Whisky giant Johnnie Walker is set to adopt a temporary new look; the Jane Walker logo.
The new logo, a female version of the original, features a striding woman wearing a top hat, tailcoat and riding boots and carrying a walking cane. On International Women’s Day on 8 March, 250,000 bottles of 12-year-old Jane Walker Black label whisky will go on sale in the US.
Diageo, the parent company, hopes this will illustrate its commitment to gender equality and simultaneously attract more women to whisky. The company will also donate $US 250,000 to organisations that promote women. Diageo is also looking to increase female representation internally. By spring of 2018, half of its board members will be women.
Scotch whisky sales grew 2.1 percent between 2002 and 2017 in the US, according to the Distilled Spirits Council of the US. Johnnie Walker spearheaded this growth with an 18 percent increase in sales over that period.
“Scotch as a category is seen as intimidating by women", said Stephanie Jacoby, vice-president of Johnnie Walker. "It’s an exciting opportunity to invite women into the brand,”
Source: marketingweek.com
Photo: Johnny Walker press release
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