Staff WriterGolf’s rowdiest rivalry is rolling into New York City for the first time, and Johnnie Walker isn’t about to let the moment slip by without raising a glass—or three.
The world’s number one blended Scotch whisky has unveiled The Spirit of the Cup, a fan-first celebration blending national pride, fashion, cocktails, and the kind of cultural mash-up you only get when golf collides with Gotham.
To kick things off, Johnnie Walker has teamed up once again with Devereux Golf, the brand that insists your polo doesn’t have to look like it was borrowed from your grandfather’s closet.
The new limited-edition Spirit of the Cup collection features bold jerseys, polos, cardigans, caps, and graphic tees—threads inspired by the rivalry itself, street style swagger, and the buzz of New York.
This is the third collaboration under the Johnnie Walker Clubhouse banner, following two sell-out drops in 2024. (The gear is already up for grabs at Devereux Golf).
And because golf fandom works up a thirst, Johnnie Walker is serving limited-time Cocktail Courier kits in both USA and Europe editions.
Each comes stocked with the fan-favourite Keep Walking 18 cocktail and exclusive JW hero cups, ensuring your living room feels like the 18th green at Bethpage. (21+ only, and available at Cocktail Courier).
Golf Hits the Streets of New York
If you think this is just about sipping whisky and wearing a sharp cardigan, think again. Johnnie Walker is literally putting golf on wheels.
- The Spirit of the Cup Tour (Sept. 24–28): A branded truck will roll through New York hosting watch parties, street golf challenges, merch giveaways, and cocktail tastings. You’ll find out where the truck parks next at Johnnie Walker Clubhouse.
- Hypegolf Clubhouse (through Sept. 27, 147 Grand Street): Pop in for signature Johnnie Walker cocktails and to shop the new collection in person.
- Cocktail Menu Highlights: The Keep Walking 18, Johnnie Lemonade, and the aptly named Blue in One. Can’t make it to Manhattan? Recipes are up online so you can play bartender at home.
“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 Progress On and Off the Course
This year, Johnnie Walker is also extending its reach beyond fairways and fan zones by partnering with FairWays to Leadership, a national nonprofit that uses golf as a gateway to leadership and career development.
The brand will back scholarship initiatives for 21+ participants, pushing forward its mission of diversity, inclusion, and personal progress.
“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 It
Fans can dive deeper into all things Spirit of the Cup—from sweepstakes and cocktails to live event updates—at Johnnie Walker Clubhouse.
And if you’re the type who can’t resist a sneak peek, @JohnnieWalkerUS is dropping updates on Instagram and Facebook.
So, whether you’re raising a glass in Manhattan or mixing a Blue in One at home, Johnnie Walker is reminding us all to keep walking—and this September, to keep swinging, too.
