Johnnie Walker Revives Historic ‘Blue-in-One’ Challenge for Golf Enthusiasts

In a nod to its sporting heritage dating back nearly a century, Johnnie Walker is resurrecting its hole-in-one challenge with a modern twist. The legendary scotch whisky brand has launched the ‘Blue-in-One’ Challenge, offering golfers who achieve this rare feat an exclusive, personalized Johnnie Walker Sunday Golf Bag as well as free engraving with any Johnnie Walker whisky purchase.

The revival draws inspiration from the brand’s 1926 initiative, when Johnnie Walker first began rewarding golfers who sank a hole-in-one with a bottle of scotch. With odds of achieving an ace standing at approximately 12,500 to 1—comparable to the rarity of casks selected for Johnnie Walker Blue Label—the challenge celebrates exceptional moments in golf.

Historic Tradition Meets Modern Golf Culture

“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,” 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.”

The challenge runs through May 31, 2025. Eligible participants aged 21 and older who score a hole-in-one on a Par 3 or digital course can submit their achievement proof via the Johnnie Walker website to receive their customized reward. 

The Johnnie Walker ‘Blue-in-One’ Sunday Golf Bag

Designed in partnership with Devereux Golf, the commemorative bag features Blue Label’s distinctive color palette, gold accents, and premium materials—embodying both brands’ commitment to craftsmanship and style.

Bert Brunner, Devereux Golf Co-Founder, explains: “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.”

You can also purchase the Johnnie Walker Sunday Golf bag directly from Devereux Golf for $248.

Johnnie Walker’s Ongoing Love Of Golf 

The whisky maker is further engaging fans with an Augusta Watch Party in New York City today (April 11th), featuring signature cocktails, games, and exclusive giveaways.

This initiative represents the latest chapter in Johnnie Walker’s ongoing relationship with golf. The brand has actively worked to make the sport more accessible through collaborations with style-forward partners like Devereux Golf, with whom they’ve created distinctive apparel collections designed to attract new audiences.

These efforts align with broader shifts in golf culture, as digital formats and new tournament styles continue to energize the sport and expand its reach beyond traditional demographics.

For over 100 years, Johnnie Walker has maintained its status as a celebratory staple in golf culture, marking achievements from clubhouse victories to professional triumphs with its iconic blended scotch whiskies.