Johnnie Walker has a long-standing association with both golf and Scotch, dating back nearly a century. The brand initiated its ‘hole-in-one’ program in 1926, which rewarded players with a bottle for verified shots, establishing itself as a popular choice for celebratory moments.
In 2024, Johnnie Walker launched the Johnnie Walker Clubhouse program, collaborating with Devereux Golf to create a capsule collection aimed at making golf more inclusive and enjoyable. The latest offering, the “Keep Walking Collection,” coincides with the WM Phoenix Open, where Johnnie Walker is recognized as the first official Scotch whisky. This collection includes a variety of apparel and accessories, such as polos and shorts, designed with inspiration from the Scottish landscape and the tournament’s official colors. The collection features a modern take on traditional tartan patterns, appealing to contemporary golfers.
Devereux co-founder Will Brunner noted that this collaboration continues the brand’s mission to enhance the golfing experience. The partnership integrates classic elements with a progressive approach to the sport. Co-founder Bert Brunner emphasized the significance of this collaboration during the WM Phoenix Open, highlighting the blend of tradition and modernity.
At the WM Phoenix Open, Johnnie Walker will host several exclusive events. Attendees will have the opportunity to preview the “Keep Walking Collection” at PuttShack, participate in a mini-golf game, and engage with both brands. Additionally, the Johnnie Walker Clubhouse will return, offering signature cocktails at the iconic 16th hole of the tournament. Fans can also recreate these cocktails at home using recipes available on the Johnnie Walker website.
Jesse Damashek, Senior Vice President of Whiskey Portfolio at Diageo North America, remarked on Johnnie Walker’s historical ties to golf, emphasizing the brand’s commitment to inclusivity and tradition as it continues to evolve within the sport. The collaboration with Devereux represents a significant step in this ongoing evolution.