Manors Golf, the independent golf apparel brand, and Gentleman Jack Tennessee Whiskey have announced a wide-ranging creative collaboration called A Gentleman’s Guide to Golf. The partnership spans a co-branded capsule collection, original content, live events, and cultural programming.
At the center of the deal is a co-branded apparel capsule featuring engraving-style illustration and a black and cream color palette. The collection will be available from May 2026. The pieces include crew neck jumpers, caps, polos, t-shirts, and driver covers. Prices range from £15 to £210. You can view the collection here.
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A content series will run alongside the capsule across editorial and social platforms throughout the year. The series is structured around maxims about on-course conduct, from “There is no honor in slow play” to “Offer your hand in defeat,” and will include film, photography, and editorial content.
The partnership launched in person this April with an invited trip through Tennessee. The experience began in Nashville and traveled to Lynchburg, home of the Jack Daniel Distillery, incorporating celebrated golf courses and a visit to the distillery itself.
“Manors has always stood for something beyond the apparel — the kind of person who wears it, the way they show up on the course and off it,” said Jojo Regan, co-founder of Manors Golf. “Gentleman Jack has that same DNA. This isn’t a partnership we entered into lightly; it’s two brands with genuine conviction finding a common language, and the result is something we’re genuinely proud of.”
Loni Gray, brand director for Jack Daniel’s Super Premium, said the alignment was a natural fit. “Golf and Gentleman Jack share more than people might expect. Both reward patience, craft, and a certain quiet commitment to excellence,” Gray said. “In Manors, we found a partner who gets that — a brand that takes golf seriously without taking itself too seriously. A Gentleman’s Guide to Golf says something real about what both our brands believe.”
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Further activations and events are planned across the remainder of 2026, though specific dates and locations have not yet been disclosed.
Gentleman Jack is the double-mellowed expression from the Jack Daniel Distillery in Lynchburg, Tennessee. The distillery, officially registered by the U.S. government in 1866, is the first registered distillery in the United States and sits on the National Register of Historic Places. Jack Daniel’s is recognized by Interbrand as the most valuable spirits brand in the world and is sold in more than 170 countries.
Manors Golf has positioned itself as one of the more distinctive voices in modern golf culture, building a community around the idea that conduct on the course matters as much as performance. The brand’s partnership with a super-premium whiskey label signals a broader push into lifestyle and cultural programming beyond traditional apparel releases.
