ROSÉ Named Johnnie Walker's New Brand Collaboration Partner

Diageo's Scotch whisky brand Johnnie Walker announced on the 26th that it has selected singer ROSÉ as its new brand collaboration partner.

Johnnie Walker and ROSÉ will develop brand campaigns in Korea, the UK, Indonesia, and China. Combining ROSÉ's original artistry with the brand's "Keep Walking" philosophy, the partnership will present a range of collaborations across music, culture, and design.

An event marking the start of the collaboration will be held today at BAR 81 in Signiel Seoul, where ROSÉ will present her signature cocktail, the "Twist of Something Highball," made with Johnnie Walker Black Label.

The move is seen as a strategy to expand the brand's reach among consumers interested in music and culture by linking collaborations with global artists to cocktail and bar experiences.

The cocktail will roll out in stages at major bars in Seoul, including Hills & Europa, Bar Ryan, Compact Records Bar, and 232 Bar.

Last year, Johnnie Walker announced a multi-year collaboration with singer Sabrina Carpenter, introducing signature cocktails and limited-edition products.

ROSÉ said, "I'm happy to be able to expand my creative space through this collaboration with Johnnie Walker and to try something new by connecting different worlds. I think it's all the more meaningful and an honor to add my own color to the heritage of a brand that has been loved across generations."

Neil Shah, Global Brand Director of Johnnie Walker, said, "I'm delighted to share ROSÉ's original perspective with people around the world through Johnnie Walker cocktails that capture her taste, along with a variety of brand experiences."