According to their website, Johnnie Walker has celebrated taking steps forward with their message of “Keep Walking” and their Striding Man icon for over a century.

In recognition of women who lead the way, we are unveiling Jane Walker, the first-ever female iteration of the brand’s iconic Striding Man logo. Jane Walker is the celebration of the many achievements of women and a symbol of empowerment for all those on the journey towards progress in gender equality.

The Jane Walker icon will debut on a special-edition offering of our award-winning Black Label blend. Johnnie Walker Black Label The Jane Walker Edition will launch nationwide in March – just in time for Women’s History Month celebrations.

For every Jane Walker Edition bottle produced, Johnnie Walker will donate $1 to organizations supporting women’s progress, up to $250,000.

Which brings us to the question that everyone has been asking—is this a good branding move on the part of Johnnie Walker?