Johnnie Walker Black Label just got a little bit more feminine. The whiskey maker is putting a woman in its logo for the first time ever — a new Jane Walker edition that is on sale for a limited time. The image of a top-hatted and tuxedo man is transformed into a shapely, long-haired woman in the same dashing outfit.
The special-edition whiskey is being sold starting in March to coincide with Women’s History Month and International Women’s Day celebrations, according to the company. The suggested retail price is $34 for a 750-milliliter bottle. The temporary change to the “striding man” logo is an attempt to market the drink to women.
“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. “We are proud to toast the many achievements of women and everyone on the journey towards progress in gender equality.”
Johnnie Walker has pledged to donate $1 for every Jane Walker edition bottle sold to organizations that back women’s causes for a total of up to $250,000. “Women have played a significant role in the brand’s history dating back to 1893, when John Walker & Sons purchased the Cardhu distillery from Elizabeth Cumming,” the company said. “Cardhu is one of the single malts that comprises Johnnie Walker Black Label and is considered the heartbeat of the blend.” the company said.
Johnnie Walker is owned by Britain-based Diageo, whose other brands include Crown Royal, Smirnoff, Ketel One, Captain Morgan, Baileys, Tanqueray and Guinness.
“Women have always been extremely important consumers of a lot of different types of consumer packaged goods,” said Charles Taylor, a marketing professor at Villanova University. “In the environment of #MeToo, this is a very positive and uncontroversial type of response by the marketers.”