Johnnie Walker has a new female icon, Jane Walker, the first major change to the brand’s man logo in more than a century.
Move over, Johnnie.
The world’s best-selling high-end scotch label Johnnie Walker is rolling out a female version of its legendary logo, but the ultra-feminist marketing move is hard to swallow for some female consumers who are perfectly fine with sipping it from any bottle.
Jane Walker, the new limited edition 12-year Black Label blended whisky, will feature a woman on the label instead of the iconic man outfitted in a top hat — the first major change to the brand’s striding man logo in more than a century and an attempt to cater to ladies.
“Whisky-drinking women are looking for inclusiveness. They want to be invited into a conversation, they don’t need to be specifically marketed to in this way,” Heather Green, a whisky expert and author of “Whisk(e)y Distilled: A Populist Guide to the Water of Life,” tells Moneyish. “Their attempt could be perceived as cynical and pandering. I think people will stick it on their shelves as a novelty, but is it really moving the needle or making me emotionally connect to Johnnie Walker? Not yet. It doesn’t really feel like women whisky drinkers will respond to it.”