Johnnie Walker wanted to celebrate women`s history month by introducing a new limited U.S. edition with a feminine twist on their famous logo. By doing so, they intended to garner more female whiskey drinkers.
Johnnie Walker`s Vice President Stephanie Jacoby told Bloomberg that Diageo Pic, the brand owner, announced Jane Walker in hopes to widen the appeal of their whiskey while celebrating women.
“Scotch as a category is seen as particularly intimidating by women. It’s a really exciting opportunity to invite women into the brand,” Jacoby said.
This isn`t the first Johnnie Walker tried to broaden its audience. In 2016 they launched “Keep Walking America” that targeted Latinos and veterans.
Jane Walker is nothing more than an extension of that campaign. This month, 250.000 bottled are being shipped nationwide.
The owner plans to donate a dollar to an organization that promotes women for each bottle made. She Should Run and Monumental Women are also being considered.
In addition, the company is actively “calling on advertising agencies to put forward one female director as part of any work pitch.”
Is this an honest move to celebrate women or are they just trying to take advantage and garner more female whiskey drinkers?