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\u201cGolf and Scotch come from the same terroir\u201d<\/p>\nGolf and whisky may share the same geographical origins, but years of evolving side by side have led to a connection that runs far deeper than geography.<\/p>\n
\u201cGolf and Scotch come from the same terroir\u201d<\/p>\n
Affiliations between alcohol and sports are nothing new. Wimbledon has been synonymous with Pimm\u2019s since the early 1970s, while Guinness has had links to Rugby Union for 35 years. Rum\u2019s association with sailing dates back to the mid-17th century, and Bourbon and the Kentucky Derby have been in cahoots since 1875. But whisky\u2019s relationship with golf outdates them all, as the histories of both the spirit and the sport have run in parallel for half a millennium.<\/p>\n
\u201cGolf and Scotch come from the same terroir,\u201d explains Brian Cox, vice-president of Scotch whisky at Bacardi. \u201cThey are both originally shaped by the land and people of Scotland. They also both share a focus on the importance of craftsmanship and ritual.<\/p>\n
\u201cWhat makes golf particularly relevant today is that it\u2019s no longer just a sport; it\u2019s become part of broader popular culture. It now sits at the intersection of hospitality, fashion, entertainment and social connection, which is exactly where premium spirits brands operate when at their best.<\/p>\n
\u201cWe\u2019ve seen the same evolution happen with Scotch whisky,\u201d he continues. \u201cWhat was once perceived as formal and traditional has become far more social, open, vibrant and relevant to a younger, more diverse audience.\u201d<\/p>\n
As a result, luxury resorts now regularly pair championship courses with rare single malts, and distilleries sponsor major tournaments. Plus, for many golfers, the round isn\u2019t considered complete until the first dram is poured at the 19th hole.<\/p>\n
Cox explains how both Scotch and golf are \u201cincredibly social categories\u201d \u2013 something he says is particularly important to today\u2019s consumers who are looking for authentic and social experiences. \u201cGolf and whisky both deliver that naturally,\u201d he explains.<\/p>\n
Bacardi-owned Dewar\u2019s is the official Scotch whisky partner of the US Open \u2013 a multi-year collaboration established with the United States Golf Association (USGA). As part of the partnership, the brand releases a limited edition 19-year-old Champions Edition Scotch annually, which is inspired by the host location. It also uses the occasion to highlight its signature tournament beverage, the Lemon Wedge.<\/p>\n
![\"Dewar's\"](\"https:\/\/www.europesays.com\/golf\/wp-content\/uploads\/2026\/05\/Dewars-1-350x350.png\")
The Dewar\u2019s Lemon Wedge is the official cocktail of the US Open<\/p>\n
The Dewar\u2019s Lemon Wedge<\/a> is a perfect example of an authentic social experience that is tied by the sport and the spirit, Cox says. \u201cIt\u2019s refreshing, social, and easy to enjoy in that environment. Over the last five years, we\u2019ve served more than 90,000 Lemon Wedges at the tournament, which tells you consumers are embracing Scotch in a very different way than they were a decade ago.\u201d<\/p>\n But golf\u2019s affiliations with whisky aren\u2019t just limited to Scotch. Across the pond, the national spirit of the US, Bourbon, also has strong ties to the sport.<\/p>\n Heaven Hill-owned Elijah Craig was the Official Bourbon of the 2026 PGA Championship, which took place between 14-17 May at Aronimink Golf Club in Newtown Square, Pennsylvania. It is also the Official Bourbon of the KPMG Women\u2019s PGA Championship and has been serving its products at the event since 2023.<\/p>\n Max Stefka, associate vice-president of global whiskey brands at Heaven Hill Brands, explains the balance of honouring tradition while always striving to improve is what most authentically reflects Elijah Craig\u2019s values \u2013 values that also sit at the heart of golf culture. \u201cGolf is a game where you\u2019re constantly working to get better, and that mindset is exactly how we approach whiskey. Whether it\u2019s showing our earned expertise with core expressions or creating something new like Elijah Craig Toasted Barrel that brings in extra layers of flavour, we\u2019re always focused on raising the bar,\u201d Stefka says.<\/p>\n Furthermore, he adds: \u201cThe PGA of America represents excellence, tradition and a real commitment to growing the game, which aligns perfectly with Elijah Craig\u2019s brand values. It also gives us the opportunity to be part of some of golf\u2019s biggest moments, and to create something special around those occasions, like our 2026 Commemorative Edition Bourbon<\/a>.\u201d<\/p>\n The golf ecosystem<\/p>\n Max Hamilton, executive commercial director at European Tour Group, the leading men\u2019s professional golf tour in Europe, explains whisky brands are a natural fit within the golf ecosystem on account of their shared premium, affluent audience.<\/p>\n \u201cResearch shows that 90% of Fortune 500 CEOs play golf,\u201d he shares. \u201cThis means that there is strong crossover with potential customers of premium whiskey brands.\u201d<\/p>\n He adds: \u201cGolf has always enjoyed a reputation as the \u2018sport of business\u2019 and our ability to host many senior business decision makers at tournaments, with world-class hospitality, is a core commercial asset that we sell. That is combined with our growing ability to turn golf tournaments into well-rounded entertainment spectacles for fans with a general admission ticket, with concerts and other forms of hospitality and entertainment to enjoy away from the course.<\/p>\n \u201cFor example, the BMW PGA Championship at Wentworth has become known as the Festival of Golf because of its diverse entertainment and hospitality offer. The Ryder Cup has also grown to become a true entertainment spectacle. Delivering an exceptional experience to these two audiences requires partners and suppliers with world-class food and drink products. It\u2019s what fans expect.