HALEWOOD UNVEILS BRAND NEW LOOK FOR CRABBIE’S YARDHEAD AND INVESTS IN FIRST EVER ATL CAMPAIGN
Halewood Artisanal Spirits has unveiled a new look for its Yardhead Single Malt Scotch Whisky in order to emphasise the brand’s single malt whisky credentials and guarantee greater stand out on shelf.
Launched in 2018, Crabbie’s Yardhead is a non-age declared single malt whisky that is great for mixing. Distilled in the highlands and matured exclusively in ex-bourbon casks, it boasts biscuit, vanilla, citrus, sweet apple, caramel and toffee notes.
The bespoke bottle design features a slimmed down shape with narrower footprint, an updated white label emphasising its single malt credentials and the addition of a distinctive new handle increasing stand-out on the back bar/ shelf. It also boasts new, premium embossed detailing calling out the distinctive Crabbie elephant and further emphasising the brand’s heritage.
In addition to the re-design, Halewood has also invested in its first ever ATL campaign for the brand, which includes print and outdoor advertising, as well as increased social media support in the run up to Christmas. All activity focuses on the versatility of Crabbie’s Yardhead, and includes a range of new serve suggestions.
Andy Wallace, Global Marketing Manager for Whisky at Halewood Artisanal Spirits; “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 re-establishing 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”.
Crabbie’s Yardhead was awarded Gold at the San Francisco World Spirits Awards in 2020 and 2019, demonstrating the quality of the liquid.
New Crabbie Yardhead serves:
- 50ml Crabbie Yardhead
- 25ml Lemon Juice
- 20ml Sugar Syrup
- 10ml Grenadine
- 4-5 Raspberries in shake
- 5 Egg white
Serve in a Couple Glass and garnish with raspberry on a skewer.
- 50ml Crabbies Yardhead
- 20ml Lime Juice
- 200mml Crabbies Ginger Beer
- 2 dashes of Angostura Bitters
Serve in a Hi ball with lime wedge and mint spring garnish.
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