It's whisky - but for women
Johnnie Walker will be releasing a limited edition bottle with a new 'Jane Walker' logo in hopes of gaining new female followers for the brand.
Ahead of Women's History Month (from 1 March to 31 March), world-renowned whisky brand Johnnie Walker will release 250 000 limited edition 'Jane Walker' bottles in the United States.
The company is putting a feminine twist on the popular logo in efforts to attract more women to the brand.
Introducing Jane Walker, our new icon that celebrates progress in Women’s Rights. With every step, we all move forward. pic.twitter.com/1YP32odgJk
— Johnnie Walker (@JohnnieWalkerUS) February 26, 2018
Johnnie Walker Vice President Stephanie Jacoby says: 'Scotch as a category is seen as particularly intimidating by women'.
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The company will donate some of the proceeds from sales of the limited edition bottles to organisations that promote women empowerment. Johnnie Walker is also actively requesting that advertising agencies prepare teams consisting of at least one female director for future pitches.
This push to communicate specifically to women does raise questions about who Johnnie Walker believes makes up the bulk of its customer base. Are women really that afraid to order Scotch on the rocks?
Do you think changing the logo on a bottle of whisky will get women to drink more of it?