Johnnie Walker becomes Jane Walker as retailers spot ways to celebrate IWD

 March 03, 2018

Around ther world, florists are busy putting together special floral arrangements to provide exciting offerings for those celebrating International Women's Day.

Commercial interest in International Women's Day soaring

Diageo introduces ‘Jane Walker’ Scotch to attract women

Diageo's popular Johnnie Walker is rolling out a female version of its iconic logo, an attempt to draw more women to the world’s best-selling scotch and acknowledge a broader push toward gender equality. A limited U.S. edition of the whisky has a striding woman on the label rather than the traditional top-hatted man. The spirit carries the name of "Jane Walker".

Brand owner Diageo is hoping the move widens the appeal of the product while celebrating women, said Stephanie Jacoby, vice president of Johnnie Walker. “Scotch as a category is seen as particularly intimidating by women,” Jacoby said in an interview. “It’s a really exciting opportunity to invite women into the brand.”

Johnnie Walker donating $1 from each bottle produced to two women’s causes - for a total of $250,000 to the Monumental Women nonprofit, to erect a statue of suffragettes in Central Park, and to the She Should Run organization, to boost women seeking election to public office.

Diageo, based in London, also is looking to increase female representation internally. Its board will be 50 percent women in April and the company also is calling on advertising agencies to put forward at least one female director as part of any work pitch in support of the Free the Bid campaign.

Diageo is committed to forging a diverse and inclusive workplace and has many impressive women enjoying thriving careers with the company.