Johnnie Walker and Devereux Golf: Blending Tradition and Innovation in the World of Golf.
For nearly a century, Johnnie Walker has been synonymous with celebration, tradition, and a spirit of progress. Since launching its famed ‘hole-in-one’ program in 1926—where any golfer who made a verified ace was rewarded with a bottle of Scotch—Johnnie Walker has remained at the heart of golf’s greatest moments. Today, the iconic brand continues to push the boundaries of both Scotch whisky and golf culture, bringing a modern, inclusive, and vibrant energy to the game.
Building on its reputation as a champion of innovation, Johnnie Walker has once again joined forces with the trendsetting golf apparel brand Devereux Golf to unveil the latest evolution of their highly successful capsule collection. The second installment of their collaboration, aptly named the “Keep Walking Collection,” perfectly blends timeless tradition with contemporary style.
Following the immense success of their first collaboration under the Johnnie Walker Clubhouse program, Johnnie Walker and Devereux Golf are doubling down on their mission to make golf more inclusive, dynamic, and stylish. With the WM Phoenix Open—one of the sport’s most exciting and high-energy tournaments—serving as the perfect backdrop, the collection’s latest drop is designed to reflect the sport’s evolution while paying homage to its deep-rooted heritage.
Featuring an expanded range of apparel and accessories, the “Keep Walking Collection” offers polos for men and women, stylish shorts, and putter covers—each infused with the unmistakable character of both brands. Inspired by the rolling Scottish countryside that birthed both Johnnie Walker and golf, the collection marries classic tartan patterns with a bold, modern aesthetic, embodying a sport that honors its traditions while embracing a new era.
Devereux Golf co-founder Will Brunner encapsulates the spirit of the collaboration, stating: “Since 2013, Devereux has challenged the status quo to create a more inclusive and exciting experience in golf. This second collaboration with Johnnie Walker continues that mission. With Johnnie Walker as the first-ever official Scotch whisky of the WM Phoenix Open—one of golf’s most energetic tournaments—this collection brings a fresh perspective to golf while keeping tradition alive.”
His brother and fellow co-founder Bert Brunner adds: “This collection represents a celebration of golf’s greatest moments, combining elements of heritage with a progressive twist. The classic tartan patterns, bold colors, and high-energy styling are all about making golf feel more approachable, fun, and exciting.”
Johnnie Walker’s role as the first-ever official Scotch whisky of the WM Phoenix Open signifies a pivotal moment in the evolution of golf partnerships. The tournament, famous for its electric energy and passionate fan base, is the perfect setting to showcase the next chapter of the Johnnie Walker x Devereux collaboration.
Golf fans attending the WM Phoenix Open can experience the “Keep Walking Collection” firsthand through a series of exclusive activations, blending fashion, whisky, and golf culture in a way that has never been done before.
Signature Cocktails to Elevate the Experience
Johnnie Walker will introduce a range of signature cocktails, ensuring fans can sip in style while watching the tournament unfold. Must-try drinks include:
Keep Walking 18 – A smooth, refined whisky cocktail honoring golf’s ultimate achievement.
Johnnie Lemonade – A refreshing, citrus-infused take on classic Scotch whisky.
Blue in One – A sophisticated blend highlighting the luxury of Johnnie Walker Blue Label.
Johnnie Walker’s association with golf dates back almost two centuries, with its first notable ties appearing at the 1860 British Open. One of the sport’s greatest early champions, James Braid, had two sons who worked for John Walker & Sons, reinforcing the brand’s longstanding relationship with the game. This deep-rooted connection is something Johnnie Walker is proud to uphold in its modern-day initiatives.
Jesse Damashek, Senior Vice President of Whiskey Portfolio at Diageo North America, sums up the brand’s vision: “Johnnie Walker has always stood for progress, pushing boundaries and celebrating great achievements. Our partnership with Devereux Golf and the WM Phoenix Open continues this tradition. As the first-ever official Scotch whisky of the tournament, we’re thrilled to help evolve the game, making it more welcoming and exciting for players and fans alike.”
With its innovative approach, unwavering commitment to excellence, and a genuine love for the sport, Johnnie Walker is helping shape the future of golf culture. By teaming up with Devereux Golf, the brand is not only celebrating the sport’s storied past but also leading it into a new, dynamic era of inclusivity, style, and fun.
From the Keep Walking Collection to unforgettable experiences at the WM Phoenix Open, Johnnie Walker’s influence on the game continues to grow. Whether it’s raising a glass to a hole-in-one, wearing a tartan-inspired polo on the course, or simply embracing the spirit of “Keep Walking,” this collaboration is proving that golf is for everyone—modern, vibrant, and ready for the next generation.
Discover the collection at Devereux.
