JOHNNIE WALKER BLACK LABEL AND DEVEREUX GOLF UNVEIL THE "KEEP WALKING COLLECTION" - A BOLD NEW SECOND LINE OF THEIR CAPSULE COLLECTION THAT HONORS THE PROGRESSIVE SPIRIT OF ONE OF THE FASTEST GROWING SPORTS IN THE US
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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