Johnnie Walker is the latest company to a release female version of its product. In an attempt to draw more women to the world’s bestselling scotch, as well as acknowledge a broader push toward gender equality, Johnnie Walker has released Jane Walker.
The company revamped the Johnnie Walker logo for the first time in over a century to show a woman strapped in typical Johnnie Walker-style boots, mid-stride, and with the classic tip of the hat. Brand owner Diageo is hoping the move widens the appeal of the product while celebrating women.
“Scotch as a category is seen as particularly intimidating by women,” said Stephanie Jacoby, VP of Johnnie Walker. “It’s a really exciting opportunity to invite women into the brand.”
It’s worth noting that not all attempts have been successful by companies attempting to make women-specific products, like the recent Lady Doritos controversy. Also, the brand isn’t the first to break gender barriers. Earlier this year country music star Reba McEntire became the first woman to ever play KFC founder and mascot Colonel Sanders.
Whiskey is no longer just a man’s drink
The Jane Walker launch is the latest part of the brand’s “Keep Walking America” push, which began in 2016. The campaign is an attempt to speak to a broader audience, with ads spotlighting Latinos and veterans. And this is just another way for the brand to show its dedication and commitment towards the championing of female empowerment causes and widening its appeal among women.
The Jane Walker Edition will be available in the US now, coinciding with Women’s History Month and International Women’s Day. As part of the campaign, Johnnie Walker will donate US$1 for every bottle to organizations supporting women’s causes; a total donation of up to US$250,000.
Stephanie Jacoby told TIME that Scotch is often perceived as an intimidating category by women. By changing the logo, Johnnie Walker hopes to make women feel more welcomed by the brand.
Scotch whisky volumes grew 2.1 per cent between 2002 and 2017 in the U.S., according to the Distilled Spirits Council of the US. And Johnnie Walker has outpaced many competitors, growing 18 per cent last year—boosted by a revival of cocktail culture.