Johnnie Walker, the famous brand of scotch whisky, is making the first change to its logo in more than a century, unveiling a new, female-focused mascot. Ladies and gentlemen, say “goodbye” to Johnnie and “hello” to Jane.
As The Guardian reports, Diageo, the company behind Johnnie Walker, has announced that a limited-edition run of its Black Label blended scotch whisky will feature a female version of its iconic mascot. Like Johnnie Walker, Jane will wear a top hat, a black coat, and black riding boots. Like Johnnie, she will be depicted mid-stride, coyly tipping her hat.
“We really see Jane as the first female iteration of our striding-man icon,” Stephanie Jacoby, vice president of Johnnie Walker, told TIME. “We like to think of our striding man and our striding woman as really walking together going forward.”
With its new logo, Johnnie Walker hopes to encourage more women to partake in its whisky. (“Scotch as a category is seen as particularly intimidating by women,” Jacoby said.) But the company also hopes to use the campaign as an opportunity to celebrate and support women.
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
The Jane Walker label will be released in the U.S. in March, just in time for Women’s History Month and International Women’s Day, on March 8. For every bottle produced — and the company plans to release 250,000 of them — Johnnie Walker will donate one dollar to women’s organizations like Monumental Women, which has successfully campaigned to build statues of women in Central Park, and She Should Run, which works to increase the number of women in elected office.
“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 organizations that share our mission,” Jacoby said, according to Adweek. “We are proud to toast the many achievements of women and everyone on the journey towards progress in gender equality.”