The Ryder Cup, known as golf’s
fiercest rivalry, takes place for the first time in New York City, Sept. 23-28.
In the lead-up to this competition between the best male golfers from the U.S. and Europe, Johnnie
Walker is rolling out “The Spirit of the Cup” campaign with exclusive merch by Devereux Golf – “inspired by the tournament’s rivalry, street style and the energy of New
York City,” according to a Johnnie Walker press release. This collection includes jerseys, polos, cardigans, caps and graphic tees.
There have been two previous collections since the
Johnnie Walker Clubhouse banner launched in 2024.
“‘The Spirit of the Cup’ captures the energy, passion and camaraderie that golf inspires,” says 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 steps to reenergize that legacy – bringing fan
experiences … channeling the energy of golf’s biggest rivalry to a broader, more connected audience.”
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The brand has also announced The Spirit of the Cup Tour, a series of
events that take place Sept. 24-28 around New York City. A Johnnie Walker-branded truck will stop at various locations, providing watch parties, golf games, merch and cocktails. The merch collection
and sample cocktails are also available at the Hypegolf Clubhouse in New York.
Johnnie Walker has also launched limited-time Cocktail Courier kits, available in both U.S. and Europe-themed
editions, which include all the ingredients needed for the “Keep Walking 18” cocktail, among others. Available for purchase here, the kits also include exclusive Johnnie Walker hero cups.
As part of the brand’s golf
initiative, this year Johnnie Walker is supporting FairWays to Leadership, a 501(c)(3) nonprofit dedicated to expanding access to leadership opportunities through golf literacy and career
development.