February 26, 2018 / 4:32 PM / 6 months ago

Diageo launches Jane Walker Scotch

LONDON (Reuters) - Diageo (DGE.L), the world’s largest spirits company, is launching a U.S. limited edition of its Johnnie Walker Black Label Scotch featuring a woman on the label, called Jane Walker, it said on Monday.

FILE PHOTO - A signage is seen on the outside of Diageo offices in west London October 10, 2008. REUTERS/Toby Melville

The launch in March marks the first major change to the brand’s “striding man” logo in over a century and comes as Diageo and peers try to attract more women drinkers.

For every bottle of Jane Walker made, Diageo will donate $1 to organizations supporting women’s causes.

(This version of the story corrects to show donation for bottles made, not sold)

Reporting by Martinne Geller, editing by David Evans

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