Johnnie Walker rebranded its identity by replacing its famous “striding man” logo with a stylised woman on the label.
Called Jane Walker, the limited edition of Johnnie Walker’s Black Label blend will go on sale at the beginning of March with an image of a woman dressed in similar 19th century clothing who also tips her hat mid-stride.
British drinks giant Diageo, which owns the whisky brand explained in a press statement that this new marketing initiative by Johnnie Walker and the launch of Jane Walker is meant to coincide with Woman’s History Month and International Women’s Day celebrations. The new brand is expected to retail across the US at $34 for a 750ml bottle and, for every bottle sold, Diageo will donate $1 to organisations supporting women’s causes.
“The introduction of the first-ever female brand icon and the Jane Walker Edition bottle represent Johnnie Walker’s commitment to inspire and champion the diverse communities moving our country forward,” the statement read.
This also comes in line with Diageo's new CSR mission, as the company is expecting women executives to account for half the membership of its board by April. Also, the company wants advertising agencies to put forward at least one female director as part of any pitch for work.