Diageo to launch ‘Jane Walker’ Scotch in a move to widen appeal

By Tunde Osho

Johnnie Walker, the famous Scotch whisky known by its top-hatted striding-man logo will be launching a female iteration of the iconic logo in the U.S. in March, named “Jane Walker.”

According to the brand’s owner, London-based Diageo, the idea is to appeal to more women and acknowledge a broader effort towards gender equality.

“Scotch as a category is seen as particularly intimidating by women,” said Stephanie Jacoby, vice president of Johnnie Walker.

“It’s a really exciting opportunity to invite women into the brand.”

Jane Walker will appear on a limited U.S. edition of the whisky (250,000 bottles) starting on 1st March and Diageo will donate $1 for every bottle sold to women organisations including Monumental Women and She Should Run. The unveiling in March comes a week before the International Women’s Day.

“As a brand that has stood for progress for nearly 200 years, Johnnie Walker is proud to take this next step forward by introducing Jane Walker as another symbol of the brand’s commitment to progress,” Diageo said.

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