Golf has always been more than just a game—it’s a tradition, a challenge, and a way to connect with others over a shared passion. In September 2025, Johnnie Walker, the world’s top-selling Scotch whisky, is taking that passion to the streets of New York City with its bold “Spirit of the Cup” campaign. Timed to coincide with golf’s fiercest rivalry hitting the Big Apple for the first time, this initiative blends the timeless allure of golf with the gritty, vibrant energy of NYC. Partnering with Devereux Golf, a brand known for shaking up the sport’s stuffy image, Johnnie Walker is delivering a fan-focused experience that celebrates competition, camaraderie, and style. From exclusive merchandise to street-side watch parties and cocktails that pack a punch, this campaign is redefining what it means to be a golf fan in 2025.
Image credit: Johnnie Walker/Devereux
A Collaboration Rooted in Tradition and Rebellion
Johnnie Walker’s connection to golf stretches back over a century, with ties to the sport dating as far back as the 1860 British Open. The brand has long been a staple at golf celebrations, from its 1926 “hole-in-one” challenge that rewarded players with a bottle of Scotch to its sponsorship of major tournaments. In 2025, Johnnie Walker is doubling down on that legacy with its third collaboration with Devereux Golf, a brand founded in 2013 by brothers Robert and Will Brunner. Devereux is all about breaking the mold—think untucked shirts, backward hats, and a vibe that’s more city street than country club. Together, these two brands are crafting a vision of golf that’s inclusive, approachable, and undeniably cool.
Image credit: Johnnie Walker/Devereux
The centerpiece of the “Spirit of the Cup” campaign is a limited-edition apparel collection that screams personality. Drawing inspiration from the tournament’s intense rivalry and New York’s bold street style, the collection includes vibrant hockey jerseys, crisp polos, cozy cardigans, graphic tees, and sleek caps. Each piece blends classic golf aesthetics with modern flair, making them just as at home on the fairway as they are at a rooftop bar. The jerseys, available in Team USA and Team Europe colorways, feature embroidered patches and oversized graphics that capture the competitive spirit of the event. The polos and tees incorporate subtle nods to Johnnie Walker’s iconic Striding Man logo, while the cardigans add a touch of sophistication for those cooler NYC evenings. Fans can shop the collection online at Devereux Golf’s website, but with its limited release, these items won’t last long.
Cocktails That Toast the Game
No Johnnie Walker event would be complete without a drink in hand, and the “Spirit of the Cup” delivers with a lineup of cocktails designed to elevate the golf-watching experience. The star of the show is the Keep Walking 18, a refreshing mix of Johnnie Walker Black Label, Rose’s Lime, lemon juice, ginger beer, soda water, and a dash of Angostura bitters. Served in a Collins glass with a lemon wheel and mint bouquet, it’s the perfect drink for cheering on your team. For those who prefer something simpler, the Johnnie Lemonade combines Johnnie Walker Black Label with lemon juice, simple syrup, and iced tea for a crisp, easy-sipping option.
To bring the party home, Johnnie Walker is offering limited-time Cocktail Courier kits in USA and Europe-themed editions. Each kit includes all the ingredients needed to whip up the Keep Walking 18, along with exclusive Johnnie Walker hero cups that are sure to become collector’s items. Available for fans 21 and older, these kits are a great way to toast the tournament from your backyard or living room. For those who want to mix their own, full recipes for the Keep Walking 18, Johnnie Lemonade, and the Blue in One are available on Johnnie Walker’s Clubhouse website. These cocktails aren’t just drinks—they’re a way to join the celebration, whether you’re in NYC or halfway across the country.
Taking Golf to the Streets
From September 24 to 28, Johnnie Walker is transforming New York City into a golf lover’s playground with its “Spirit of the Cup” tour. A branded truck will roll through Manhattan and Brooklyn, stopping at various locations to host watch parties, street golf games, and merchandise giveaways. Imagine swinging a club on a city sidewalk, sipping a Johnnie Walker cocktail, and cheering on your team with fellow fans—it’s golf like you’ve never seen it before. The tour is designed to make the sport feel accessible and fun, breaking down the barriers of the traditional country club scene. For the latest schedule of truck stops, fans can check Johnnie Walker’s Clubhouse website.
Image credit: Johnnie Walker/Devereux
The Hypegolf Clubhouse at 147 Grand Street in Soho is another must-visit spot. Open through September 27, this pop-up offers a chance to shop the “Spirit of the Cup” collection in person and sample the signature cocktails. With its downtown vibe, the Clubhouse feels more like a trendy lounge than a stuffy golf shop, making it the perfect place to soak up the tournament atmosphere. Whether you’re a die-hard golf fan or just curious about the sport, the Clubhouse welcomes everyone to join the party.
A Commitment to the Future of Golf
Beyond the merchandise and events, Johnnie Walker is making a meaningful impact on the sport through its partnership with FairWays to Leadership. This national nonprofit is dedicated to opening doors for underrepresented students by teaching golf literacy and leadership skills. With over 1,000 alumni nationwide, FairWays to Leadership uses the sport as a platform to build networks, foster confidence, and create career opportunities. Johnnie Walker’s support for the organization’s scholarship initiatives for those 21 and older underscores its commitment to diversity and inclusion in golf.
Image credit: Johnnie Walker/Devereux
“We’re 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. This partnership is about more than just a game—it’s about building a brighter future for the next generation.
A Legacy of Golf and Good Times
Johnnie Walker’s love affair with golf isn’t new. From its early days sponsoring the British Open to its recent activations at the Charles Schwab Challenge and WM Phoenix Open, the brand has always been about bringing people together. The “Spirit of the Cup” campaign builds on that legacy, blending the timeless appeal of Scotch and golf with a modern, inclusive twist. “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 at Diageo North America.
Image credit: Johnnie Walker/Devereux
For those lucky enough to be in NYC during the tournament, Johnnie Walker is hosting a VIP launch event on September 24. Details are forthcoming, but it promises to be an unforgettable evening of golf, whisky, and exclusive swag. Fans can stay in the loop by following @JohnnieWalkerUS on Instagram and Facebook or visiting the Johnnie Walker Clubhouse website for updates on events, sweepstakes, and more.
Why It Matters
The “Spirit of the Cup” isn’t just about clothes or cocktails—it’s about reimagining golf for a new era. By partnering with Devereux Golf, Johnnie Walker is tapping into the sport’s evolving culture, where style, self-expression, and community are just as important as a good swing. The campaign’s streetwise approach, from the branded truck to the Hypegolf Clubhouse, makes golf feel less like an exclusive club and more like a shared celebration. Whether you’re a seasoned golfer or someone who’s never picked up a club, this initiative invites you to join the fun.
Image credit: Johnnie Walker/Devereux
For fans looking to get in on the action, the “Spirit of the Cup” collection is available now at Devereux Golf’s website, and the Cocktail Courier kits can be ordered online for those 21 and up. With the tournament set to light up NYC, now’s the time to grab your gear, mix a drink, and get ready to cheer. Johnnie Walker is proving that golf isn’t just about the course—it’s about the moments that bring us together, one sip and swing at a time.
