Mark Twain famously quipped that “golf is a good walk spoiled,” but Johnnie Walker, the renowned Scotch whisky brand, clearly sees the sport through a different lens. They’re not just walking; they’re walking in style, and they’re inviting a new generation of golfers to join them. Just in time for the electrifying atmosphere of the WM Phoenix Open at TPC Scottsdale (February 3-9, 2025), Johnnie Walker Black Label and Devereux Golf have unveiled the second installment of their collaborative “Keep Walking Collection,” proving that golf and good Scotch can indeed be a perfect pairing.
This isn’t your grandfather’s golf attire. Building on the success of their initial Johnnie Walker Clubhouse program collaboration in 2024, the “Keep Walking Collection” represents a bold step forward, blending timeless heritage with contemporary design. The collection, timed to coincide with Johnnie Walker’s role as the first-ever official Scotch whisky of the WM Phoenix Open, features an expanded range of apparel and accessories. Think stylish polos for both men and women, comfortable shorts perfect for the Arizona sun, and even sleek putter covers – all infused with a distinctly modern edge.
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The collection draws inspiration from the rolling Scottish countryside, a nod to Johnnie Walker’s heritage and the game’s origins. A reimagined classic tartan pattern adds a touch of tradition, while the official colors of the WM Phoenix Open seamlessly blend with Johnnie Walker’s iconic branding. It’s a look that’s both familiar and refreshingly new, appealing to the younger, more diverse crowd that’s increasingly embracing the sport.
“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,” said Devereux co-founders Will and Bert 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.”
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The WM Phoenix Open serves as the perfect backdrop for this launch. Johnnie Walker has a strong presence at the tournament, including the “Keep Walking Collection” showcase at PuttShack, the return of the Johnnie Walker Clubhouse at the 16th hole, and a range of signature cocktails like the Keep Walking 18, Johnnie Lemonade, and Blue in One. For those not lucky enough to be in Scottsdale, cocktail recipes are available online.
Johnnie Walker’s connection to golf runs deep, dating back to the 1860 British Open. “Johnnie Walker has been at the forefront of partnerships that push and evolve tradition,” says Jesse Damashek, Senior Vice President of Whiskey Portfolio, Diageo North America. “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.”
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This commitment to the evolution of golf is further exemplified by the Johnnie Walker Golf Sweepstakes. Through September 30, 2025, golf fans and whisky lovers 21+ can immerse themselves in Johnnie Walker’s roots by entering for a chance to win a 5-day, 4-night luxury golf trip to Perthshire, Scotland, for themselves and up to three guests. This sweepstakes, which brings the brand back to the home of the Johnnie Walker Championship (last played in 2013), offers a chance to experience the heart of the brand’s heritage.
Details on how to enter can be found at the Johnnie Walker Clubhouse website.
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“Golf and Scotch: two timeless Scottish traditions, now celebrated in style. The Keep Walking Collection from Devereux and Johnnie Walker is made for golfers who savor the walk.”
The Johnnie Walker x Devereux “Keep Walking Collection” is more than just apparel; it’s a statement. It’s a celebration of golf’s evolving culture, a toast to the next generation of players, and a reminder that sometimes, a good walk – especially with a good Scotch – is anything but spoiled.
