Staff WriterIf golf has always flirted with tradition, Johnnie Walker just spiked the punch bowl. Ahead of golf’s most spirited rivalry landing in New York City for the first time, Johnnie Walker—the world’s number one blended Scotch whisky—has uncorked a new fan-first initiative called The Spirit of the Cup. It’s bold, it’s brash, and it’s promising to turn the streets of Manhattan into a fairway with traffic lights.
The campaign kicks off with a limited-edition apparel drop in partnership with Devereux Golf, the street-smart brand that makes polos look like they’ve been hitting the gym.
Jerseys, polos, cardigans, caps, and tees are all in the lineup, each stitched with a little rivalry, a dash of New York attitude, and the swagger of Scotch whisky. It’s the duo’s third team-up, following two well-received releases under the Johnnie Walker Clubhouse banner in 2024.
Fans can browse the collection online at Devereux Golf—but let’s be honest, half the fun is being seen in one at the clubhouse bar.
Raising a Glass to Rivalry
Of course, no Johnnie Walker celebration would be complete without a drink in hand. Enter the Cocktail Courier kits: USA and Europe-themed editions featuring the Keep Walking 18 cocktail, a mix designed for those who believe their putts are straighter after two glasses.
Each kit comes with exclusive Johnnie Walker hero cups, perfect for clinking in triumph or drowning sorrows, depending on which flag you’re waving.
Fans 21+ can order kits via Cocktail Courier.
Taking Golf to the Streets
From September 24–28, Johnnie Walker will send a branded truck rolling through New York City, bringing golf where it’s never gone before: onto the pavement.
Think watch parties, street golf, cocktail tastings, and Devereux giveaways—golf stripped of its country club etiquette and poured straight into the hands of everyday fans.
Meanwhile, the Hypegolf Clubhouse (147 Grand Street, NYC) is open now through September 27, serving signature Johnnie Walker cocktails and showcasing the full apparel collection.
For those who can’t make the trip, cocktail recipes like the Keep Walking 18, Johnnie Lemonade, and Blue in One are available at Johnnie Walker Clubhouse.
“At Johnnie Walker, we champion moments that bring people together, and ‘The Spirit of the Cup’ perfectly captures the energy, passion, and camaraderie that golf inspires,” said Jesse Damashek, Senior Vice President of Whiskey Portfolio, Diageo North America.
“Golf has always been part of our history, but this past year we’ve taken bold steps to reenergize that legacy—bringing immersive fan experiences to the Charles Schwab Challenge and Waste Management Phoenix Open, reviving our historic hole-in-one tradition, and now channelling the energy of golf’s biggest rivalry to a broader, more connected audience.”
A Toast to the Future
This year, Johnnie Walker is putting its money where its mouth is by partnering with FairWays to Leadership, a U.S. nonprofit dedicated to building diverse leaders through golf literacy and career development.
Scholarships and programs supported by the Scotch giant will give young adults 21+ the chance to step onto fairways of opportunity.
“We are honoured to partner with Johnnie Walker, a brand that shares our mission of driving leadership, inclusion, and lasting progress in the game,” said Dylan Gladney, Executive Director of FairWays to Leadership.
“Together, by pairing leadership development with golf education, we will open doors for the next generation of diverse leaders—preparing our alumni to thrive in both professional and cultural spaces where influence, networking, and representation matter.”
Where to Find the Spirit
Whether it’s sipping cocktails, snagging limited-edition gear, or chasing down a branded truck in SoHo, Johnnie Walker is making sure The Spirit of the Cup isn’t confined to the scorecard.
To stay in the loop on sweepstakes, cocktails, and future events, head to www.johnniewalker.com/clubhouse and follow @JohnnieWalkerUS on Instagram and Facebook.
Because this September, golf in New York won’t just be played—it’ll be poured.
