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Johnnie Walker and its parent company, Diageo, are rebranding the name and logo of Johnnie Walker Black Label Whisky. The iconic logo will be replaced with a female wearing a top hat similar to that in the original Johnnie logo.
"Scotch as a category is seen as particularly intimidating by women. It's a really exciting opportunity to invite women into the brand," Johnnie Walker vice president Stephanie Jacoby said in a Bloomberg interview.
Others companies have embraced female-centric branding. In February, KFC introduced Reba McEntire as the first female Colonel Sanders in its 88-year history.
While some have applauded Johnnie Walker for the rebrand, others have taken to Twitter to voice their issue with the name change.
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The limited-edition bottle will only be available in March. Diageo said it will donate a dollar to organizations that champion women's causes for every bottle sold.