Beverage giant Diageo’s Johnnie Walker brand has added a female counterpart to its iconic mascot after more than 100 years in tribute to women around the world. It grows more relevant by the day with conversations about gender equality permeating every level of society.
The Johnnie Walker Black Label “Jane Walker Edition” debuts in March to coincide with Women’s History Month and International Women’s Day celebrations. In a multi-faceted attempt to support women in business, culture and politics, the company will donate $1 for each bottle produced to nonprofit campaigns like Monumental Women,
a movement to erect a monument honoring America’s women suffragists in New York’s Central Park (there are currently 23 historical statues in the Park, none of which honors a real woman), and She Should Run,
a group encouraging women to register and run for elected office.
Specifically, Diageo will donate up to $150,000 to Monumental Women and an unspecified amount to She Should Run.
“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,” said Stephanie Jacoby, vp of Johnnie Walker. “We are proud to toast the many achievements of women and everyone on the journey towards progress in gender equality.”