Whisky Advocate: Johnnie Walker Aims To Make Strides Toward Gender EqualityMarch 1, 2018
Jim Beam, Jack Daniel’s, Elijah Craig, George T. Stagg. When you think of whiskies named after people, do any women come to mind? Probably not—there are very few examples. In 2012, Glenfiddich released Janet Sheed Roberts Reserve, a 55-year-old single malt named for the granddaughter of company founder William Grant, but—provocative marketing aside—that’s about it as far as women’s representation on whisky labels goes.
That’s about to change, however, as Johnnie Walker has announced the Jane Walker Edition of its Black Label blended Scotch. The limited release, rolling out in March to coincide with Women’s History Month, is described by parent company Diageo as a step forward in progress, the logical move for a brand whose icon is a striding figure. Up to now, that figure has been male, but bottles of the Jane Walker Edition will feature a striding woman with the same recognizable tailcoat, top hat, and cane. A dollar from every bottle sale (up to $250,000) will be donated to the non-profits Monumental Women, which is pushing to erect a monument honoring women suffragists in New York City’s Central Park, and She Should Run, which encourages women to run for public
Whisky Advocate takes a look at Diageo’s move to entice more women into the Scotch category in its latest opinion piece.Subscribe to Shanken News Daily’s Email Newsletter, delivered to your inbox each morning.