‘Follow your dreams, keep walking’ thrust of JW Classic

Golf and Scotch whisky are arguably two of Scotland’s greatest gifts to the world, which may explain why the world’s leading Scotch whisky brand, Johnnie Walker, sponsors Asia Pacific premier golf event, the Johnnie Walker Classic. But there is more to this brand’s long-term commitment to the game of golf.

Global brand director for Johnnie Walker, Stephen Morley says, "This world-class tournament is an opportunity for us to build relationships on many levels, with our consumers, with our trade and with the players themselves. However, the tournament is primarily a platform to promote the philosophy that lies at the heart of the Johnnie Walker brand, Keep Walking."

"This philosophy is about inspiring personal progress, inspiring people to take the next step on their journey towards their goals. Professional golfers are inspiring examples of this message as they have overcome challenges to excel at the highest level of the sport. We hope that the tournament inspires others to follow their own dreams."

Johnnie Walker’s association with golf dates back to the mid 19th century with involvement in many different prestigious tournaments. The Johnnie Walker Classic began in 1990 where the founding event was won by England’s Nick Faldo.

Since then the tournament has continued to bring the world’s best golfers to Asia to compete in Asia’s premier gold event and winners include Ernie Els (twice) and Tiger Woods (twice) against highly competitive fields that each year feature the best players from the European, Asian and Australian PGA tours.

Uniquely the location changes every year as the event moves from one exotic location to another. It has been held in Thailand, Singapore, Australia, Philippines and even Taiwan. The tournament attracts crowds of up to 60,000 people and hosts over 300 local and international media.

Johnnie Walker doesn’t just try to maximize the benefits the tournament can offer the brand, but unlike many other events, they also work hard every year to ensure the event contributes to the local host community. Each year they raise money for a local charity, which has included disabled sports, wildlife preservation, earthquake relief, and in 2003, an education program promoting responsible drinking.

Stephen Morley says "We want to make a lasting and positive impact on the community hosting our tournament. We do this firstly through our inspirational Keep Walking message, and secondly through our charity fundraising and this year, through promoting the responsible consumption of alcohol."

The future for the tournament is even brighter, according to Stephen Morley.

"We are very proud of this tournament and are committed to its long term as Asia’s premier golf event and we will continue to grow the tournament to be one of the most prestigious events on the European Tour. We will keep moving the event around Asia so that as many countries and people can experience this superb tournament as possible."