Inspired by the game Johnnie Walker has been associated with
for over a century and timed to WM Phoenix Open, the partnership's
largest drop to date celebrates the next generation of golfers and
whisky drinkers
NEW
YORK, Feb. 5, 2025 /PRNewswire/ -- For
almost 100 years, Johnnie Walker has been committed to expanding
the traditions for both golf and Scotch occasions. In 1926, Johnnie
Walker introduced its 'hole-in-one' program, offering a bottle to
any player who had a verified shot – the beginning of the brand
becoming the go-to Scotch for celebrations big and small.
Experience the full interactive Multichannel News Release here:
https://www.multivu.com/johnniewalker/9316951-en-johnnie-walker-devereux-golf-keep-walking-collection
Today, following a standout first collaboration under the
Johnnie Walker Clubhouse program introduced in 2024, the world's
number one blended Scotch whisky Johnnie Walker and trendsetting
golf apparel brand Devereux Golf, dropped a second line of their
iconic capsule collection. As part of their joint mission, Johnnie
Walker and Devereux Golf are continuing to make golf more
inclusive, vibrant, and straight up more fun.
Building on the momentum of the first capsule collection and
timed to WM Phoenix Open—of which Johnnie Walker is the first-ever
official Scotch whisky—the "Keep Walking Collection" features an
expanded range of apparel and accessories, including polos for both
men and women, shorts and putter covers. Each item draws
inspiration from the rolling Scottish countryside, merging timeless
heritage with contemporary design, and features the official colors
of the tournament, seamlessly blending with the iconic hues of
Johnnie Walker's distinctive brand world. Featuring a classic
Tartan pattern reimagined for today's golfer, the collection offers
a nod to traditional golf staples without losing its iconic edge.
Shop the collection
at https://devereuxgolf.com/collections/johnnie-walker.
"Since 2013, Devereux has challenged the status quo to create a
more inclusive and exciting experience in golf, and this second
collaboration with our friends at Johnnie Walker furthers that
mission," says Devereux co-founder Will
Brunner. "With Johnnie Walker now the first-ever official
scotch whisky of the WM Phoenix Open—one of golf's most iconic and
energy-shifting tournaments—it's the perfect time to roll out the
next chapter of our partnership that explores the progressive side
of golf while nodding to tradition with classic tartan patterns and
celebrates the moments that make golf special," added Devereux
co-founder Bert Brunner.
Johnnie Walker will bring exclusive activations and signature
cocktails to the WM Phoenix Open, including:
- The "Keep Walking Collection" at PuttShack: On
Wednesday, February 5th, from
4:00–6:00 PM MST, WM Phoenix Open attendees 21+ can get a first
look at the 'Keep Walking Collection,' participate in a 9-hole mini
golf game and connect with the vibrant worlds of Johnnie Walker and
Devereux Golf. RSVP
at https://cloud.official.johnniewalker.com/devereux_puttshack_rsvp.
- Johnnie Walker Clubhouse: Back again this year is the
elevated Johnnie Walker hospitality experience, stationed at the WM
Phoenix Open's legendary 16th hole. Guests 21+ will be able to
purchase the brand's signature cocktails at bars throughout the
course.
- Signature Cocktails: Fans can enjoy favorites
including the Keep Walking 18, Johnnie Lemonade, and Blue in One.
Those not in attendance 21+ can join in on the fun and create the
cocktails at home with the full recipes
on www.johnniewalker.com/clubhouse.
"Johnnie Walker's connection to golf dates back to the 1860
British Open where one of the greatest champions, James Braid had two sons who worked for
John Walker & Sons – a nod to
our long history of welcoming all to the Johnnie Walker family.
We'll continue to bring that same inclusive spirit to golf as seen
through our partnership with Devereux," says Jesse Damashek, Senior Vice President of Whiskey
Portfolio, Diageo North America. "Johnnie Walker has been at the
forefront of partnerships that push and evolve tradition. Now, as
the official Scotch whisky of WM Phoenix Open, we are thrilled to
continue to play a key role in the evolution of this great
game."
Now, the brand returns to the home of the Johnnie Walker
Championship, last played in 2013. Today through September 30th, 2025, golf fans and whisky lovers
21+ can immerse themselves in Johnnie Walker's roots by entering
the Johnnie Walker Golf Sweepstakes. The winner and up to three
guests will receive a 5 day and 4 night trip to a luxury golf
resort in Perthshire, Scotland. To
enter, go to www.johnniewalker.com/clubhouse and be sure
to follow @JohnnieWalkerUS on Instagram and
Facebook to find out where Johnnie Walker will show up
next.
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 NORTH
AMERICA
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
(NYSE: DEO) and the London Stock Exchange (LSE: DGE) and their
products are sold in more than 180 countries around the world.
For more information about Diageo, their people, brands, and
performance, visit www.diageo.com. Visit Diageo's global
responsible drinking resource, www.DRINKiQ.com, for
information, initiatives, and ways to share best practice. Follow
at X and Instagram for news and information
about Diageo North America: @Diageo_NA.
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 devereuxgolf.com or
follow @DevereuxGolf on Instagram, Facebook, or
TikTok.
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SOURCE DIAGEO North America
