In 2018, Johnnie Walker launched Jane Walker to celebrate and support those who are pushing boundaries towards a more equal future. We turned our most distinctive asset, the “Striding Man” into an icon of gender equality, introducing the “Striding Woman,” coupled with a limited-edition Johnnie Walker Black Label, the Jane Walker Edition, as a celebration of women’s progress.

In 2019 Jane Walker continued its mission to promote the efforts of pioneering women in the pursuit of equality, with a yearlong program starting with Signs of Progress for Women’s History Month, partnering with Ladies Get Paid to host Equalizer Watch Parties, culminating with the launch of Jane Walker Craftswomen Program and release of Jane Walker Limited Edition Blend by Master distiller Emma Walker. The year was underpinned by our commitment to the Equal Rights Amendment coalition with the launch of Corporate America for the ERA to ratify constitutional equality for women.

The Jane Walker Equality Platform - an ongoing cultural platform in pursuit of gender equality both in communities addressing women’s inequality and inside the spirits industry.

? Support key communities driving change in culture and policy: Activated powerful partnerships with pioneering organizations who are documenting past achievements, amplifying messages of empowerment, inciting and enabling future milestones

? Lead the charge within the Spirits industry: Launched Jane Walker Craftswomen Program and released Jane Walker Limited Edition Blend for Women’s History Month celebrating the talented and pioneering women behind some of the world’s most beloved spirits, spearheaded by a reimagined Jane Walker by Johnnie Walker developed by Master Blender Emma Walker. Emma focused on highlighting the single malt whiskies from the Cardhu distillery (successfully run by Elizabeth Cumming until she sold it to the Walker Family in 1893) as a way to pay homage to the influential women of Johnnie Walker’s past

While women make up 50.8% of the US population, they are often underrepresented - from entertainment, politics to the workplace and Johnnie Walker drinkers.

As a brand that stands for progress, when the conversation around women’s progress was at its peak, Jane Walker was our opportunity to showcase that progress was inclusive to all and show our commitment to lasting impact.

We approached participation in three ways:

1. Documenting past achievements to inspire future progress: According to a survey conducted by the Women’s History Congressional Commission, 95% of people do not believe that America’s museums adequately tell the story of women’s contributions and experiences.

2. Amplifying the voices leading the way: Celebrating pioneering figures pushing boundaries towards an equal future across industries and communities

3. Enabling future progress: Driving meaningful action and supporting groundbreaking organizations sparking change on issues of women’s equality – equal pay, equal representation, and equal rights

From March 2019 – March 2020, Jane Walker executed its Equality Platform continuing to amplify and contribute to female voices in pursuit of equality.

Signs of Progress (March 2019) – During Women’s History Month, our Signs of Progress exhibit at the New York Historical Society showcased signs from the Women’s March - where we distributed 3,500 signs with our partners, Monumental Women and She Should Run.

Equalizer Watch Parties (June 2019) – Jane Walker hosted national Women’s World Cup viewing parties, with Mia Hamm, in support of closing the gender pay gap with complimentary educational tools from Ladies Get Paid.

Jane Walker Limited Edition Release & Craftswomen Program (March 2020) – This program enabled trailblazing women including a reimagined Jane Walker whisky developed by Master Blender Emma Walker.

ERA Coalition (March 2020) – Jane Walker announced that it would lead the ERA Coalition’s Corporate America initiative at a ratification event.

? Resulted in #1 spirits category leader in earned SOV

? Garnered +378M earned media impressions and brought coverage in the NY Times, Vanity Fair, Sports Illustrated, People etc

? The Limited Release Blend and Craftswomen Program activated in 1,200 retail stores and resulted in a 19% lift in trademark same store sales

? Meaningful contributions were made within the community: 27,000 visitors attended the NY Historical Society Exhibit, 5,500 consumers accessed negotiation training, and contributions were made to women’s progress organizations including She Should Run, Monumental Women, Ladies Get Paid, Women’s March, New York Historical Society, AllBright and Female Quotient

? >9.4K people took Buzzfeed ERA Knowledge Quiz

? Recruited a younger, more diverse consumer and increased our female drinker base from 25.5% to 29.6%

? Saw significant lift in brand imagery indicators such as “cool”, “status”, and “aspirational brand”, especially among women aged 21-24

And we keep walking.