The iconic, top-hat wearing gent who strolls across the bottom of every bottle of Johnnie Walker is being swapped out for “Jane.” For over 200 odd years, Johnnie Walker bottles are serenated by the logo of a stylish man in a stride. The new logo was created to make the whisky more accessible to the female demographic.
A special edition of the scotch company’s Black Label blend will be adorned by a female in celebration of Women’s History Month beginning in March, Jane Walker Edition of the Black Label.
“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.”
Diageo, Johnnie Walker’s parent company, has priced the Jane Walker Edition at $35. $1 of each bottle sold will be donated to organizations that champion women’s causes, up to $250,000.
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