Johnnie Walker to launch Jane Walker on International Women’s Day
By Staff on Tuesday, February 27, 2018
Johnnie Walker is rolling out a female version of its whisky – Jane Walker – on International Women’s Day in the U.S.
A limited edition run will feature a striding woman on the label rather than the regular top-hatted gent which features on it’s iconic logo.
The campaign hopes draw more women to the world’s best-selling scotch and acknowledge a broader push toward gender equality.
“Important conversations about gender continue to be at the forefront of culture and we strongly believe there is no better time than now to introduce our Jane Walker icon and contribute to pioneering organisations that share our mission,” said Stephanie Jacoby, vice president of Johnnie Walker.
“We are proud to toast the many achievements of women and everyone on the journey towards progress in gender equality.”
Jane Walker will appear on 250,000 bottles nationwide from March.
For every bottle sold, Diageo is donating a dollar to organisations that promote women.
Charities set to benefit include Monumental Women, which aims to erect a statue honouring America’s female suffragists in Central Park, and She Should Run, which inspires women to run for office.