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.

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.

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. 

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 on Cocktail Courier. 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.
• 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. 

“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 donate $25,000 to 501(c)(3) non-profit partner FairWays to Leadership, a national nonprofit dedicated to expanding access to leadership opportunities through golf literacy and career development—helping build the next generation of diverse leaders. Funds 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.”