Crabbie's launches single malt to target younger spirit drinkers
John Crabbie & Co has launched a new single malt whisky and at younger spirit fans who like long drinks and cocktails.
Crabbie’s Yardhead, described as the the company’s “most significant release to date”, is priced at £26 for 70cl.
David Brown, managing director, said: “Crabbie’s Yardhead is a single malt that is made for mixing. 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”.
Crabbie’s was founded by John Crabbie in Edinburgh and the name has been associated with Scotch whisky for more than 200 years.
“Crabbie was an innovator who challenged convention and I think he would have approved of the new Crabbie’s Yardhead single malt. We have seen the rise in popularity of American whiskey with younger consumers, largely drunk with a mixer over ice. Single malt Scotch whisky still tends to be consumed as a straight drink but it actually mixes really well. Blended malts have tried to tap into that market, but what we are launching today is a single malt which we believe offers a premium alternative and a different taste profile, ideally suited to be enjoyed long over ice with a mixer.
“The massive resurgence in popularity of cocktails has given rise to a new generation of bar staff with the talent to create some amazing drinks, and single malt Scotch whisky gives them the perfect premium base to develop something sensational.”