Beverage icon Johnnie Walker has come forth with a limited edition of its 12-year-old Black Label blended whiskey with a bold feminine flavor - Jane Walker.
The special release will see a striding woman replacing the brand's iconic striding hatted man. The brand’s London-based owner, Diageo, the world’s largest spirits company, said the special edition whisky, being unveiled a week ahead of International Women's Day, would 'widen the appeal' of the brand among the increasing tribe of women beverage enthusiasts and food writers.
The strategically timed release will go on sale from March and will count 2.50 lakh bottles, a release said.
The iconic brand, marked for its striding man with the hat logo for over a century, will now spot a woman taking over the stride into a larger market.
The company also said in a release that six of its master blenders were women. The company had also said that a portion of the sale proceeds will be donated to social organizations working for women, including those which supported them running for political offices.