Johnnie Walker Brings Back Its 99-Year-Old Tradition With The 'Blue-In-One' Challenge

Johnnie Walker rewards hole-in-one achievers this spring by awarding a limited edition Blue Label Sunday Golf Bag in partnership with Devereux Golf

NEW YORK, April 10, 2025 /PRNewswire/ -- In 1926, Johnnie Walker Blended Scotch Whisky launched a 'hole-in-one' challenge, rewarding golfers who achieved the ultimate shot with a bottle of Scotch. Just as Johnnie Walker Blue Label is crafted from only 1 in 10,000 casks, a hole-in-one is a rare feat, with odds of 12,500 to 1. In anticipation of golf's most iconic tournament, the brand is reviving the tradition with their 'Blue-in-One' Challenge—a celebration of golf's most extraordinary moment. Golfers who sink an ace will be rewarded with an exclusive Johnnie Walker Blue Label-Inspired Sunday Golf Bag, customized with their name, the date and the course of their hole-in-one.

"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," says Jesse Damashek, Senior Vice President of Whiskey Portfolio, Diageo North America. "With a growing focus on accessibility, fueled by new digital formats and energy-shifting tournaments, golf is becoming dynamic and widely embraced. Like our whisky, the return of the 'Blue-in-One' Challenge balances tradition with progress, celebrating one of the game's oldest and rarest achievements while inspiring a new wave of players to take part in energizing the sport."

Crafted in collaboration with Devereux Golf, the Johnnie Walker Blue Label-Inspired Sunday Golf Bag is a bold fusion of luxury, innovation, and craftsmanship. Designed for the next generation of golfers, it features deep Blue Label hues, refined gold accents, and premium materials - making it as stylish as it is functional. More than just a golf bag, it's a tribute to those who, like Johnnie Walker, keep swinging and Keep Walking forward. Now through May 31st, 2025, golfers aged 21 and older who score a hole-in-one on a Par 3 or digital course and submit proof of their achievement by going to the Johnnie Walker website will receive one of these golf bags.

"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," says Bert Brunner, Devereux Golf Co-Founder. "We wanted to create something that not only honors the tradition of the game but also stands out with bold style and modern craftsmanship that Johnnie Walker Blue Label is celebrated for around the world."

Johnnie Walker is bringing the energy of golf's most prestigious tournament to an even bigger audience. Fans are invited to hit the course for a shot at becoming a 'Blue-in-One' achiever and join the celebration at the Johnnie Walker Augusta Watch Party in New York City tomorrow, Friday, April 11th. Attendees can expect great food, signature Johnnie Walker cocktails, games and epic giveaways—a perfect blend of modern golf culture and whisky craftsmanship. 

For over a century, Johnnie Walker Blended Scotch Whisky has been woven into the fabric of golf, cementing itself as the go-to Scotch for celebrations big and small. The iconic brand is keeping the tradition alive while ushering in a new era—making golf more accessible, vibrant, and straight-up fun through bold collaborations, epic events, and game-changing partnerships. With the brand's standout collaborations with Devereux Golf, a trendsetting golf brand that blends style, tradition, and inclusivity, Johnnie Walker and Devereux have introduced bold capsule collections designed to turn heads. 

Be sure to follow @JohnnieWalkerUS on Instagram and Facebook, and visit the Johnnie Walker Website to learn more and find out where the Johnnie Walker Golf Clubhouse will show up next. And whether on or off the course, please enjoy Johnnie Walker responsibly.

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 

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 (DEO) and the London Stock Exchange (DGE) and our products are sold in more than 180 countries around the world. For more information about DIAGEO, our people, our brands, and performance, visit the DIAGEO website. Visit DIAGEO's global responsible drinking resource, for information, initiatives, and ways to share best practice.

Follow us on Instagram for news and information about DIAGEO North America: @Diageo_NA. Celebrating life, every day, everywhere.

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 the Devereux website or follow @DevereuxGolf on Instagram, Facebook, or TikTok.

SOURCE DIAGEO North America