The limited US edition scotch will feature a woman striding on the label instead of the usual man with the top-hat and goes by the name Jane Walker.
Diageo Plc is hoping that the initiative would appeal to more women as March is being celebrated as Women’s History Month to raise funds and awareness for the non-profit organizations supporting women’s causes.
“Scotch as a category is seen as particularly intimidating by women”, Stephanie Jacoby, vice president of Johnie Walker said in an interview.
Jacoby also said that the brand is trying to increase the number of women employees in the company.
The launch of Jane Walker becomes the latest part of the brand’s campaign, “Keep Walking America” which began in the year 2016 in attempt to speak to a wider audience with adverts, veterans, and Latinos.
According to Stephanie Jacoby, the Vice President of Johnnie Walker, gender-based conversations maintain its position at the forefront, therefore, the brand strongly believes “there is no better time than now” for them to unveil the Jane Walker icon as well as contribute to ground-breaking organizations that are taking part in their mission.
Jane Walker will appear on 250,000 bottles nationwide. Around 250,000 bottles will be made with Jane Walker images and the company has chose to donate $1 for every bottle sold to organisations that support women’s cause. And they are also making sure that their advertising agencies have at least one female director who’s working on the project.
The alcohol industry’s new focus on women isn’t uncontroversial. The brand will also feature at events such as the coming Women In Film Pre-Oscar Party, toasting all female Oscar nominees.