Johnnie Walker Blended Scotch Whisky has announced the revival of its ‘Blue-in-One’ Challenge, a golf initiative that rewards players who achieve a hole-in-one. This challenge is a nod to a similar event launched in 1926, which celebrated the rarity of scoring a hole-in-one, a feat with odds of approximately 12,500 to 1. Participants who successfully sink an ace on a Par 3 or digital course and provide proof of their accomplishment will receive an exclusive Johnnie Walker Blue Label-Inspired Sunday Golf Bag, personalized with their name, the date, and the course of their hole-in-one.
Jesse Damashek, Senior Vice President of Whiskey Portfolio at Diageo North America, stated, “At Johnnie Walker, we are proud of our century-long connection to the world of golf, and as the sport evolves, we remain committed to playing an active role in shaping its future – pushing, as we have done since the beginning, for progress.” He emphasized the importance of accessibility in golf, noting that the sport is increasingly becoming dynamic and widely embraced.
The golf bag, developed in collaboration with Devereux Golf, features deep hues inspired by Blue Label, complemented by gold accents and premium materials. Bert Brunner, Co-Founder of Devereux Golf, remarked, “Designing the Johnnie Walker Blue Label-Inspired Sunday Golf Bag was about merging sophistication with functionality, infused with our brands’ shared spirit to make the sport more accessible and fun.”
The challenge runs until May 31, 2025, and aims to inspire a new generation of golfers. In addition, Johnnie Walker is hosting a Watch Party in New York City to celebrate golf’s prestigious tournament, where attendees can enjoy food, cocktails, games, and giveaways. This initiative highlights Johnnie Walker’s ongoing commitment to the sport and its community.