Refreshed look and new expression for Islay malt Smokehead
THE firm behind Islay single malt whisky, Smokehead, is looking to challenge convention and appeal to younger consumers with an all-new look for the brand, as well as an “intense” new expression.
Describing the new bottle design as “bold”, the skull logo remains and has been made more prominent on the label of the 43% ABV malt, with a rush of smoke blowing through the head “to create an element of defiance”.
Parent company Ian Macleod Distillers, which launched the brand in 2006, has also unveiled a new expression – Smokehead High Voltage.
Claiming that the new addition “is not for the faint hearted”, the 58% ABV liquid is described as “a burn of hot spirit” that sees the mouth fill with smoke, “feeling almost thick with oiliness before softening and becoming creamier, with nutty, briny and citrus notes”.
From there, a sweetness is said to mix with “slowly fading smoke”, which then leaves “a salty tang”.
We’ve turned up the volume right across the brand; it’s not for everyone, but that’s okay.
Commenting on the refreshed look and new expression, Iain Weir, brand director for Smokehead, said: “Smokehead has always challenged the traditional whisky world with its unconventional look and attitude, appealing to the younger and adventurous whisky drinker.
“We’ve turned up the volume right across the brand; it’s not for everyone, but that’s okay.
“And if Smokehead is an assault on your senses, then High Voltage is an all-out attack.
“Louder, bolder and more intense than getting put in a headlock by an angry roadie.”
Both Smokehead and Smokehead High Voltage are available through whisky specialists, priced at £38.99 and £54.99 respectively.
