Bottles of some Johnnie Walker Scotch whisky will look a little different from March 1 with the brand’s famous striding man to be replaced by a woman, Jane Walker.
Liquor maker Diageo says it plans to roll out bottles next month for a limited run.
The female version of its iconic logo is an attempt to draw more women to the world’s best-selling scotch and acknowledge a broader push toward gender equality.
The company says it’s the first time in the brand’s nearly 200-year history that the logo will be depicted as a woman.
Diageo says the Jane Walker edition of Johnnie Walker is its way of putting the spotlight on gender equality and women’s achievements.
The Johnnie Walker Black Label Jane Walker Edition bottles will be available in the U.S. for $34, with maker Diageo donating $1 from each sold to organizations championing women’s causes.
Some of the money raised will go to charity Monumental Women, which aims to create a statue in Central Park, New York City, to honor America’s female suffragists.
Johnnie Walker was founded by Scot John Walker in 1820 and now sells nearly 19 million cases per year. Advertising for the Johnnie Walker range has often focused on adventures fronted by men, including actor Jude Law for its luxury Blue Label line in 2014 and a film starring Robert Carlyle showing the history of the Scotch in 2009.