Diageo Makes Female Version Whiskey 'Jane Walker' For Women

In an attempt to attract more women towards famous whiskey brand and acknowledge gender equality, the limited US based Whiskey brand Johnnie Walker is rolling out a female version of its iconic logo Johnnie Walker.

The new label will carry the title Jane Walker with a striding woman printed over it.

Stephanie Jacoby, VP of Johnnie Walker said the Brand owner Diageo is hoping the move widens the appeal of the product while celebrating women.

Jocoby in an Interview said, “Scotch as a category is seen as particularly intimidating by women. It’s a really exciting opportunity to invite women into the brand.”

Diageo isn’t alone in putting a female face on a traditionally male mascot. KFC, the fried-chicken chain run by Yum! Brands, tapped country singer Reba McEntire in January to appear as Colonel Sanders in its latest marketing campaign.

According to the US Distilled Spirits Council, the launch is the latest part of the brand’s “Keep Walking America” push, which began in 2016. The campaign is an attempt to speak to a broader audience, with ads spotlighting Latinos and veterans. Scotch whisky volumes grew just over 2% between 2002 and 2017 in the US. And Johnnie Walker has outpaced many competitors, growing 18% in 2017, boosted by a revival of cocktail culture.