Johnnie Walker Black Ruby steps into LIV Golf Adelaide as official whisky

With LIV Golf Adelaide teeing off this week, Johnnie Walker Black Ruby has been named official whisky of the tournament, aligning the brand with one of South Australia’s most prominent sport-and-entertainment events.

The partnership positions LIV Golf Adelaide as more than a traditional sporting sponsorship, with Johnnie Walker leaning into experience-led activation designed to blend golf, live music and social connection.

At the centre of the activation is the Black Ruby Birdie, a bespoke cocktail created for the Adelaide event and served as the official drink of the tournament. The Black Ruby Blackberry & Soda premix will also be available across bars throughout the venue.

Beyond the bar, Johnnie Walker will operate a dedicated clubhouse within the fan village, offering cabanas, VIP areas and interactive brand experiences. Fans can engage with an interactive golf ball photo wall, try their luck at the Black Ruby Claw machine and access limited-edition Johnnie Walker golf merchandise, reinforcing the brand’s push beyond passive visibility and into participatory sponsorship.

SEE MORE: BYD doubles down on sport with LIV Golf partnership

For the Diageo-owned brand, the activation lands as LIV Golf Adelaide continues to build its reputation as a hybrid cultural event, pairing world-class golf with headline music acts including Peking Duk, Royel Otis, John Summit and Fisher across the tournament weekend.

The tournament, one of the biggest on the LIV Golf schedule, has quickly become a magnet for brands looking to activate beyond traditional sponsorship. Alongside Johnnie Walker’s whisky partnership, BYD has extended its involvement with the event, using LIV Golf Adelaide as a platform to showcase new models and deepen fan engagement through on-course and fan village experiences.

“LIV Golf Adelaide is a powerful cultural moment, bringing together elite sport and live music – and we’re proud to be part of it,” said Nishant Samuel, head of whisky and liqueurs at Diageo Australia.

“Johnnie Walker Black Ruby is about bringing people together through sport, music and culture, and we’re excited to create moments fans can savour – from the Black Ruby Birdie cocktail to the Johnnie Walker Clubhouse – across the weekend.”

The LIV partnership builds on Johnnie Walker Black Ruby’s recent push into music and cultural events, following activations at SXSW Sydney 2025 and the ARIA after-party, as the brand continues to prioritise experiential marketing over conventional sponsorship placements.