Diageo which is one of the world’s largest spirits companies has launched a limited edition Johnnie Walker Black label Scotch in the USA. The name of the brand of this edition is Jane Walker and the bottle will not feature iconic Johnnie but a striding top-hatted woman, Jane. The female version of Johnnie Walker bottles will hit the stores in March which is also celebrated as Women’s history month. The company has introduced the same to attract more women drinkers and celebrate women.”Introducing Jane Walker, our new icon that celebrates progress in Women’s Rights. With every step, we all move forward,” the company tweeted along with the new logo of the brand.As per Forbes report, the spirit remains the same, only the logo has changed.
“Scotch as a category is seen as particularly intimidating by women,” Vice-President Stephanie Jacoby told Bloomberg News in an interview. “It’s a really exciting opportunity to invite women into the brand.” But her statements and the new logo didn’t go down with netizens. Soon Jane walker started trending on Twitter and many twitterati said that h liquor brand is patronizing women.” I personally hate scotch but it’s not because my lady throat can’t handle it, ” one of the twitter users wrote. “I am not sure Jane Walker has it right. Same liquid but because it has a picture of a girl on it, it will appeal to women? My experience is that women tend to have a better palette than guys. Is Diagio helping or patronizing? ?,” wrote another.
For every bottle produced, the company is donating a dollar to organizations that support women causes. Apparently, we may see more of Jane even after the limited edition. “We really see Jane as the first female iteration of our striding-man icon,” Jacoby said. “We like to think of our striding man and our striding woman as really walking together going forward.” This is not the first time a brand has put a female face on the traditional male mascot. KFC, the fried chicken chains brought in country singer Reba McEntire to appear as Colonel Sanders in their latest ad campaign. What are your views on the same? Let us know in the comments below.