Mixing up the whisky sector

Halewood aims for accessibility with new Crabbie’s malt

Crabbie’s Yardhead is a 40% ABV whisky which is designed for mixing

AN “unpretentious and youthful” single malt – that’s the description of the latest whisky offering from Halewood Wines & Spirits-owned John Crabbie & Co.

Yardhead, which is said to be named after the site where John Crabbie used to store, distill and brew his products, is described as a 40% ABV Highland single malt with no age statement.

Non-peated, the expression is said to be “light” and “mellow” with a “vanilla sweetness” due to time in ex-bourbon casks.

Graeme Sharpe, Crabbie’s brand manager, told SLTN that it’s been designed to be mixed in a bid to appeal to a broader range of consumers.

He said: “It’s trying to take away a bit of the snobbery around whisky and to offer customers a slightly different route when they’re thinking of spirit mixers: it doesn’t always have to be gin and tonic or vodka and tonic; you can use whisky in different ways, other than just sipping.

“It’s supposed to be more interesting and exciting.”