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After lady chips, now lady scotch: Johnny Walker's Jane Walker is the latest token

Written by : TNM Staff

One of the world's most popular Scotch whisky brands Johnnie Walker has now introduced Jane Walker, a female version of its iconic logo to support gender equality and also reach out to more female drinkers.

Next month, the brand's Black Label blended whisky’s logo will show a woman mid-stride – the female iteration of its iconic logo of a man mid-stride.

The limited edition bottles will be available in the US from March, which coincides with Women's History Month and International Women's Day celebrations.

This is part of the brand's 'Keep Walking America' campaign and Johnnie Walker will donate $1 for every bottle of Jane Walker produced to organisations that work for women's causes.

"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. We are proud to toast the many achievements of women and everyone on the journey towards progress in gender equality," Stephanie Jacoby, Vice-President of Johnnie Walker, said in a press statement.

Stating that women have played a significant role in the brand's history, that dates back to 1893, the statement said, "Elizabeth Walker, wife of founder John Walker, was also fundamental to the creation of their own blended whisky, working alongside John and their son Alexander in the original Walker grocery shop. Today, nearly 50 per cent of the brand's 12 expert blenders are women, with female leadership across marketing and C-Level executives."

With the launch, the brand is also hoping to attract more women customers.

"Scotch as a category is seen as particularly intimidating by women. It's a really exciting opportunity to invite women into the brand," Stephanie said in an interview.

While some have given Jane Walker a thumbs-up, many aren't impressed with it.

In a satirical piece for The Washington Post, Maura Judkis points out why "creating gendered packaging for women and saying they are intimidated by scotch" does not help in championing women's causes in anyway.

Earlier this month, Pepsi faced backlash for sexism after its CEO Indra Nooyi said that it was launching "lady-friendly" version of Doritos (Pepsi's tortilla chips brand).

Read: After Pepsi's 'crunchless chips' controversy, women open up on food sexism

Many on social media feel that Jane Walker is only a marketing stunt.

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