Crabbie’s Yardhead Scotch Whisky has a new bottle. To welcome the new vessel, the Halewood Artisanal Spirits-owned brand has also launched a new campaign.
Launched just two years ago, Crabbie’s Yardhead single malt was created for younger spirits drinkers who are looking to use the Whisky for mixing. Distilled in the Scottish Highlands and aged in ex-Bourbon casks, the spirit offers aromas of green apples, fresh vanilla, and biscuit, along with flavors of caramel, vanilla, bright citrus, and a kick of spice.
“John Crabbie was a true innovator. Not only was he one of the first to blend whisky to improve quality and consistency; he was also the creator of one of the first whisky cocktails with the Whisky Mac,” said Andy Wallace, global marketing manager for whisky at Halewood Artisanal Spirits. “Since reestablishing the Crabbie brand in 2018, we’ve wanted to keep his innovative spirit alive, and continue to do things a little differently. The creation of Yardhead – a single malt whisky designed for mixing – is very much testament to this.
“As we continue to invest in the Crabbie brand, we wanted to create a new, bespoke bottle for Yardhead that pays homage to its unique heritage. The new proposition ultimately provides our customers with a stand out proposition, which appeals both to established whisky drinkers, and those who are new to the category.”
The new Crabbie’s Yardhead design emphasizes the brand’s credentials and looks to make it stand out on the shelf. The bottle shape has been slimmed down and updated white label and a “distinctive” handle. Furthermore, the bottle now features embossed detailing to highlight the elephant logo.
The new design is being supported by the first above-the-line campaign for Crabbie’s Yardhead, and features print and outdoor advertising, as well as social media.
Earlier this year, this spirit launched in the United States for the first time and can purchased via Drizly for $24.99.