約翰不走路，換珍走路？
有件事情值得注意，也算是吉凶參半的有趣。
隨著酒駕事件層出不窮，相關單位仍未祭出有效懲處之際。酒類市場有種悄悄在革新，充滿成長動力的氣氛，不知大家是否有注意到？來自兩個因素：一是女性飲酒人口的增加、二是雞尾酒式的酒類變得異常活絡。
最早是三得利的ほろよい，屬於一種碳酸酒，將酒類與碳酸飲料結合，蠻能擄獲女性的心。在酒類市場切出一塊全新的區域，美麗的包裝加上水果碳酸的香氣。是酒類市場的新寵兒，銳不可擋，賣價高到不合理。我是被夏天的高溫拐去喝到這種酒，才開始注意到。但其實這種碳酸酒有個很大的缺點，糖分過重。喝久對身體非常不好。但不要跟酒廠反應，讓他們不要進步，哈！
另外有百年歷史，本來就適合女生喝的梅子酒CHOYA，可能搭上這波熱潮也改了新包裝，不知為什麼一看到就覺得心在唱歌。但每次去大賣場看，跟搶衛生紙一樣架上馬上全空。
再來就是這篇所介紹的女生威士忌，傳統偏男性的酒類品項，現在也推出珍向前走的版本，企圖攏絡女性。是約翰不走，換珍走嗎？倒也不是。限量版應該是先試水溫，接下去想讓約翰和珍一起攜手向前走。
只是要注意，喝酒不開車開車不喝酒。喝酒不要喝到酒槽鼻，淺嚐即止就好。
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帝亞吉歐引進『珍向前走』吸引女性
約翰走路以他的正字標記推出女性版本，希望能將世上最熱賣的威士忌推廣給女性，更廣泛地推動對兩性平等的認可。
美國限量推出的版本，是女性大步邁開向前走的標記，而非傳統戴帽子的男士。名字叫『珍向前走Jane Walker』品牌擁有人帝亞吉歐，希望這個舉動能推廣產品並禮讚女性，約翰走路副總裁史蒂芬妮佳可碧說。
『女性對威士比這個品項特別感到卻步』佳可碧在一次訪談中提到。『這是非常興奮的機會，能邀請女性參與這個品牌。』
帝亞吉歐不是唯一在傳統男性標章放上女性臉孔的牌子，卡塔基炸雞連鎖店一月份邀請鄉村歌手，像桑德上校在上次的行銷活動一樣地露臉。
化學調製員如何協助約翰走路提振買氣
珍向前走是品牌『走遍美國』最新的一波活動，從2016開始，想要擴展更多客源，透過拉丁語系與退伍軍人的廣告。
蘇格蘭威士忌品類的銷售量，2002年至2017年間在美國成長2.1%，根據美國蒸餾酒精委員會的統計。約翰走路領先很多競爭者去年成長18%，被一股復甦的雞尾酒調製文化帶動起來。
帝亞吉歐總部在倫敦，內部希望增加女性雇員，它的董事會到四月女性成員占一半。公司也要求合作的廣告代理商能增加至少一名女性主管，作為合作的一部份。
珍向前走到三月，全國鋪貨會到25萬瓶。每賣一瓶，帝亞吉歐就會捐一塊錢給推展女性的組織，包括紀念女性與她要跑。這一批酒是限量發售，但不是珍向前走的最後一批。
她說：『我們真的認為珍是接續男人向前走的連續。』『我們想把大步向前走的男人，與大步向前走的女人凝結在一起向前走。』
Johnnie Walker is rolling out a female version of its iconic logo, an attempt to draw more women to the world’s best-selling scotch and acknowledge a broader push toward gender equality.
A limited U.S. edition of the whisky will have a striding woman on the label -- rather than the traditional top-hatted man -- and carry the name Jane Walker. Brand owner Diageo Plc is hoping the move widens the appeal of the product while celebrating women, said Stephanie Jacoby, vice president of Johnnie Walker.
“Scotch as a category is seen as particularly intimidating by women,” Jacoby said in an interview. “It’s a really exciting opportunity to invite women into the brand.”
Diageo isn’t alone in putting a female face on a traditionally male mascot. KFC, the fried-chicken chain run by Yum! Brands Inc., tapped country singer Reba McEntire in January to appear as Colonel Sanders in its latest marketing campaign.
How a Chemist Helped Give Johnnie Walker a Boost
The Jane Walker launch is the latest part of the brand’s “Keep Walking America” push, which began in 2016. The campaign is an attempt to speak to a broader audience, with ads spotlighting Latinos and veterans.
Scotch whisky volumes grew 2.1 percent between 2002 and 2017 in the U.S., according to the Distilled Spirits Council of the U.S., a trade organization. And Johnnie Walker has outpaced many competitors, growing 18 percent last year -- boosted by a revival of cocktail culture.
Diageo, based in London, also is looking to increase female representation internally. Its board will be 50 percent women in April, Jacoby said. The company also is calling on advertising agencies to put forward at least one female director as part of any work pitch.
Jane Walker will appear on 250,000 bottles nationwide in March. For every bottle produced, Diageo is donating a dollar to organizations that promote women, including Monumental Women and She Should Run. While this batch of bottles is a limited run, this isn’t the last of Jane.
“We really see Jane as the first female iteration of our striding-man icon,” she said. “We like to think of our striding man and our striding woman as really walking together going forward.”
https://www.bloomberg.com/news/articles/2018-02-26/diageo-introduces-jane-walker-scotch-in-bid-to-attract-women?cmpid=socialflow-facebook-business&utm_content=business&utm_campaign=socialflow-organic&utm_source=facebook&utm_medium=social
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