Johnnie Walker is now Jane Walker
Johnnie Walker Scotch whisky will this month adopt a feminine appearance dubbed Jane Walker for some of its bottles.
The new look bottles will be introduced to the US market on March 1 at a cost of $34 (Sh3,434) with one dollar being donated to organizations championing women issues.
“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 organizations that share our mission,” said Stephanie Jacoby, vice president of Johnnie Walker, in an online statement.
The limited US edition of Jane Walker will have a striding woman on the label.
“We are proud to toast the many achievements of women and everyone on the journey towards progress in gender equality,” Jacoby added.
A limited US edition of the whisky will have – rather than the traditional top-hatted man – and carry the name Jane Walker.
Brand owner Diageo Plc is hoping the move widens the appeal of the product while celebrating women, said Stephanie Jacoby, vice president of Johnnie Walker.
Jane Walker will appear on 250,000 bottles and the launch coincides with Women’s History Month and International Women’s Day, which is on March 8.