For over a century, Johnnie Walker has been a name synonymous with quality Scotch whisky and a deep connection to the world of golf. In 1926, the brand introduced a unique "hole-in-one" challenge, rewarding golfers who achieved this rare feat with a bottle of their iconic Scotch. Fast forward to 2025, and Johnnie Walker is bringing back this beloved tradition in a bold and modern way with the Blue-in-One Challenge. This exciting initiative celebrates one of golf’s most thrilling moments while embracing the sport’s evolving, inclusive future. Here’s everything you need to know about this remarkable campaign that blends tradition, luxury, and innovation.
A Nod to Golf’s Rarest Achievement
A hole-in-one is no small accomplishment. With odds of 12,500 to 1, it’s a moment every golfer dreams of but few ever experience. Johnnie Walker recognizes the rarity and prestige of this achievement, drawing a parallel to their Blue Label whisky, which is crafted from just one in every 10,000 casks. To honor golfers who make this extraordinary shot, the Blue-in-One Challenge offers a prize unlike any other: a personalized Johnnie Walker Blue Label-Inspired Sunday Golf Bag. This exclusive reward is customized with the golfer’s name, the date, and the course where their hole-in-one occurred, making it a one-of-a-kind keepsake.
Image credit: Johnnie Walker
The challenge is open to golfers aged 21 and older who score a hole-in-one on a Par 3 or digital course. To claim their prize, participants simply need to submit proof of their achievement on the official Johnnie Walker website at www.johnniewalker.com/en-us/blue-in-one. The campaign runs through May 31, 2025, giving players plenty of time to hit the course and aim for glory.
The Johnnie Walker Blue Label-Inspired Sunday Golf Bag: A Masterpiece of Style and Function
At the heart of the Blue-in-One Challenge is the stunning Johnnie Walker Blue Label-Inspired Sunday Golf Bag, designed in collaboration with Devereux Golf, a brand known for shaking up traditional golf culture with bold, modern designs. This golf bag is more than just equipment—it’s a statement piece that combines luxury, practicality, and craftsmanship.
Image credit: Johnnie Walker
The bag features rich Blue Label hues, inspired by the deep, sophisticated tones of Johnnie Walker’s premium whisky. Accents of refined gold add a touch of elegance, while premium materials ensure durability and functionality. Whether carrying it across the fairway or displaying it as a trophy, golfers will appreciate the bag’s sleek design and thoughtful details. It’s built for the next generation of players who value style as much as performance, making it the perfect companion for both casual rounds and competitive play.
Devereux Golf’s co-founder, Bert Brunner, shared his excitement about the collaboration, noting that the bag was designed to balance sophistication with accessibility. It reflects both brands’ commitment to honoring golf’s traditions while making the sport more welcoming and fun for everyone. This partnership is a testament to Johnnie Walker’s ability to stay true to its roots while pushing boundaries to create something fresh and exciting.
A Century of Golf and Whisky Tradition
Johnnie Walker’s connection to golf spans over 100 years, a legacy that began with its founder, John Walker, and has been carried forward by six generations of skilled Master Blenders. From local clubhouses to international tournaments, the brand has long been the Scotch of choice for celebrating victories and milestones on the course. Its range of award-winning whiskies—including Red Label, Black Label, Gold Label Reserve, and the luxurious Blue Label—has become a staple at golf events worldwide, with nearly 19 million cases sold annually, according to 2019 IWSR data.
Image credit: Johnnie Walker
The Blue-in-One Challenge is a natural extension of this storied history. By reviving the hole-in-one tradition, Johnnie Walker is not only paying homage to the past but also reimagining it for a new era. The campaign reflects the brand’s philosophy of “Keep Walking,” encouraging golfers to persevere, take risks, and celebrate their achievements—no matter how big or small.
Bringing Golf to a Wider Audience
Johnnie Walker isn’t just celebrating golfers who score a hole-in-one; they’re also bringing the excitement of the sport to a broader audience. As part of the Blue-in-One Challenge, the brand hosted a lively Augusta Watch Party in New York City on April 11, 2025. The event was a vibrant mix of golf culture and whisky craftsmanship, featuring delicious food, signature Johnnie Walker cocktails, interactive games, and exclusive giveaways. It was a chance for fans to immerse themselves in the energy of golf’s most prestigious tournament while connecting with the Johnnie Walker brand.
Image credit: Johnnie Walker
This event is just one example of how Johnnie Walker is making golf more accessible and engaging. The sport is undergoing a transformation, with digital formats, innovative tournaments, and a growing emphasis on inclusivity drawing in younger and more diverse players. Johnnie Walker is at the forefront of this shift, partnering with forward-thinking brands like Devereux Golf to create experiences and products that resonate with today’s golfers.
The Johnnie Walker x Devereux Golf Collaboration
The collaboration between Johnnie Walker and Devereux Golf goes beyond the Blue Label-Inspired Sunday Golf Bag. Together, the two brands have launched a series of bold capsule collections that blend golf apparel with streetwear-inspired style. Available at devereuxgolf.com/collections/johnnie-walker, these collections feature clothing and accessories designed to stand out on and off the course.
Image credit: Johnnie Walker
Devereux Golf, founded in 2013 by brothers Robert and Will Brunner, is known for challenging the status quo in golf fashion. Their apparel embraces a laid-back, modern aesthetic, encouraging players to express themselves through untucked shirts, backward hats, and belt-free looks. By partnering with Devereux, Johnnie Walker is tapping into this fresh approach, creating products that appeal to a new generation of golfers who value individuality and inclusivity.
Image credit: Johnnie Walker
These collections are a perfect reflection of both brands’ shared values: respect for tradition, a passion for innovation, and a commitment to making golf more approachable. Whether it’s a sleek polo, a stylish cap, or a versatile jacket, every piece is designed to help golfers feel confident and comfortable while celebrating the spirit of the game.
How to Get Involved
Golfers eager to participate in the Blue-in-One Challenge can start by hitting the course and aiming for that elusive hole-in-one. Those who succeed can submit their achievement online to receive their personalized golf bag. Even if a hole-in-one isn’t in the cards, fans can still join the celebration by exploring the Johnnie Walker x Devereux Golf collections or following @JohnnieWalkerUS on Instagram and Facebook for updates on events and giveaways.
For those curious about upcoming activations, the Johnnie Walker Golf Clubhouse is a traveling experience that brings the brand’s golf-inspired energy to courses and cities across the country. Details about its next stops can be found at https://www.johnniewalker.com/en-us/keep-walking/clubhouse.
A Toast to Golf’s Future
Johnnie Walker’s Blue-in-One Challenge is more than just a promotion—it’s a celebration of golf’s enduring appeal and its exciting evolution. By rewarding one of the sport’s rarest achievements with a luxurious, personalized prize, the brand is inspiring golfers to chase their dreams and savor the journey. At the same time, through innovative partnerships and vibrant events, Johnnie Walker is helping to shape a more inclusive and dynamic future for golf.
Image credit: Johnnie Walker
As Jesse Damashek, Senior Vice President of Whiskey Portfolio at Diageo North America, put it, the Blue-in-One Challenge is about balancing tradition with progress. It’s a fitting tribute to a brand that has spent over 200 years perfecting its craft while always looking forward. Whether you’re a seasoned golfer or a newcomer to the game, Johnnie Walker invites you to raise a glass—responsibly, of course—and keep walking toward your next great moment on the course.
