Johnnie Walker has joined forces with Hypegolf Clubhouse to enhance the golf season experience in SoHo, New York. This collaboration features an exclusive pouring series and a dedicated bar at the Hypegolf Clubhouse, offering unique whisky experiences and golf-inspired cocktails. This initiative underscores the fusion of sports, culture, and lifestyle, celebrating golf's modern evolution and its growing appeal to a diverse, next-generation fanbase. The event, which includes a new apparel collection with Devereux Golf, runs through September 28, bringing together golf enthusiasts and fashion connoisseurs alike.
An Immersive Golf and Whisky Experience
In preparation for the Ryder Cup tournament, Johnnie Walker has established a distinctive presence at the Hypegolf Clubhouse in SoHo, New York. This activation began with a private launch event on August 28 and will continue through September 28, transforming the retail space into a vibrant hub where the worlds of golf, fashion, and fine spirits converge. The Clubhouse, originally conceived in 2022 as a conceptual retail environment, aims to connect golf enthusiasts with significant moments in the sport, utilizing innovative technologies like Trackman and showcasing contemporary golf fashion. Johnnie Walker's involvement elevates this experience by providing an exclusive bar that serves bespoke, golf-themed cocktails, creating a refined atmosphere for guests and patrons to enjoy during after-hours events and special gatherings.
During the grand opening celebration, attendees engaged in virtual golf simulations and mini-challenges, adding an interactive dimension to the event. The Johnnie Walker bar was a focal point, offering signature drinks such as the 'Keep Walking 18' and 'Johnnie Lemonade,' specifically crafted to complement the golfing theme. Notable figures from the media and the Hypegolf community, including media personality Victoria Brito and photographer Tyler Joe, were present, contributing to the lively atmosphere. This activation not only provides a sophisticated social setting but also reinforces the evolving synergy between luxury brands and contemporary sports culture. The bespoke bar will remain a prominent feature throughout the Clubhouse's operational period, ensuring a continuous flow of unique experiences for all visitors.
Celebrating Golf Style: The Spirit of the Cup Collection
Alongside its unique pouring series, Johnnie Walker, renowned as the world's leading blended Scotch whisky, unveiled the \"Spirit of the Cup\" collection. This exclusive apparel line is a collaboration with Devereux Golf, a brand celebrated for its trendsetting designs in golf fashion. The collection is prominently displayed in bespoke in-store setups within the Hypegolf Clubhouse, inviting patrons to explore and acquire the latest in golf-inspired style. This partnership marks the third successful collaboration between Johnnie Walker and Devereux Golf, following previous releases under the Johnnie Walker Clubhouse banner, including the highly acclaimed Keep Walking Collection and the special-edition Blue Label-Inspired Sunday Golf Bag, which revived the historic 1926 Hole-in-One Challenge.
The newest \"Spirit of the Cup\" capsule further expands the collaborative range, featuring a diverse array of Devereux-designed sporting staples suitable for both on and off the golf course. Key items in the collection include stylish graphic polos, comfortable T-shirts, a distinctive co-branded cardigan, vintage-inspired hockey jerseys, and various on-course accessories. This comprehensive offering is designed to appeal to modern golfers who appreciate a blend of performance and sophisticated aesthetics. The collection is readily available for purchase at the Hypegolf Clubhouse storefront and can also be accessed online through Devereux's official website. This initiative not only showcases cutting-edge golf fashion but also strengthens the connection between the sport's traditions and its evolving contemporary culture, solidifying Hypegolf's reputation as a leader in reimagining the country club experience for the next generation.