LONDON (Reuters) — Diageo, 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.

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.

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