Johnnie Walker announces ROSÉ as global ambassador

Johnnie Walker has appointed global K-pop star ROSÉ as its new strategic global brand ambassador. The announcement was made during an exclusive event at the SIGNIEL Seoul hotel, where the artist introduced the ‘Twist of Something Highball’, a signature cocktail featuring Johnnie Walker Black Label.

The brand intends to serve the new cocktail in prestigious venues across South Korea and establishments featured on the ‘Asia’s 50 Best Bars’ list, with planned expansions into the United Kingdom, Indonesia, and China. The partnership aims to align the brand’s ‘Keep Walking’ philosophy with contemporary pop culture to appeal to younger consumers who favor lighter, versatile cocktail formats over traditional whisky consumption.

In a separate development regarding the brand’s craftsmanship, Emma Walker, the first female Master Blender for Johnnie Walker, highlighted a growing industry trend toward incorporating whisky into diverse cocktail styles and developing more accessible flavor profiles, such as sweeter and fruitier notes, to reach a broader audience.