign centred on creativity, individuality and cultural expression. The partnership will debut in Seoul before expanding to major Asian cities and international markets, bringing together the global Scotch whisky brand and one of the most influential artists in contemporary pop music.
The campaign will begin with an event at Bar 81, located at Signiel Seoul, where ROSÉ will host a Johnnie Walker Black Label celebration inspired by her personal story and creative journey. The event will also introduce her signature Twist of Something Highball, a cocktail developed as part of the collaboration. The initiative aims to connect the brand with consumers through music, contemporary culture and distinctive cocktail experiences.
ROSÉ, known for her solo music and work with BLACKPINK, has gained international recognition through releases including APT., her collaboration with Bruno Mars. Through the Johnnie Walker partnership, she will contribute her creative perspective to a series of projects spanning design, culture and lifestyle experiences.
Commenting on the collaboration, ROSÉ said she was excited to expand her creative journey with Johnnie Walker and explore new ways to bring different worlds together. She also highlighted the opportunity to contribute to the evolving story of a brand recognised across generations.
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CETA Impact Premium UK Liquor Brands to Become Cheaper in UP from October 10Neil Shah, Global Brand Director of Johnnie Walker, said ROSÉ represents a new generation of artists known for creativity, individuality and challenging conventions. He added that her approach to self-expression aligns with the brand’s philosophy of progress and its long-standing “Keep Walking” platform. The partnership will introduce a range of cocktails and experiences designed to bring ROSÉ’s distinctive perspective to audiences worldwide.
The collaboration forms part of Johnnie Walker’s broader strategy of working with prominent artists to strengthen its cultural relevance and engage new audiences. The brand has previously partnered with Grammy Award-winning singer Sabrina Carpenter, including a campaign featuring her signature Go Go Highball and a limited-edition Johnnie Walker Black Label bottle inspired by her style.
With ROSÉ joining its portfolio of creative collaborators, Johnnie Walker is continuing to explore the intersection of premium Scotch whisky, music and contemporary culture. The campaign’s phased international rollout is expected to extend the partnership beyond Seoul, combining signature cocktail experiences with brand-led cultural initiatives.
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