Diageo launches Jane Walker Scotch whisky

Feb 27, 2018by Amy Hopkins

Diageo has launched a female-inspired iteration of Johnnie Walker Black Label as a “symbol of the brand’s commitment to progress”.

Johnnie Walker Black Label The Jane Walker Edition will be available across the US from March as a special release to coincide with Women’s History Month and International Women’s Day celebrations. Under the Keep Walking America campaign initiative, Johnnie Walker will donate US$1 of every bottle of The Jane Walker Edition to organisations championing women’s causes, and will aim to raise US$250,000 in total. In particular, the brand will support the non-profit Monumental Women organisation to create a monument honouring America’s women suffragists in New York’s Central Park. Johnnie Walker will also donate to She Should Run, a non-partisan company that provides support to women leaders who are considering running for office. Speculation over the launch started last month when Diageo submitted a trademark application to the United States Patent and Trademark Office for The Jane Walker Edition. The product is the latest move by Diageo to promote gender equality – earlier this month, the UK drinks group joined the Free the Bid campaign, which promotes equal opportunities for women working in advertising. “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 organisations 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 noted that “women have played a significant role” in Johnnie Walker’s history, dating back to 1893 when John Walker & Sons purchased the Cardhu distillery – a key component in the brand to this date – from Elizabeth Cumming. Meanwhile, the wife of John Walker, Elizabeth Walker, worked alongside her husband and their son, Alexander, in the original Walker grocery shop. The Jane Walker Edition will contain unchanged Johnnie Walker Black Label liquid and will carry an RRP of US$34.