Johnnie Walker is set to change its logo for the first time in more than a century and replace the iconic 'Striding Man' logo with a female version.
'Jane Walker' will feature on a limited US edition of the scotch whisky, picturing a woman tipping her hat in mid-stride.
The image will replace the top-hatted male and will be released in time for Women's History Month and a week before International Women's Day.
$US1 of every bottle sold will go towards a charity empowering women's rights.
"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 Johnnie Walker website reads.
Jane Walker Black Label release. Source: Johnniewalker.com
"In recognition of the women in history who fought for progress, Johnnie Walker is donating a total of $250,000 to support various organizations championing women’s causes, including #MonumentalWomen and She Should Run," the statement added.
#MonumentalWomen is aimed at creating a monument for the leaders of the Woman Suffrage Movement. She Should Run is a charity aimed at encouraging women of all political and ethnic backgrounds to run for leadership positions.
The decision for a female-friendly label, by London-based brand owner Diageo Plc, comes as UK beer bosses are urged to take more dramatic actions to stamp out "offensive" marketing towards women, according to the BBC.
The Jane Walker launch comes as #Times Up and #MeToo movements continue to shine a spotlight on sexual harassment.
Johnnie Walker bottles in the Johnnie Walker marquee. Source: AAP
#MeToo was an online social media campaign in response to allegations against Hollywood movie producer Harvey Weinstein.
"Scotch as a category is seen as particularly intimidating by women," Johnnie Walker Vice President Stephanie Jacoby said in a recent interview.
She felt Jane Walker was an "exciting opportunity to invite women to the brand."
