THE FUTURE OF GOLF IS CHANGING.

For the second episode of Series 4 of Grapes & Greens, we stepped inside the world of J.Lindeberg to sit down with Rob Tankard, Managing Director UK, at the brand's striking Shoreditch showroom.

Rob has been part of the J.Lindeberg story for 12 years, witnessing its transformation into a £140 million business and gaining a unique perspective on how one of golf's most distinctive fashion brands continues to evolve.

And what became clear during our conversation is that J.Lindeberg isn't simply designing clothes for golfers.

They are designing for a new generation of golfer.

One that sees little separation between what they wear on the golf course, at dinner, at an event or on a night out.

There is a genuine sense of pride within J.Lindeberg when it comes to wearing the brand.

That feeling runs right through the business — from the staff who work for J.Lindeberg to the tour professionals representing the brand at the highest level.

For the players, it is about much more than simply wearing clothing because they have a sponsorship agreement. There is a real affinity with the brand, its attitude and what it represents.

And that authenticity matters.

In a world where golf is increasingly becoming part of a broader lifestyle, brands need to stand for something beyond the course.

J.Lindeberg appears to understand that very well.

"They're not just designing for golf. They're designing for the culture around golf."

One of the most fascinating parts of our conversation was discovering where the inspiration for future collections comes from.

And it isn't necessarily another golf brand.

Music, culture and the world around the brand are becoming increasingly important influences on J.Lindeberg's creative direction.

Music can influence everything from mood and colour to styling, shapes and the overall attitude of a collection.

It is another example of how the boundaries between golf, fashion and lifestyle are becoming increasingly blurred.

The golfer of the future may be just as influenced by what they see at a concert, on a football pitch or on the streets of London as they are by what another golfer is wearing on the first tee.

But while creativity is hugely important, there is another side to the J.Lindeberg story that is perhaps less visible.

Technology.

Rob explained how the business uses data and technology to understand its customers — what they are buying, what they are responding to, what is trending and ultimately what they are likely to want next.

That information can then help shape the direction of future collections across both golf and lifestyle.

It is a fascinating combination:

Creativity meets data.
Music meets sport.
Fashion meets golf.

And perhaps that is where the future of golf retail lies.

That was one of the questions we wanted to explore with Rob.

Because the golf consumer is changing.

The modern golfer is increasingly fashion-conscious, digitally connected and influenced by the wider world of sport, music and culture.

For golf retailers, understanding that change will be critical.

The challenge isn't simply deciding what clothing to put on the rails.

It is understanding what your customer wants to be part of.

That makes our conversation with Rob particularly relevant for anyone running a golf retail business — but also for anyone interested in where golf fashion and lifestyle are heading.

And if our conversation with Rob is anything to go by, the next chapter of golf fashion is going to be very different.

The future of golf is changing. J.Lindeberg is already there.

— Niall

Every golfer loves finding a ball in the rough that turns out to be a Titleist Pro V1.

Well, we may have just found the wine equivalent.

Domaine des Girasols Rasteau “Fût” MMXV 2015 was originally £24.25 a bottle.

Now, it's just £12.25.

That's not just a good deal. That's a two-for-one feeling without having to ask the pro shop.

This is a beautifully mature Rasteau from the outstanding 2015 vintage, with over a decade of development behind it. Rich, warming and full of Southern Rhône character, it's drinking beautifully right now.

Think dark fruits, warming spice, herbs and plenty of depth. The perfect bottle for those evenings when the golf is over, the clubs are back in the car and the conversation has moved to the bar.

At £12.25 a bottle, you're getting a serious, mature wine for around half its original price.

But, as in golf, timing is everything.

Once they're gone, they're gone.

So, whether you're looking to add a genuine bargain to the cellar or simply want something rather special to open after your next round, this could be the easiest birdie you'll make all week.

Domaine des Girasols Rasteau “Fût” MMXV 2015

£24.25 NOW £12.25

Only 40 bottles remaining