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
Johnnie Walker (NYSE:DEO) has launched 'The Spirit of the Cup,' a comprehensive golf-focused initiative coinciding with a major golf rivalry event in New York City. The program features a limited-edition merchandise collection in partnership with Devereux Golf and special cocktail kits themed for USA and Europe teams.
The initiative includes a series of activations across NYC from September 24-28, featuring a branded truck tour, watch parties, and street golf games. The company has also partnered with FairWays to Leadership, a nonprofit focused on expanding leadership opportunities through golf literacy and career development, supporting their scholarship initiatives for those 21+.
Johnnie Walker (NYSE:DEO) ha presentato "The Spirit of the Cup", un'iniziativa incentrata sul golf lanciata in occasione di una importante sfida golfistica a New York City. Il progetto include una collezione in edizione limitata realizzata con Devereux Golf e speciali kit per cocktail ispirati alle squadre USA ed Europa.
L'iniziativa prevede una serie di attivazioni a New York dal 24 al 28 settembre, con un truck brandizzato in tour, watch party e giochi di golf per strada. Inoltre, l'azienda collabora con FairWays to Leadership, un'organizzazione no profit che promuove opportunità di leadership attraverso l'alfabetizzazione golfistica e lo sviluppo di carriera, sostenendo le loro borse di studio per i maggiori di 21 anni.
Johnnie Walker (NYSE:DEO) ha lanzado "The Spirit of the Cup", una iniciativa centrada en el golf coincidiendo con una importante rivalidad golfística en Nueva York. El programa incluye una colección de merchandising de edición limitada en colaboración con Devereux Golf y kits especiales de cócteles temáticos para los equipos de EE. UU. y Europa.
La iniciativa contempla una serie de activaciones por toda Nueva York del 24 al 28 de septiembre, con una gira en camión con la marca, watch parties y juegos de golf en la calle. La compañía también se ha asociado con FairWays to Leadership, una ONG que amplía oportunidades de liderazgo mediante la educación en golf y el desarrollo profesional, apoyando sus becas para mayores de 21 años.
Johnnie Walker (NYSE:DEO)가 뉴욕에서 열리는 주요 골프 라이벌전과 맞물려 골프 중심의 프로젝트 "The Spirit of the Cup"를 시작했습니다. 이 프로그램은 Devereux Golf와 협업한 한정판 상품 컬렉션과 미국과 유럽 팀을 테마로 한 특별 칵테일 키트를 포함합니다.
해당 이니셔티브는 9월 24일~28일 뉴욕 전역에서 진행되는 여러 행보를 마련했으며, 브랜드 트럭 투어, 관람 파티, 스트리트 골프 게임 등이 진행됩니다. 또한 골프 교육과 경력 개발을 통해 리더십 기회를 확장하는 비영리단체 FairWays to Leadership과 협력해 21세 이상을 위한 장학사업을 지원합니다.
Johnnie Walker (NYSE:DEO) a lancé «The Spirit of the Cup», une initiative axée sur le golf coïncidant avec une grande rencontre rivale à New York. Le programme propose une collection de merchandising en édition limitée en partenariat avec Devereux Golf et des kits cocktails spéciaux aux thèmes USA et Europe.
L'initiative comprend une série d'activations à New York du 24 au 28 septembre, avec une tournée en camion brandé, des watch parties et des jeux de golf de rue. La société s'est également associée à FairWays to Leadership, une organisation à but non lucratif qui développe des opportunités de leadership via l'alphabétisation golfique et le développement de carrière, en soutenant leurs bourses destinées aux personnes de 21 ans et plus.
Johnnie Walker (NYSE:DEO) hat "The Spirit of the Cup" gestartet, eine golforientierte Initiative zum Zeitpunkt eines bedeutenden Golfduells in New York City. Das Programm umfasst eine limitiert aufgelegte Merchandise-Kollektion in Zusammenarbeit mit Devereux Golf sowie spezielle Cocktail-Kits für die Teams USA und Europa.
Die Initiative beinhaltet eine Reihe von Aktionen in NYC vom 24. bis 28. September, darunter eine gebrandete Truck-Tour, Public-Viewing-Events und Street-Golf-Spiele. Zudem arbeitet das Unternehmen mit FairWays to Leadership zusammen, einer Nonprofit-Organisation, die durch Golfkompetenz und Karriereförderung Führungs-chancen erweitert, und unterstützt deren Stipendienprogramme für Personen ab 21 Jahren.
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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.
Experience the full interactive Multichannel News Release here: https://www.multivu.com/johnniewalker/9352651-en-johnnie-walker-spirit-of-the-cup-collection-devereux-golf
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
To help fans toast their team of choice, Johnnie Walker is introducing limited-time Cocktail Courier kits—available in USA and
Johnnie Walker will bring golf to the streets, hosting a series of exclusive events and activations across
- '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. Check out www.johnniewalker.com/clubhouse for where 'The Spirit of the Cup' truck will be!
- 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. Those not in attendance can still join the fun at home (21+) by accessing full recipes at www.johnniewalker.com/clubhouse.
"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 partner with FairWays to Leadership, a national 501(c)(3) nonprofit dedicated to expanding access to leadership opportunities through golf literacy and career development—helping build the next generation of diverse leaders. Johnnie Walker 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."
To find out more about the Johnnie Walker Clubhouse, Johnnie Walker Golf Sweepstakes, cocktails and more 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
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.
ABOUT FAIRWAYS TO LEADERSHIP
FairWays to Leadership (FWTL) is a national nonprofit dedicated to advancing access to leaders and leadership opportunities through golf literacy. With over 1,000 alumni from institutions across the country, FWTL equips underrepresented students with the skills, networks, and opportunities to thrive in leadership roles. Through corporate partnerships and community programs, FWTL is building the next generation of diverse leaders, one fairway at a time.
View original content:SOURCE DIAGEO North America
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