For the first time ever, whiskey brand Johnnie Walker unveils a female version of its iconic Striding Man logo in celebration of women’s rights. The beverage giant Diageo debuted its Black Label “Jane Walker Edition” to coincide with International Women’s Day and Women’s History Month. Priced around $34, the limited edition bottle will be available in the U.S. throughout the month of March.
The problem: Whiskey is traditionally thought of as a man’s drink; an old boy’s club beverage. But in 2014, research by spirits company Beam Suntory revealed that 37 percent of women were whiskey drinkers. Add to that, in today’s political climate, we’ve witnessed a remarkable push for gender equality among brands appealing to new audiences and inspiring change.
The approach: Looking to support more women in business, politics and culture, the company will donate $1 for each Jane Walker bottle made — up to $250,000 in total — to campaigns that advocates for gender equality and women’s progress. Think of movements like She Should Run, a group that encourages women to register and run for elected office, and Monumental Women, an organization that hopes to erect a monument in New York’s Central Park in honor of Elizabeth Cady Stanton, Susan B Anthony and the Woman Suffrage Movement. Fact: There are currently 23 historical statues in Central Park, but none of which honor an actual woman.
The feel good: For more than 100 years, the Striding Man logo has become synonymous with the brand and its mission of striving for progress with Keep Walking America. And although the #WalkWithJane campaign has raised controversy for being misrepresentative — the liquor industry was once a powerful opponent of granting women their civil rights — in other ways it is a step forward in the brand’s willingness to further equal and public representation.
“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,” said Stephanie Jacoby, vice president of Johnnie Walker in a press release. “We are proud to toast the many achievements of women and everyone on the journey towards progress in gender equality.”