Johnnie Walker’s VP says Whiskey “intimidates women," so now there’s a “Jane Walker” edition. The iconic striding man logo on Johnnie Walker whiskey will be replaced by a woman for a special edition black label blend.
Johnny Walker Vice President Stephanie Jacoby stated, “Scotch as a category is seen as particularly intimidating by women. It’s a really exciting opportunity to invite women into the brand.”
For every bottle produced of the Jane Walker blend, Diageo, the company that owns Johnnie Walker will donate $1 to women’s causes — up to $250,000. The company says Jane is celebrating women’s achievements and empowering women on the journey to gender equality.
However, some women aren’t buying it, and are taking to Twitter to express their distaste.
Heather Mcguigan tweeted, “Sorry…exactly what progress have been made? Pay equality? Political Equality? Reproductive control? Hmmm But thank GOD there’s a scotch with a lady on the bottle. Now I feel equal. Thanks.”
Larissa Barrett tweeted, “I can’t even enjoy scotch anymore without being mansplained and condescended by nitwits?! No thanks.”
The new edition is part of Johnnie Walker’s “Keep Walking America” campaign launched in 2016, to market its whiskey to diverse audiences. The Jane Walker blend debuts in March 2018.