\u201d<\/p>\n To ensure its whiskey experiences feel authentic in a golf environment rather than purely promotional, Heaven Hill brings its Elijah Craig Bourbon Speakeasy to golf venues around the US for events like the Ryder Cup, the PGA Championship, RBC Heritage and the Rocket Classic.<\/p>\n \u201cAt the speakeasy, spectators can enjoy handmade cocktails, engage directly with Elijah Craig brand ambassadors and enjoy stellar views of the best pro golfers in the world,\u201d explains Stefka. \u201cVisitors can sip the Elijah Craig Mulligan \u2013 made with lemonade and sweet tea for easy, warm-weather drinking \u2013 as well as classics like the Old Fashioned. Golf fans can also sign our Signature Wall, which we frequently feature on social media, and can watch artists create bespoke pieces for each tournament.\u201d<\/p>\n Limited edition releases<\/p>\n Hamilton explains that pouring activations, where fans can taste a range of products when they have slipped away from the course for some downtime, are always popular. \u201cA fan typically walks 12,000 steps when spectating, covering five or six miles \u2013 so some time to rest is normally appreciated. This is something we have built into our fan villages at DP World Tour events and the Ryder Cup,\u201d Hamilton says.<\/p>\n \u201cAnother strong activation is golf-themed limited edition product runs. Premium bottles of alcohol can be collectors\u2019 items, and special editions that link to iconic sporting moments can be very popular.\u201d<\/p>\n Loch Lomond whisky is the Official Spirit of The Open Championship, golf\u2019s original major held in the UK, as well as the AIG Women\u2019s Open. This multi-year sponsorship deal sees the distillery release limited edition single malts each year in honour of the championship.<\/p>\n For the upcoming 154th Open, which will be held at Royal Birkdale in Southport from 12-19 July, the brand has created The Open Course Collection 2026<\/a> and The Open Course Special Edition 2026<\/a>.<\/p>\n Darroch Ramsay, global senior brand manager for Loch Lomond Whiskies, notes this sponsorship deal and affiliation with the sport makes sense for the brand, as \u201call the golf markets are the biggest whisky markets in the world\u201d. This allows Loch Lomond to talk directly to existing whisky enthusiasts and golf fans who may not yet know the brand, but are predisposed to premium Scotch.<\/p>\n But while Loch Lomond has very old whisky stocks, it is seen as a relatively new brand in its current form. The Open, Ramsay says, gives a credible and authentic platform to tell the Loch Lomond story, from its location and history to its technical capabilities<\/a>. The global media exposure and golf press coverage are an added bonus.<\/p>\n However, he says: \u201cAt the heart of our Open editions, from the very beginning, we wanted to create a really good whisky and then celebrate our partnership. These releases are whisky first \u2013 that\u2019s our starting point. Then we think about the packaging to bring it to life.\u201d<\/p>\n Similarly for Dewar\u2019s, the annual 19-Year-Old Champions Edition has become an important launch for the brand \u201cbecause it combines collectability, craftsmanship, and a strong sense of occasion\u201d, says Cox.<\/p>\n Crafted by Dewar\u2019s\u00a0master blender\u00a0Stephanie Macleod<\/a>, this year\u2019s edition drew inspiration from the surrounding landscape of the Shinnecock Hills estate, where the championship will once again take place. The whisky was finished in Cabernet Franc red wine casks sourced from the renowned W\u00f6lffer Estate winery.<\/p>\n Meanwhile for Elijah Craig, Stafka says the brand has seen \u201cmeasurable increases in awareness among those who golf or watch golf\u201d on account of these partnerships and subsequent limited releases. The brand has also continued to innovate with commemorative editions for the PGA Championship, as well as limited releases for the Ryder Cup<\/a>. \u201cWe let the provenance of the place spill into the liquid for our Ryder Cup releases, from using Lazio region wine toast barrels to finish our fully matured Bourbon for the 2023 tournament in Rome, to finishing with applewood and Maplewood as a nod to the Big Apple and New York\u2019s state tree for the 2025 event at Bethpage Black,\u201d Stafka says.<\/p>\n Cox adds that beyond sales of Dewar\u2019s whisky \u201cwe also look at broader indicators like brand perception, trial, and consumer engagement\u201d to determine the success of the partnership and any affiliation with the sport.<\/p>\n \u201cWith our US Open collaborations, we\u2019re not simply putting a logo on an event. We\u2019re creating liquids and experiences that are inspired by the place, the culture, and the moment itself. That creates a far richer story for consumers,\u201d he says. \u201cIt\u2019s become a cultural moment that extends beyond sport itself, which aligns very well with how consumers engage with luxury brands today.\u201d<\/p>\n Hamilton agrees. \u201cSponsorship is no longer just about a logo placement \u2013 the best partnerships blend brand visibility with authentic product integration and storytelling. If a brand\u2019s product or service can fundamentally enhance the way a fan enjoys the sport, then you are on to a winner.\u201d<\/p>\n Related news<\/p>\n \n \n ![\"Heaven-Hill-Elijah-Craig-Ryder-cup\"](\"https:\/\/www.europesays.com\/golf\/wp-content\/uploads\/2026\/05\/Heaven-Hill-Elijah-Craig.jpg\")
Elijah Craig sponsors the Ryder Cup<\/p>\n![\"\"](\"https:\/\/www.europesays.com\/golf\/wp-content\/uploads\/2026\/05\/Loch-Lomond-2.jpg\")
Loch Lomond has released expressions in honour of The Open every year of its sponsorship<\/p>\n![\"\"](\"https:\/\/www.europesays.com\/golf\/wp-content\/uploads\/2026\/05\/Dewars-19th-golf-bottling-350x350.jpg\")
Dewar\u2019s annual 19 Year Old Champions Edition<\/p>\n
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