John Crabbie & Co releases new variant aimed at Millennials

By Robert Mann contact

- Last updated on GMT

Younger audience: John & Crabbie Co is releasing a new single malt whisky aimed at Millennials
Younger audience: John & Crabbie Co is releasing a new single malt whisky aimed at Millennials
Edinburgh-based spirits company John Crabbie & Co has released a new single malt whisky – aimed at Millennial consumers.

According to managing director David Brown, Yardhead is the company’s “most significant” release to date, aimed directly at a younger audience.

“Crabbies Yardhead is a single malt that is made for mixing,” said an enthused 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.”

Rise in popularity 

Concluding, Brown said the single malt is like nothing else on the market.

“We have seen the rise in popularity of American whiskey with younger consumers, largely drunk with a mixer over ice,” he summarised.

“Blended malts have tried to tap into that market, but what we are launching is a single malt that we believe offers a premium alternative and a different taste profile.”

Yardhead’s official launch takes place on 23 July, at the Macbeth pub in Hackney, east London.

Related topics: Spirits & Cocktails