Johnnie Walker changes iconic label, replaces man with a woman

Johnnie Walker has unveiled Jane Walker, the first-ever female iteration of the brand’s Striding Man logo.

The new image will debut in the US on a special-edition offering of the scotch whiskey’s Black Label blend. The product will be available beginning in March to coincide with Women’s History Month and International Women’s Day celebrations.

“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,” commented Stephanie Jacoby, Vice President of Johnnie Walker. “We are proud to toast the many achievements of women and everyone on the journey towards progress in gender equality.”

To support this effort as part of Keep Walking America, Johnnie Walker will be donating $1 for every bottle of the Jane Walker Edition made to organizations championing women’s causes, with a total donation of up to US$250,000.

One organization Johnnie Walker will be supporting is Monumental Women, a nonprofit dedicated to creating a monument honoring America’s women suffragists in New York City’s Central Park, where there are 23 statues of historical figures but not one honoring a real woman.

In addition to celebrating historic female figures through the Monumental Women partnership, Johnnie Walker will also celebrate the next generation of female leaders by donating a portion of Jane Walker Edition proceeds to She Should Run, who are dedicated to inspiring women to run for office.