Johnnie Walker Kicks Off the Return of Hypegolf Clubhouse

This golf season, Johnnie Walker is bringing a special pouring series for the return of Hypegolf Clubhouse, in SoHo, New York. Clubhouse first appeared in 2022 as a conceptual retail space, spotlighting the intersection of sport and culture. Highlighting the myriad milestones achieved in the golf space, from innovative virtual applications like Trackman to cultural moments championing the sport’s modern fashion vanguard and diverse, next-generation fan base, Clubhouse celebrates the game you love and the brands shaping its future.

Reprising its core mission to connect fans with key moments on the golf calendar, the flagship Hypegolf Clubhouse storefront returns to the city on August 29, ahead of the Ryder Cup tournament. Embracing the sport’s fusion with the arts, fashion and culture, Johnnie Walker will showcase a dedicated bar in the Hypegolf Clubhouse, treating guests and patrons to one-of-a-kind tasting experiences during after-hours activations and exclusive events. On August 28, the brand debuted its custom bar during a private party, which will remain a dominant fixture in the Clubhouse until the store’s close.

During the launch party, rounds of virtual golf and mini challenges were played by guests with the dedicated bar serving signature Johnnie Walker golf-inspired cocktails, including the Keep Walking 18 and Johnnie Lemonade. Joining the festivities were media personality and podcast host, Victoria Brito, and photographer Tyler Joe, who were seen in attendance along with notable names from the Hypegolf community.

Additionally, the world’s number one blended Scotch whisky, debuted “The Spirit of the Cup” collection with trendsetting apparel brand Devereux Golf that appeared in bespoke, in-store displays. Earlier this year, the brands unveiled the collaborative Keep Walking Collection, including the special-edition Blue Label-Inspired Sunday Golf Bag, marking the revival of Johnnie Walker’s iconic 1926 Hole-in-One Challenge. Its the duo’s third release, building on two standout collaborations under the Johnnie Walker Clubhouse banner. The latest capsule, The Spirit of the Cup collection, extends the line with Devereux-designed sporting staples that translate on and off the course, with highlights such as graphic polos, T-shirts, a co-branded cardigan, vintage-inspired hockey jerseys, and on-course accessories rounding out the collaborative drop. The collection is officially available for in-store purchase and live on Devereux’s website.

Hypegolf is back at the tee this year for another round of birdies, whiskey and threads — a reimagined country club environment attuned to golf’s next wave. Stay tuned to see more brand moments from Johnnie Walker, and stop by the Clubhouse to see the store’s latest drops.

DISCLAIMER: We discourage irresponsible and/or underage drinking. Drink responsibly and legally.

Hypegolf Clubhouse
Dates: August 29 – September 28
Location: 147 Grand Street in SoHo, New York, NY 10013