Staff WriterJohnnie Walker is raising a glass to golf’s most spectacular shot with the relaunch of a nearly century-old tradition.
If you think a hole-in-one is tough, Johnnie Walker certainly isn’t kidding—the odds stand at a staggering 12,500 to 1, which is about as rare as their Johnnie Walker Blue Label, crafted from only 1 in 10,000 casks.
A Century of Golf Tradition
Back in 1926, the world’s favourite blended Scotch whisky introduced a ‘hole-in-one’ challenge, awarding golfers who nailed that elusive ace with a bottle of Scotch.
Now, as golf’s most iconic tournament gears up to captivate fans, the brand is reviving that legendary custom with its ‘Blue-in-One’ Challenge—an ode to the purity of golf’s most extraordinary moment.
Any golfer who manages to sink an ace will walk away with a limited-edition Johnnie Walker Blue Label-Inspired Sunday Golf Bag, complete with their name, the date, and the course where they pulled off the near-impossible.
“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 Whisky Portfolio, Diageo North America. “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.”
Enter the ‘Blue-in-One’ Challenge
From now through May 31st, 2025, golfers who are at least 21 years old can qualify for this exclusive prize if they score a hole-in-one on a Par 3 or even a digital course.
Simply submit proof of your ace at the official website, and join an elite group of sharpshooters who have tamed the odds of the game’s biggest thrill.
A Bold Collaboration with Devereux Golf
The custom Sunday Golf Bag is the brainchild of a partnership between Johnnie Walker and Devereux Golf—a trendsetting brand known for fusing style, inclusivity, and innovation.
Draped in those iconic Blue Label hues, accented by refined gold trim, and crafted with premium materials, this bag isn’t just a showpiece—it’s a testament to the spirit of modern golf culture.
“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 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.”
A Celebration Fit for Golf’s Biggest Stage
Johnnie Walker is taking the energy of golf’s most prestigious tournament to new heights with a buzzing watch party in New York City tomorrow, Friday, April 11th.
The Johnnie Walker Augusta Watch Party promises good food, signature cocktails, interactive games, and giveaways—all wrapped in a vibe that combines the best of the fairway and the distillery.
For over a century, Johnnie Walker Blended Scotch Whisky has toasted moments big and small, weaving itself into golf’s storied tapestry as a go-to for celebration.
Now, the brand is injecting fresh life into the sport, championing bold collaborations and game-changing events—all while staying true to the heritage that made it a household name.
Keep Walking Forward
Fans can also check out the Johnnie Walker x Devereux Golf capsule collections at devereuxgolf.com, where style meets tradition in a way that’ll turn heads on any course.
And if you’re keen to follow the brand’s next move—on or off the green—head to johnniewalker.com/clubhouse or follow @JohnnieWalkerUS on Instagram and Facebook.
Whether you’re chasing that ace in person or rooting from the sidelines, please enjoy Johnnie Walker responsibly.
After all, good things come to those who keep swinging—and keep walking.
