How does a 200-year-old whisky stay relevant to today’s audiences while honoring its core brand? Johnnie Walker honors its tradition while continuing to lead the way through exciting partnerships with global icons across music, fashion, sport, and entertainment. From the Squid Game Black Label edition and Olivier Rousteing’s couture-inspired Vault collaboration to Devereux Golf capsules and multi-year partnerships with pop star Sabrina Carpenter, Johnnie Walker blends heritage, creativity, and cultural relevance to craft immersive, shareable experiences. 

Join Josh Dean, Vice President of Johnnie Walker and Buchanan’s, as he showcases how the brand connects with young, progressive audiences through bold, culture-first collaborations and non-traditional marketing that keep Johnnie Walker walking forward.