Johnnie Walker has unveiled ‘The Spirit of the Cup’, a new fan-first program celebrating golf’s most anticipated rivalry as it comes to New York City for the first time. The initiative combines exclusive merchandise, cocktail experiences, and live activations across the city to highlight national pride, competition, and the evolving culture of the sport.
Exclusive Merch with Devereux Golf
As part of the launch, Johnnie Walker has released a limited-edition apparel collection in collaboration with Devereux Golf. The drop includes jerseys, polos, cardigans, caps, and graphic tees inspired by streetwear, tournament rivalry, and the energy of New York City. The collaboration follows two previous Johnnie Walker x Devereux releases in 2024. Fans can shop the collection at Devereux Golf.
Cocktail Courier Kits and Signature Drinks
To mark the rivalry, Johnnie Walker is offering Cocktail Courier kits in USA and Europe-themed editions. Each kit features the brand’s Keep Walking 18 cocktail and comes with collectible hero cups. Additional cocktail recipes—including the Johnnie Lemonade and Blue in One—are available at johnniewalker.com/clubhouse.
New York City Events and Activations
Johnnie Walker will host several experiences across New York City, including:
- ‘The Spirit of the Cup’ Tour (Sept. 24–28): A branded truck will travel throughout the city with street golf games, watch parties, cocktail samples, and merch giveaways.
- Hypegolf Clubhouse (through Sept. 27, 147 Grand Street, NYC): Fans can enjoy golf-inspired cocktails and shop the exclusive collection in person.
Commitment to Diversity and Inclusion in Golf
Beyond merchandise and events, Johnnie Walker has partnered with FairWays to Leadership, a nonprofit that expands access to leadership development through golf literacy and career training. Johnnie Walker will support the group’s scholarship initiatives for participants aged 21 and over. “Together, by pairing leadership development with golf education, we will open doors for the next generation of diverse leaders,” said Dylan Gladney, Executive Director of FairWays to Leadership.
Brand Perspective
“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. The program builds on Johnnie Walker’s recent activations at major tournaments and revives its long-standing tradition of supporting the sport.
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