Crabbie’s unveils new lookBy Nicola Carruthers
UK-based Halewood Artisanal Spirits has revealed a new bottle design and campaign for Crabbie’s Yardhead Scotch whisky.
Launched in 2018, Crabbie’s Yardhead single malt was created to target young spirits drinkers who are looking to experiment with mixing whisky. The expression was distilled in the Highlands and matured in ex-Bourbon casks. It has notes of biscuit, vanilla, citrus, sweet apple, caramel and toffee.
Andy Wallace, global marketing manager for whisky at Halewood Artisanal Spirits, said: “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.
“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 redesign seeks to emphasise the brand’s single malt credentials and ensure it stands out on shelves.
The new look features a slimmed down bottle shape, an updated white label and a ‘distinctive’ handle. In addition, the bottle features embossed detailing to accentuate the elephant logo and further highlight the brand’s heritage.
Halewood has also invested in its first above-the-line campaign for Crabbie’s Yardhead, which includes print and outdoor advertising, along with an increased social media push in the run up to Christmas.
The campaign seeks to highlight the versatility of the whisky and focusses on a number of suggested serves.
Earlier this year, Halewood appointed Winebow to distribute Crabbie’s Yardhead and Peaky Blinder Irish whiskey in the US.