Diageo has launched a Jane Walker edition of its Johnnie Walker Black Label Scotch whisky as it aims to promote gender equality.
The new variant will be available in the US from March to coincide with Women’s History Month and International Women’s Day celebrations.
To support the initiative, Johnnie Walker will be donating $1 for every bottle of the Jane Walker Edition made to organisations championing women’s causes, with a total donation of up to $250,000.
Johnnie Walker will also celebrate the next generation of female leaders by donating a portion of Jane Walker Edition proceeds to She Should Run, which is dedicated to inspiring women to run for office.
Diageo said that women have played a significant role in the Johnnie Walker brand history dating back to 1893, when John Walker & Sons purchased the Cardhu distillery from Elizabeth Cumming. Cardhu is one of the single malts that comprises Johnnie Walker Black Label and is considered the heartbeat of the blend.
Elizabeth Walker, the wife of founder John Walker, was also fundamental to the creation of their own blended whisky, working alongside John and their son Alexander in the original Walker grocery shop.
Today, nearly 50% of the brand’s 12 blenders are women, with female leadership across marketing and c-level executives.
Johnnie Walker vice president Stephanie Jacoby said: “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 organisations that share our mission.
“We are proud to toast the many achievements of women and everyone on the journey towards progress in gender equality.”
Johnnie Walker Black Label The Jane Walker Edition will be available in the US with a suggested retail price of $34 (750 ml bottle, 40% ABV).
© FoodBev Media Ltd 2020