From Bourbon to birdies: whisky’s synergies with golf
Golf and whisky may share the same geographical origins, but years of evolving side by side have led to a connection that runs far deeper than geography.
Affiliations between alcohol and sports are nothing new. Wimbledon has been synonymous with Pimm’s since the early 1970s, while Guinness has had links to Rugby Union for 35 years. Rum’s association with sailing dates back to the mid-17th century, and Bourbon and the Kentucky Derby have been in cahoots since 1875. But whisky’s relationship with golf outdates them all, as the histories of both the spirit and the sport have run in parallel for half a millennium.
“Golf and Scotch come from the same terroir,” explains Brian Cox, vice-president of Scotch whisky at Bacardi. “They are both originally shaped by the land and people of Scotland. They also both share a focus on the importance of craftsmanship and ritual.
“What makes golf particularly relevant today is that it’s no longer just a sport; it’s become part of broader popular culture. It now sits at the intersection of hospitality, fashion, entertainment and social connection, which is exactly where premium spirits brands operate when at their best.
“We’ve seen the same evolution happen with Scotch whisky,” he continues. “What was once perceived as formal and traditional has become far more social, open, vibrant and relevant to a younger, more diverse audience.”
As a result, luxury resorts now regularly pair championship courses with rare single malts, and distilleries sponsor major tournaments. Plus, for many golfers, the round isn’t considered complete until the first dram is poured at the 19th hole.
Cox explains how both Scotch and golf are “incredibly social categories” – something he says is particularly important to today’s consumers who are looking for authentic and social experiences. “Golf and whisky both deliver that naturally,” he explains.
Bacardi-owned Dewar’s is the official Scotch whisky partner of the US Open – a multi-year collaboration established with the United States Golf Association (USGA). As part of the partnership, the brand releases a limited edition 19-year-old Champions Edition Scotch annually, which is inspired by the host location. It also uses the occasion to highlight its signature tournament beverage, the Lemon Wedge.
The Dewar’s Lemon Wedge is a perfect example of an authentic social experience that is tied by the sport and the spirit, Cox says. “It’s refreshing, social, and easy to enjoy in that environment. Over the last five years, we’ve served more than 90,000 Lemon Wedges at the tournament, which tells you consumers are embracing Scotch in a very different way than they were a decade ago.”
But golf’s affiliations with whisky aren’t just limited to Scotch. Across the pond, the national spirit of the US, Bourbon, also has strong ties to the sport.
Heaven Hill-owned Elijah Craig was the Official Bourbon of the 2026 PGA Championship, which took place between 14-17 May at Aronimink Golf Club in Newtown Square, Pennsylvania. It is also the Official Bourbon of the KPMG Women’s PGA Championship and has been serving its products at the event since 2023.
Max Stefka, associate vice-president of global whiskey brands at Heaven Hill Brands, explains the balance of honouring tradition while always striving to improve is what most authentically reflects Elijah Craig’s values – values that also sit at the heart of golf culture. “Golf is a game where you’re constantly working to get better, and that mindset is exactly how we approach whiskey. Whether it’s showing our earned expertise with core expressions or creating something new like Elijah Craig Toasted Barrel that brings in extra layers of flavour, we’re always focused on raising the bar,” Stefka says.
Furthermore, he adds: “The PGA of America represents excellence, tradition and a real commitment to growing the game, which aligns perfectly with Elijah Craig’s brand values. It also gives us the opportunity to be part of some of golf’s biggest moments, and to create something special around those occasions, like our 2026 Commemorative Edition Bourbon.”
The golf ecosystem
Max Hamilton, executive commercial director at European Tour Group, the leading men’s professional golf tour in Europe, explains whisky brands are a natural fit within the golf ecosystem on account of their shared premium, affluent audience.
“Research shows that 90% of Fortune 500 CEOs play golf,” he shares. “This means that there is strong crossover with potential customers of premium whiskey brands.”
He adds: “Golf has always enjoyed a reputation as the ‘sport of business’ and our ability to host many senior business decision makers at tournaments, with world-class hospitality, is a core commercial asset that we sell. That is combined with our growing ability to turn golf tournaments into well-rounded entertainment spectacles for fans with a general admission ticket, with concerts and other forms of hospitality and entertainment to enjoy away from the course.
“For example, the BMW PGA Championship at Wentworth has become known as the Festival of Golf because of its diverse entertainment and hospitality offer. The Ryder Cup has also grown to become a true entertainment spectacle. Delivering an exceptional experience to these two audiences requires partners and suppliers with world-class food and drink products. It’s what fans expect.”
