John Crabbie & Co releases single malt scotch aimed at millennial drinkers
Edinburgh-based spirits company John Crabbie & Co has released a new single malt whisky aimed at millennial consumers –Yardhead.
According to managing director David Brown, Yardhead is the company’s most significant release to date, aimed squarely at younger consumers.
“Crabbie’s Yardhead is a single malt that is made for mixing,” said Brown.
“We want to encourage consumers to look at single malt differently, and for bar staff to use their skills to develop new ways of using single malt in long drinks and in cocktails,” he added.
The brand was launched in Edinburgh last month – it is now available across over 400 Sainsbury’s stores in the UK.
It is initially being sold at of £18, reduced from its usual RRP of £22.
Yardhead’s official London launch takes place on 23 July, at the Macbeth pub, 70 Hoxton St, Hackney.
“We have seen the rise in popularity of American whiskey with younger consumers, largely drunk with a mixer over ice,” Brown said.
“Blended malts have tried to tap into that market, but what we are launching is a single malt which we believe offers a premium alternative and a different taste profile.”
The current Crabbie range of whiskies includes: Crabbie 8-year-old Highland single malt, a peated island 12-year-old, Crabbie 25-year-old, 30-year-old and 40-year-old variants, all produced in Speyside.
Crabbies Gin is also produced at the chain pier distillery in Edinburgh.
The Crabbie brand, which was founded in 1801, was revived by parent company Halewood Wines & Spirits in 2017. As part of their strategic plan for its revival, the firm spent £7 million building a new distillery in Leith.