In the heart of L.A., the host city of this year’s U.S. Open at Los Angeles Country Club, flashy cars are the norm. But if there’s one vehicle that’s guaranteed to turn heads this June, it’s Dewar’s tricked-out beverage cart, which will serve up samples of the brand’s limited-edition 19-year-old U.S. Open blend and more all week long.
“The idea was to find a new way of introducing new consumers to the brand,” says Brian Cox, VP, Dewar’s Scotch whisky, North America. “And that’s why we came up with the golf cart. It’s mobile and a rather fancy way of bringing the whisky to our consumers, partners and guests at events.”
Though the Dewar’s cart — a bespoke Garia, a Danish maker of luxury golf carts—is totally street legal and capable of traveling up to 60 mph, it is very rarely driven, except for short distances once on-site. Instead, the cart is transported from place to place via truck. The vehicle calls St. Louis, Mo., home and started traveling the country for specific events and activations last year. So far, highlights of its travels include both the Super Bowl and the Masters. During its visit to Los Ange les in June, it will be stationed at Westfield Century City as a part of the USGA Fan Showcase.
Dewar’s Tour Manager Jeffrey Pearce is the man responsible for accompanying the cart to all its engagements. He drives the truck, positions the cart, stocks it with whatever the local market demands — usually Dewar’s 12, Dewar’s 15 or Dewar’s 19 — and then hangs around while people enjoy the bounty.
“You get all the looks and stares everywhere you go,” Pearce says of the cart. “Everyone wants to drive it.”
If you happen to encounter the Dewar’s cart while you’re out and about in the coming months — perhaps at the U.S. Open — take time to enjoy the experience.
“The cart is really a way of delivering the perfect serve,” Cox says. “So that a person’s first encounter with a taste of Dewar’s or a Dewar’s Scotch-and-soda highball is the best it can possibly be.”
Cheers to that! Check out the cart’s details below.
With a surround-sound speaker system, hidden premium serving station and a highball tap that serves fresh, cold ultra-carbonated soda water (thanks to an internal cooling system), Dewar’s customized bar cart is the ultimate party starter. A putting mat rolls out for a fun challenge: If you can sink three putts in 10 tries, you get to take home a sleeve of golf balls. And if you fall short? You can still pocket branded tees and a ball marker as parting gifts.
Dewar’s branded swag, like these Callaway Supersoft golf balls, have their own dispenser.
Attendees at the USGA Fan Showcase can sample Dewar’s 19-year-old U.S. Open Champions Edition. First launched in 2021 for the U.S. Open at Torrey Pines, the blend marks its third iteration this year. In a nod to the U.S. Open’s host state of California, the 2023 edition has been finished in former red-wine casks from Napa Valley.
