The whisky world is filled with amusement and criticism when news of Diageo submitted a trademark application for “Jane Walker” hit the Internet. The drinks giant applied to the United States Patent and Trademark Office earlier this month and stated that Jane Walker is for “alcoholic beverages except for beer”. There was also news that labels submitted to the Alcohol and Tobacco Tax and Trade Bureau (TTB) show a drawing of a woman similarly dressed as the famous striding man logo and a bottle label named “The Jane Walker Edition”.

The Internet has been blazing with both praise and criticism for the gender-specific trademark application. Some have come forward to applaud the move as a reminder for gender equality. Others have feedback that it is a backwards move to spread gender inequality and biases further.

Is Jane Walker going to bring about gender equality?

Gender equality is a long-suffering debate that gets nowhere, so far as we can see it. Men claim one side of the story while the women argue the other side. There is no end to this argument. We would rather see a general inclusion of human beings, accepting every one of us as an individual.

Jane Walker, if done right, can indeed bring about a general inclusion of human beings. It is, however, a very tricky move that needs extreme planning. Is Jane Walker going to be a different blend? Will it be weaker or stronger than Johnnie Walker? Is the liquid going to be the same? Will Jane Walker become a core range or a limited release? Is the expression planned for release globally or only in the United States of America? The questions are endless.

Nonetheless, the answer to each question will determine if Jane Walker will succeed. What if Jane Walker is a new blend that is more floral, fruitier or sweeter? How would the world respond to that? Or maybe Jane Walker could be a heavily peated whisky that is floral and sweet at the same time? What will the world think?

Countless combination for Jane Walker’s success

We believe that numerous combinations can build Jane Walker’s success on the world’s stage. The global community is waiting impatiently for Diageo to reveal their plans and share the new trademark with us. The revelation is likely to make or break the new Jane Walker Edition. Diageo is known for its work in promoting gender equality in the workplace, as well as running campaigns and projects to empower women around the world.

The news of Jane Walker comes in a period where sexual harassment is trending in the news, mainly founded in the allegations made against Hollywood movie producer, Harvey Weinstein. Will Jane Walker help women around the world, or will she be seen as another sexist plot against women? We hope for the former!

Reactions from around the world

While we wait for news from Diageo, here’s a top response from Jump Radio. Listen to Jesse and Jenna as they present to you: The New Jane Walker Whisky Ad.

 

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