Diageo-owned whisky brand Johnnie Walker has launched a new limited edition whisky to coincide with Women’s History Month.
The label of the new Jane Walker bottles is designed in sync with Diageo’s hopes garner more female whisky drinkers, Johnnie Walker Vice President Stephanie Jacoby told Bloomberg.
“Scotch as a category is seen as particularly intimidating by women,” Jacoby said.
“It’s a really exciting opportunity to invite women into the brand.”
Introducing Jane Walker, our new icon that celebrates progress in Women’s Rights. With every step, we all move forward. pic.twitter.com/1YP32odgJk
— Johnnie Walker (@JohnnieWalkerUS) February 26, 2018
Jane Walker is an extension of the brand’s campaign in 2016, “Keep Walking America” which was targeted towards groups like Latinos and veterans. The new Jane Walker labels will appear on 250,000 bottles in the US starting in March.
In addition, Diageo has announced that for every bottle made, it will donate a dollar to organizations that promote women, including Monumental Women and She Should Run.