Johnnie Walker rolls out female version of 'The Jane Walker' scotch with an iconic lady logo

The world's bestselling Scotch brand Johnnie Walker is rolling out all new female version of The Jane Walker Edition with an iconic lady logo on it to draw more women towards it. This latest move of the bestselling scotch company is a broader push towards gender equality.

A limited U.S. edition of the whiskey will have a striding woman on the label — 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.
“Scotch as a category is seen as particularly intimidating by women,” Jacoby said. “It’s a really exciting opportunity to invite women into the brand.”
The latest launch Jane Walker is a part of the brand 'Keep Walking America,' which began in the year 2016. The campaign is an attempt to speak to a broader audience, with ads spotlighting Latinos and veterans.

According to the Distilled Spirits Council of the U.S, a trade organization, Scotch whiskey volumes grew 2.1 per cent between 2002 and 2017 in the U.S. And Johnnie Walker has outpaced many competitors, growing 18 per cent last year ---boosted by a revival of cocktail culture.

The female version of Jane Walker will appear on 250,000 bottles in March. The Diageo is donating $1 for every bottle production to the organizations that promote women including Monumental Women and She Should Run. While this batch of bottles is a limited run, this isn’t the last of Jane.

“We really see Jane as the first female iteration of our striding-man icon,” she said. “We like to think of our striding man and our striding woman as really walking together going forward.”