• by Teresa Buyikian , June 11, 2024

Golf and a post-game (or during game) scotch have gone hand in hand since the dawn of the game, or drinking -- or whichever came first.

Classic scotch Johnnie Walker has launched its latest golf program, The Johnnie Walker Clubhouse, with a collaboration with golf apparel brand Devereaux Golf that targets the Gen Z/millennial younger modern golfer over the old-school country-club set.

The new partnership will result in three new capsule golf collections, “which push the boundaries of what scotch and golf can be,” per the brand. The Golf Collection features embroidered hats, T-shirts and a golf towel in bright colors for both men and women -- “a more youthful and diverse departure from typical golf gear."  The first drop is available at devereuxgolf.com/collections/johnnie-walker.

"We've all seen golf evolving into a more dynamic and inclusive sport over the past few years, and trendsetting brands like Devereux Golf are leading the way in connecting with a wider, more diverse audience, which perfectly aligns with our goals for the Johnnie Walker brand and the Scotch whisky category,” Josh Dean, vice president of Johnnie Walker and Buchanan's Scotch Whisky at Diageo North America, told Marketing Daily.

The first collection debuted at the Charles Schwab Challenge Memorial Day Weekend at the Colonial Golf Course’s 14th Green, at the ‘The Johnnie Walker Clubhouse,’ where guests 21 and over imbibed and viewed the new gear. Fans can find out more about the next clubhouse event at johnniewalker.com/clubhouse.

 “Our partnership will feature several releases over the next year and collaborations with key players, like Hypegolf, all aimed at fostering inclusivity and vibrancy within the sport,” as well as “reframing where and how people can enjoy Johnnie Walker and golf,” added Dean to Marketing Daily.