Johnnie Walker has launched Jane Walker, its first-ever female iteration of the brand’s iconic Striding Man logo. Johnnie Walker Black Label The Jane Walker Edition will be available in the US beginning March 2018, coinciding with Women’s History Month and International Women’s Day celebrations.
The introduction of Jane Walker represents the brand’s commitment to inspire and champion the diverse communities within the country, the press statement read.
Women have played a significant role in the brand’s history dating back to 1893, including the founder’s wife Elizabeth Walker. Also, nearly 50% of the brand’s 12 expert blenders are women, with female leadership across marketing and C-level executives.
According to Stephanie Jacoby, VP of Johnnie Walker, important conversations about gender continue to be at the forefront of culture. As such, the brand strongly believes “there is no better time than now” to introduce the Jane Walker icon and contribute to pioneering organisations that share its mission.
“We are proud to toast the many achievements of women and everyone on the journey towards progress in gender equality,” she added.
To support the effort as part of its “Keep Walking America” campaign, Jonnie Walker will donate US$1 for every bottle of the Jane Walker Edition to organisations championing women’s causes such as the Susan B. Anthony Statue Fund and its Monumental Women campaign, with a total donation of up to US$250,000.
In addition to celebrating historic female figures through the support of Monumental Women, Johnnie Walker will also celebrate the next generation of female leaders by donating a portion of Jane Walker Edition proceeds to She Should Run, who are dedicated to inspiring women to run for office.
Closer to home, the brand picked BLK J last year as its creative agency partner for digital, social and activation duties in Singapore. It also collaborated with seven young artists from six cities across Indonesia this year to unleash their creativity on life size statues of the Striding Man. Diageo also partnered with Untitled Project last year to launch a mobile app for Android and iOS, allowing customers to personalise bottles of Johnnie Walker with their own custom labels.