Johnnie Walker Blue rewards holes-in-one
Diageo-owned Johnnie Walker Blue Label has launched an initiative for golfers who swing a hole-in-one on a par three or higher.
Johnnie Walker has revived its hole-in-one challenge, 99 years after it was first introduced in 1926, which rewards players for achieving the ‘ultimate shot’ with a bottle of whisky.
As part of the brand’s luxury blend initiative, US golfers who make the one in 12,500 odds shot can claim an exclusive Johnnie Walker Blue Label-inspired Sunday golf bag with their customised name, the date, and the course of their hole-in-one.
Jesse Damashek, senior vice-president of whisky portfolio at Diageo North America, said: “At Johnnie Walker, we are proud of our century-long connection to the world of golf, and as the sport evolves, we remain committed to playing an active role in shaping its future – pushing, as we have done since the beginning, for progress.
“With a growing focus on accessibility, fuelled by new digital formats and energy-shifting tournaments, golf is becoming dynamic and widely embraced. Like our whisky, the return of the ‘Blue-in-One’ challenge balances tradition with progress, celebrating one of the game’s oldest and rarest achievements while inspiring a new wave of players to take part in energising the sport.”
Crafted in collaboration with golf bag brand Devereux Golf, the Johnnie Walker Blue Label-inspired accessory is said to combine luxury with innovation and craftsmanship.
Bert Brunner, co-founder of Devereux Golf, stated: “Designing the Johnnie Walker Blue Label-inspired Sunday golf bag was about merging sophistication with functionality, infused with our brands’ shared spirit to make the sport more accessible and fun.
“We wanted to create something that not only honours the tradition of the game but also stands out with bold style and modern craftsmanship that Johnnie Walker Blue Label is celebrated for around the world.”
Designed for the ‘next generation of golfers’, the bag features Blue Label’s signature colours and the slogan ‘Keep Walking’.
Golfers aged 21 and older can qualify for a limited edition golf bag by achieving a hole-in-one on a par three or digital course.
To be eligible, they must submit proof of their accomplishment on the brand’s website. This initiative is available only in the US until 31 May 2025.
Earlier this year, Diageo unveiled the Johnnie Walker Vault, a new global luxury platform for bespoke collaborative blends.
Last month, the brand launched Johnnie Black Ruby as the first core blend created by master blender Dr Emma Walker.
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