THE LATEST CORPORATE SOCIAL FIASCO: JOHNNIE WALKER STEPPING ON A RAKE FOR THE WOMEN’S MARCH.

Hot on the heels of the toxic masculinity razor commercial debacle another corporate political decision has reared up. After Gillette insulted an entire gender, and a significant of its customer base, one liquor brand has stepped up to say, “Hold my Scotch!”

Johnnie Walker has come out in support of The Women’s March, and it is not going well. The scotch brand has been an enthusiastic backer of the movement, seemingly oblivious to the various groups that have disavowed the March due to anti-semitic leadership. To date the NOW, NAACP, Greenpeace, Emily’s List, and the Southern Poverty Law Center are just a few who marched off. Things have become so toxic even the Democratic National Committee has cut ties.

But the scotch mavens are touting its affiliation with the hate-filled group, even partnering with them on a marketing basis. On the eve of the March Johnnie Walker tweeted out this collection of posters it commissioned for the event.

The wisdom behind a company clearly choosing sides (note the “Resist” poster selection) is obscured partially by lending support to an organization many are fleeing due to its internal anti-semitic positions. Johnnie Walker may have signaled itself into a corner, as the brand has been an active booster for the movement for at least a year now.

I feel sorriest for the ghost of Christopher Hitchens, who used to called Johnnie Walker Black “the breakfast of champions.” Today, Johnnie Walker is aligning itself with a rabidly anti-Semitic and anti-Israel group. As Brad Slager writes at Red State, “One day corporations may learn how social activism is bottom line averse.”

But as with Gillette, not this week.