The News
Mount Gay Rum and Devereux Golf announced the launch of The Mount Gay x Devereux Golf Course Collection on May 18, 2026. The collaboration is a limited-edition capsule collection aimed at today’s golfer, featuring products that blend centuries-old rum craftsmanship with modern golf lifestyle elements. Mount Gay has been the official rum for several PGA tournaments in the U.S., including The Genesis Invitational and RBC Heritage Tournament.
Mount Gay’s first foray into apparel comes as a limited‑edition capsule line with Devereux Golf, announced in New York on May 18, 2026. The collection—The Mount Gay x Devereux Golf Course Collection—features polos, t‑shirts, hats and golf bags priced between $38 and $154 and is available exclusively through Devereux’s website.
Grand View Research reports that global golf‑apparel sales hit $5.2 billion in 2024 and are projected to grow at a 4.3 % CAGR through 2030. The United States accounts for more than 40 % of that volume, making it the primary arena for brands looking to tap the market. Beverage Dynamics notes that only 12 % of spirit‑brand collaborations involve golf‑focused lifestyle labels, underscoring how under‑penetrated this space is.
Mount Gay’s own limited‑edition spirits have historically sold at around $350—illustrated by its 2025 Single Estate Series of 2,754 bottles. The lower price point of the apparel line therefore broadens appeal beyond collectors toward everyday golfers and offers a potential cross‑sell channel for bars stocked with Mount Gay rum.
Because the capsule line is DTC‑only, traditional wholesale channels will not carry these SKUs. Distributors should monitor Devereux’s direct‑to‑consumer performance to gauge broader market appetite. Strong demand could justify future limited‑edition rum releases at higher proof or with unique cask finishes—a pattern already seen in Mount Gay’s 2025 Single Estate Series.
Retailers carrying Mount Gay rum can add a small assortment of branded apparel without disrupting existing margins. The collection’s rich reds, bright blues and golden yellows echo the brand’s sailing roots, creating a visual narrative that can be highlighted in point‑of‑sale displays. Because these items are limited, they also generate scarcity that can drive impulse purchases.
On‑premise operators have an opportunity to use the collaboration as a conversation starter: a “Mount Gay Golf Night” could pair the rum with a themed menu and offer the apparel as a complimentary gift to guests who bring their clubs. Such experiential programming is increasingly valuable in a market where consumers seek memorable experiences rather than just product consumption.
Monitoring online sales of this limited‑edition, exclusive line will reveal whether the partnership opens a viable channel for Mount Gay’s next product launches.
Original Press Release
Crafted for a New Era of Golf Culture
NEW YORK, NY (May 18, 2026) – Mount Gay, the world’s oldest operating rum distillery, partners with Devereux Golf, a modern golf and lifestyle brand, for the debut of The Mount Gay x Devereux Golf Course Collection, a capsule collection designed for today’s golfer. Uniting centuries-old craftsmanship with a contemporary, rule-breaking approach to golf and leisure, the premium collection is crafted to feel equally at home on the fairway, at the bar, or in any shared adventure.
For the past three years, Mount Gay has proudly served as the official rum of select PGA tournaments across the United States, including The Genesis Invitational, RBC Heritage Tournament, Travelers Championship, and The CJ Cup Byron Nelson. The Mount Gay x Devereux Golf Course Collection is the next phase of Mount Gay’s deepening connection to the sport of golf and its community.
“With our passionate history within the sailing community and an expanding footprint in the world of golf, partnering with Devereux feels like a natural next step for our connection to the golfing community. There is a mutual DNA surrounding the lifestyle and aesthetics of these two communities, and between Mount Gay and Devereux,” said Mount Gay Rum global brand director Paige Parness. “Together, we’re celebrating a shared respect for tradition while showing how Mount Gay Rum complements life’s moments—from the first tee to the ‘19th’ hole.”
The Mount Gay x Devereux Golf Course Collection features polos, t-shirts, hats, golf bags, and more, drawing inspiration from Mount Gay’s rich 300-year history and longstanding connection to the sport of sailing. Rich reds, bright blues, and golden yellows reflect Mount Gay’s heritage, rooted in St. Lucy, Barbados, while sun-washed fabrics and thoughtful detailing nod to long days spent outdoors. Designed for performance-driven outdoor experiences, each piece works seamlessly on the golf course, on a sailboat, or for an après moment with friends, celebrating a successful day of adventure.
“At Devereux Golf, we’re focused on reshaping golf culture without losing sight of the sport’s roots. We immediately recognized that same level of intention in how Mount Gay approaches crafting their rum. Their confident brand presence, consistent focus on authenticity, and pride in their heritage strongly resonated with how we approach golf,” said Devereux Golf co-founder Robert Brunner. “While we come from different worlds, we have a shared vision of culture and innovation that resulted in a one-of-a-kind collection we know our community is going to love.”
The limited-edition collection ranges from $38–$154 and is available online at Devereux Golf’s website beginning today, while supplies last.
To learn more, visit Mount Gay Rum’s website or @mountgayrum on Instagram.
Sources consulted (web research):
- Mount Gay Unveils Capsule Collection With Devereux
- Mount Gay Rum
- Mount Gay Rum Distillery
- Mount Gay Rum Single Estate Review
- Mount Gay Rum Master Blender Collection Cognac Expression
- Mount Gays Vintage Rum Adventure
Source: BevNET