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Communicate Levant | Advertising, marketing, public relations and media in the Arab world and beyond

Communicate Levant | Advertising, marketing, public relations and media in the Arab world and beyond

Who is “Jane Walker”?

Jane Walker

Marketing

Who is “Jane Walker”?

With Women’s History Month and International Women’s Day around the corner, Johnnie Walker unveiled its limited edition of its black label blend to celebrate women. The Special edition replaces the iconic striding man with Jane Walker, the female iteration of the iconic logo. For more than a century, the Striding Man has been a Johnnie Walker icon and an important part of the
brand’s history. While his look has had subtle changes over the years, he has always conveyed the brand’s call to action which is moving forward. But the Jane Walker edition maintains the same graphic style of the striding man, with feminine features.Jane Walker

Women have played a significant role in the brand’s history dating back to 1893, when John Walker & Sons purchased the Cardhu distillery from Elizabeth Cumming. Cardhu is one of the single malts that comprises Johnnie Walker Black Label and is considered the heartbeat of the blend. Elizabeth Walker, the wife of founder John Walker, was also fundamental to the creation of their own blended whisky, working alongside John and their son Alexander in the original Walker grocery shop. Today, nearly 50% of the brand’s 12 expert blenders are women, with female leadership across marketing and C-Level executives.

Johnnie Walker Black Label The Jane Walker Edition will be available nationwide starting March 2018 with a suggested retail price of $34.00 (750 ml/bottle, 40% ABV). And for every Jane Walker bottle sold,  $1 will be donated to several organizations that support and empower women.

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