Jane Walker takes over Johnnie Walker Black Label logo
There are a lot of iconic men in the world of branded spirits. Jim Beam, Jack Daniels, Captain Morgan, Jose Cuervo and Mr. Boston, just to name a few.
Now one of those dudes, Johnnie Walker, is stepping aside temporarily to make way for Jane Walker. Tipping her top hat and strutting in riding boots and jacket, Jane Walker will appear on limited edition bottles of Johnny Walker Black Label Scotch starting Thursday.
The 200-year-old brand is taking advantage of March being Women’s History Month to raise funds and awareness for nonprofits that champion women’s causes. One dollar for every bottle sold will fund these organizations, up to $250,000.
As part of this initiative, the brand will be making a $150,000 donation to Monumental Women, a group that wants to erect a statue honoring the country’s women suffragists in Central Park in New York City. As they point out at monumentalwomen.org, there are 23 statues of historical figures in the park, and not one is a statue of a woman.
While it’s no secret that women like to drink whiskey – something that’s been reported as a trend as of late – women also play a big role at the brand’s internal workings. Currently, Johnnie Walker has expert blenders and executives who are women.
“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,” Stephanie Jacoby, vice president of Johnnie Walker, said in a press release. “We are proud to toast the many achievements of women and everyone on the journey towards progress in gender equality.”
The Jane Walker edition is a 750 ml bottle of 12 year blended Scotch whisky and retails for the same price, around $40, in Michigan.