Johnnie Walker Celebrates Golf's Fiercest Rivalry with 'The Spirit of the Cup': Bringing Pride, Passion, Progress, and Golf to the Streets with Exclusive Merch by Devereux Golf and Spirited Activations
The program builds on the brand's century-long passion for the game, legacy of personal progress, and mission to make golf more vibrant, inclusive, and fun.
NEW YORK, Sept. 4, 2025 /PRNewswire/ -- In anticipation of golf's most spirited rivalry taking place for the first time in New York City, Johnnie Walker, the world's number one blended Scotch whisky, proudly unveils 'The Spirit of the Cup'—an immersive, fan-first initiative designed to celebrate national pride, fierce competition, and golf's evolving culture.
Johnnie Walker x Devereux Golf 'The Spirit of the Cup' Collection
'The Spirit of the Cup' Hockey Jersey
Johnnie Walker Celebrates Golf’s Fiercest Rivalry with ‘The Spirit of the Cup’: Bringing Pride, Passion, Progress, and Golf to the Streets with Exclusive Merch by Devereux Golf and Spirited Activations
To kick off the program, Johnnie Walker today launches a limited-edition 'The Spirit of the Cup' collection in collaboration with trendsetting apparel brand Devereux Golf. Inspired by the tournament's rivalry, street style, and the energy of New York City, this drop features bold jerseys, classic polos, cardigans, caps, and graphic tees. It marks the duo's third release, building on two standout collaborations under the Johnnie Walker Clubhouse banner that launched in 2024. Shop the collection at https://devereuxgolf.com/collections/johnnie-walker-spirit-of-the-cup.
To help fans toast their team of choice, Johnnie Walker is introducing limited-time Cocktail Courier kits—available in USA and Europe-themed editions—featuring a golf fan favorite: the Keep Walking 18 cocktail. Each kit includes exclusive Johnnie Walker hero cups designed to fuel fan celebrations (while supplies last). Fans 21+ can purchase kits here: https://www.cocktailcourier.com/pages/johnnie-walker-the-spirit-of-the-cup. This must-have collection and cocktail experience offer the perfect way to celebrate the spirit of the game in style.
Johnnie Walker will bring golf to the streets, hosting a series of exclusive events and activations across New York City this September, including:
'The Spirit of the Cup' Tour (Wednesday, September 24 – Sunday, September 28): Johnnie Walker will bring golf to the streets with a branded truck stopping at locations across NYC to host watch parties, street golf games, exclusive Devereux Golf merch giveaways, and offer samples of golf-inspired cocktails—delivering on the brand's mission to make golf accessible, inclusive, and fun for everyone. Check out www.johnniewalker.com/clubhouse for where 'The Spirit of the Cup' truck will be!
Hypegolf Clubhouse (currently – September 27 | 147 Grand Street, New York, NY 10013): Fans can visit the Hypegolf Clubhouse to enjoy signature Johnnie Walker golf-inspired cocktails and shop the 'The Spirit of the Cup' collection.
Signature Cocktails: Favorites include the Keep Walking 18, Johnnie Lemonade, and Blue in One. Those not in attendance can still join the fun at home (21+) by accessing full recipes at www.johnniewalker.com/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 channeling the energy of golf's biggest rivalry to a broader, more connected audience."
This year, Johnnie Walker is proud to partner with FairWays to Leadership, a national 501(c)(3) nonprofit dedicated to expanding access to leadership opportunities through golf literacy and career development—helping build the next generation of diverse leaders. Johnnie Walker will support the organization's scholarship initiatives for those 21+, reinforcing the brand's commitment to diversity, inclusion, and personal progress, both on and off the course.
"We are honored 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."
To find out more about the Johnnie Walker Clubhouse, Johnnie Walker Golf Sweepstakes, cocktails and more go to www.johnniewalker.com/clubhouse and be sure to follow @JohnnieWalkerUS on Instagram and Facebook to find out where Johnnie Walker will show up next.
ABOUT JOHNNIE WALKER Johnnie Walker is the world's number one Scotch Whisky brand, enjoyed by people in over 180 countries around the world. Since the time of its founder, John Walker, those who blend its whiskies have pursued flavor and quality above else.
Six generations of skilled Master Blenders have pioneered and crafted bold new flavors that have transformed a small Scottish grocery store business, founded in 1820, into an international whisky business selling stylish, authentic, and iconic blends.
Today's range of award-winning whiskies includes Johnnie Walker Red Label, Black Label, Double Black, Green Label, Johnnie Walker High Rye Blended Scotch Whisky, Gold Label Reserve, Aged 18 Years and Blue Label. Together they account for nearly 19 million cases sold annually (IWSR, 2019), making Johnnie Walker the most popular Scotch Whisky brand in the world.
ABOUT DIAGEO NORTH AMERICA Diageo is a global leader in beverage alcohol with an outstanding collection of brands including Johnnie Walker, Crown Royal, Bulleit and Buchanan's whiskies, Smirnoff, Cîroc and Ketel One vodkas, Casamigos, DeLeon and Don Julio tequilas, Captain Morgan, Baileys, Tanqueray and Guinness.
Diageo is listed on both the New York Stock Exchange (NYSE: DEO) and the London Stock Exchange (LSE: DGE) and their products are sold in more than 180 countries around the world.
For more information about Diageo, their people, brands, and performance, visit www.diageo.com. Visit Diageo's global responsible drinking resource, www.DRINKiQ.com, for information, initiatives, and ways to share best practice. Follow at X and Instagram for news and information about Diageo North America: @Diageo_NA.
ABOUT DEVEREUX GOLF Devereux is a cultural golf brand founded in 2013 by brothers, Robert and Will Brunner, whose aim is to bring a fresh take to the stale world of golf. At Devereux, we love the game, respect the sport, and honor the traditions, but we welcome the next generation of golfers who are breaking stigmas and outdated standards. As golf culture evolves, and younger more diverse players engage in the game, Devereux is committed to offering apparel and accessories that cater to them- both from a style perspective and price point. Devereux's apparel represents the ever-welcomed melding of streetwear and golf; a combination that inspired the brand to move away from the country club scene and embrace the freedom to create quality clothing and accessories for the kind of golf we like; the kind where you untuck your shirt, wear your hat backwards and leave your belt at home. Follow along with the movement by visiting devereuxgolf.com or follow @DevereuxGolf on Instagram, Facebook, or TikTok.
ABOUT FAIRWAYS TO LEADERSHIP FairWays to Leadership (FWTL) is a national nonprofit dedicated to advancing access to leaders and leadership opportunities through golf literacy. With over 1,000 alumni from institutions across the country, FWTL equips underrepresented students with the skills, networks, and opportunities to thrive in leadership roles. Through corporate partnerships and community programs, FWTL is building the next generation of diverse leaders, one fairway at a time.
SOURCE DIAGEO North America
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