To ensure its whiskey experiences feel authentic in a golf environment rather than purely promotional, Heaven Hill brings its Elijah Craig Bourbon Speakeasy to golf venues around the US for events like the Ryder Cup, the PGA Championship, RBC Heritage and the Rocket Classic.
“At the speakeasy, spectators can enjoy handmade cocktails, engage directly with Elijah Craig brand ambassadors and enjoy stellar views of the best pro golfers in the world,” explains Stefka. “Visitors can sip the Elijah Craig Mulligan – made with lemonade and sweet tea for easy, warm-weather drinking – as well as classics like the Old Fashioned. Golf fans can also sign our Signature Wall, which we frequently feature on social media, and can watch artists create bespoke pieces for each tournament.”
Limited edition releases
Hamilton explains that pouring activations, where fans can taste a range of products when they have slipped away from the course for some downtime, are always popular. “A fan typically walks 12,000 steps when spectating, covering five or six miles – so some time to rest is normally appreciated. This is something we have built into our fan villages at DP World Tour events and the Ryder Cup,” Hamilton says.
“Another strong activation is golf-themed limited edition product runs. Premium bottles of alcohol can be collectors’ items, and special editions that link to iconic sporting moments can be very popular.”
Loch Lomond whisky is the Official Spirit of The Open Championship, golf’s original major held in the UK, as well as the AIG Women’s Open. This multi-year sponsorship deal sees the distillery release limited edition single malts each year in honour of the championship.
For the upcoming 154th Open, which will be held at Royal Birkdale in Southport from 12-19 July, the brand has created The Open Course Collection 2026 and The Open Course Special Edition 2026.
Darroch Ramsay, global senior brand manager for Loch Lomond Whiskies, notes this sponsorship deal and affiliation with the sport makes sense for the brand, as “all the golf markets are the biggest whisky markets in the world”. This allows Loch Lomond to talk directly to existing whisky enthusiasts and golf fans who may not yet know the brand, but are predisposed to premium Scotch.
But while Loch Lomond has very old whisky stocks, it is seen as a relatively new brand in its current form. The Open, Ramsay says, gives a credible and authentic platform to tell the Loch Lomond story, from its location and history to its technical capabilities. The global media exposure and golf press coverage are an added bonus.
However, he says: “At the heart of our Open editions, from the very beginning, we wanted to create a really good whisky and then celebrate our partnership. These releases are whisky first – that’s our starting point. Then we think about the packaging to bring it to life.”
Similarly for Dewar’s, the annual 19-Year-Old Champions Edition has become an important launch for the brand “because it combines collectability, craftsmanship, and a strong sense of occasion”, says Cox.
Crafted by Dewar’s master blender Stephanie Macleod, this year’s edition drew inspiration from the surrounding landscape of the Shinnecock Hills estate, where the championship will once again take place. The whisky was finished in Cabernet Franc red wine casks sourced from the renowned Wölffer Estate winery.
Meanwhile for Elijah Craig, Stafka says the brand has seen “measurable increases in awareness among those who golf or watch golf” on account of these partnerships and subsequent limited releases. The brand has also continued to innovate with commemorative editions for the PGA Championship, as well as limited releases for the Ryder Cup. “We let the provenance of the place spill into the liquid for our Ryder Cup releases, from using Lazio region wine toast barrels to finish our fully matured Bourbon for the 2023 tournament in Rome, to finishing with applewood and Maplewood as a nod to the Big Apple and New York’s state tree for the 2025 event at Bethpage Black,” Stafka says.
Cox adds that beyond sales of Dewar’s whisky “we also look at broader indicators like brand perception, trial, and consumer engagement” to determine the success of the partnership and any affiliation with the sport.
“With our US Open collaborations, we’re not simply putting a logo on an event. We’re creating liquids and experiences that are inspired by the place, the culture, and the moment itself. That creates a far richer story for consumers,” he says. “It’s become a cultural moment that extends beyond sport itself, which aligns very well with how consumers engage with luxury brands today.”
Hamilton agrees. “Sponsorship is no longer just about a logo placement – the best partnerships blend brand visibility with authentic product integration and storytelling. If a brand’s product or service can fundamentally enhance the way a fan enjoys the sport, then you are on to a winner.”
Related news
Desi Daru features at Sushisamba
