Johnnie Walker Launches “Spirit of the Cup” Campaign in New York City

Johnnie Walker is bringing golf’s biggest rivalry to life in New York City with its bold new “Spirit of the Cup” campaign, blending streetwear, cocktails, and immersive fan experiences to celebrate pride, progress, and the global game.

The world’s number one blended Scotch whisky is raising the bar for golf fans as the sport’s most iconic rivalry lands in New York City for the first time. With the bold “Spirit of the Cup” platform, Johnnie Walker aims to commemorate national pride, competition, and the new energy driving global golf—all through immersive street activations, exclusive merchandise, and limited-edition cocktails.

A Cross-Atlantic Streetwear and Fan Experience

The campaign kicks off with the launch of the third Johnnie Walker x Devereux Golf collection. Inspired by the energy of New York, sharp street style, and the pulse of the rivalry, this limited drop includes bold hockey jerseys, polos, cardigans, graphic tees, hats, and the eye-catching Johnnie Walker x Devereux Crossbody Bag, all built around the values of pride, progress, and golf’s global brotherhood.

This latest joint release builds off the acclaimed Johnnie Walker Clubhouse drops of 2024 and is already available at Devereux Golf and in select retail locations.

Drink, Dress & Celebrate: Signature Cocktails and At-Home Kits

Johnnie Walker is collaborating with Cocktail Courier to offer limited-edition kits inspired by Team USA and Team Europe. Each features the “Keep Walking 18” cocktail—a fan favorite—along with exclusive hero cups to toast your side in style. Order your kit for home viewing while supplies last, available to fans 21+ in both the U.S. and Europe.

For fans joining in person or virtually, the signature menu includes the Keep Walking 18, Johnnie Lemonade, and Blue in One—recipes all available for home bartenders seeking to bring the cup’s flavors into their living room.

“Spirit of the Cup” Tour: Bringing Golf to the Streets

Central to the celebration is the Spirit of the Cup Tour, a branded Johnnie Walker truck stopping at prominent NYC locations from September 24–28:

• The Lawn Club (Sept. 24, 4–6 PM)

• 5th & Mad (Sept. 26, 4–8 PM)

• X-Golf Brooklyn (Sept. 27, 2–6 PM)

• T-Squared Social (Sept. 28, 2–6 PM)

At each venue, fans can expect watch parties, street golf challenges, exclusive Johnnie Walker × Devereux merch giveaways, and tastes of spirited cocktails. These activating events drive home Johnnie Walker’s push to make golf more dynamic, inclusive, and accessible to a younger, urban audience.

Concurrent with the tour, the Hypegolf Clubhouse (147 Grand Street, NYC) is open through September 27 for merchandise shopping, photo ops, and specialty cocktails from the campaign.

Johnnie Walker’s Legacy & New Era in Golf

“With ‘The Spirit of the Cup,’ we champion moments that bring people together,” said Jesse Damashek, SVP Whiskey Portfolio, Diageo North America. “Golf has always been part of our history, but this past year we’ve reenergized that legacy, bringing immersive fan experiences to the Charles Schwab Challenge and Waste Management Phoenix Open, reviving our historic hole-in-one challenge, and now, channeling the energy of golf’s biggest rivalry to a broader, more connected audience.”

Johnnie Walker’s “Blue in One” initiative is also back—any golfer 21+ scoring an ace on a par 3 (or digital equivalent) can submit proof for a limited-edition branded Sunday bag, merging tradition and innovation for today’s community of golfers.

Golf for Good: Partnership with FairWays to Leadership

In 2025, Johnnie Walker has deepened its commitment to inclusion and leadership by partnering with FairWays to Leadership, a nonprofit specializing in expanding access to leadership development through golf. A portion of proceeds supports scholarships and career-readiness programs for 21+ participants, boosting diversity and opportunity in the next generation of golfers and leaders.

“By pairing leadership development with golf education, we open doors for the next generation to thrive in professional and cultural spaces where influence, networking, and representation matter,” said Dylan Gladney, FairWays to Leadership’s Executive Director.

How to Join the Action

For the full collection, cocktail kits, campaign schedule, and sweepstakes, visit the Johnnie Walker Clubhouse portal. Social coverage and further updates are shared by @JohnnieWalkerUS on Instagram and Facebook.

Whether sampling at pop-ups, raising a cup from home, or wearing the latest Johnnie Walker × Devereux collection, fans are invited to walk, swing, and celebrate their love of the game in a city, and with a brand where tradition meets unstoppable progress.