Johnnie Walker Brings Back its 99-Year-Old Tradition with the ‘Blue-in-One’ Challenge
Johnnie Walker rewards hole-in-one achievers this spring by awarding a limited edition Blue Label Sunday Golf Bag in partnership with Devereux Golf
In 1926, Johnnie Walker Blended Scotch Whisky launched a ‘hole-in-one’ challenge, rewarding golfers who achieved the ultimate shot with a bottle of Scotch. Just as Johnnie Walker Blue Label is crafted from only 1 in 10,000 casks, a hole-in-one is a rare feat, with odds of 12,500 to 1. In anticipation of golf’s most iconic tournament, the brand is reviving the tradition with their ‘Blue-in-One’ Challenge—a celebration of golf’s most extraordinary moment. Golfers who sink an ace will be rewarded with an exclusive Johnnie Walker Blue Label-Inspired Sunday Golf Bag, customized with their name, the date and the course of their hole-in-one.
“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,” says Jesse Damashek, Senior Vice President of Whiskey Portfolio, Diageo North America. “With a growing focus on accessibility, fueled 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 energizing the sport.”
Crafted in collaboration with Devereux Golf, the Johnnie Walker Blue Label-Inspired Sunday Golf Bag is a bold fusion of luxury, innovation, and craftsmanship. Designed for the next generation of golfers, it features deep Blue Label hues, refined gold accents, and premium materials – making it as stylish as it is functional. More than just a golf bag, it’s a tribute to those who, like Johnnie Walker, keep swinging and Keep Walking forward. Now through May 31st, 2025, golfers aged 21 and older who score a hole-in-one on a Par 3 or digital course and submit proof of their achievement by going to https://www.johnniewalker.com/en-us/blue-in-one will receive one of these golf bags.
“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,” says Bert Brunner, Devereux Golf Co-Founder. “We wanted to create something that not only honors 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.”
Johnnie Walker is bringing the energy of golf’s most prestigious tournament to an even bigger audience. Fans are invited to hit the course for a shot at becoming a ‘Blue-in-One’ achiever and join the celebration at the Johnnie Walker Augusta Watch Party in New York City tomorrow, Friday, April 11th. Attendees can expect great food, signature Johnnie Walker cocktails, games and epic giveaways—a perfect blend of modern golf culture and whisky craftsmanship.
For over a century, Johnnie Walker Blended Scotch Whisky has been woven into the fabric of golf, cementing itself as the go-to Scotch for celebrations big and small. The iconic brand is keeping the tradition alive while ushering in a new era—making golf more accessible, vibrant, and straight-up fun through bold collaborations, epic events, and game-changing partnerships. With the brand’s standout collaborations with Devereux Golf, a trendsetting golf brand that blends style, tradition, and inclusivity, Johnnie Walker and Devereux have introduced bold capsule collections designed to turn heads. Shop the Johnnie Walker x Devereux Golf collections at https://devereuxgolf.com/collections/johnnie-walker.
Visit www.johnniewalker.com/clubhouse to learn more and find out where the Johnnie Walker Golf Clubhouse will show up next. And whether on or off the course, please enjoy Johnnie Walker responsibly.
