New look for Crabbie’s Yardhead as Halewood invests in brand’s first ATL campaign


Halewood Artisanal Spirits has unveiled a new look for its Yardhead Single Malt Scotch Whisky which will be supported by the first ever above the line campaign for the brand.

The re-design emphasises the brand’s single malt whisky credentials, whilst guaranteeing greater stand out on shelf.

Launched in 2018, Crabbie’s Yardhead is a non-age declared single malt whisky distilled in the highlands and matured exclusively in ex-bourbon casks. It boasts biscuit, vanilla, citrus, sweet apple, caramel and toffee notes.

The bespoke bottle design features a slimmed down shape with narrower footprint, an updated white label emphasising its single malt credentials and the addition of a distinctive new handle increasing stand-out.

A new, premium embossed detailing calls out the distinctive Crabbie elephant, further underscoring the brand’s heritage.

The campaign includes print and outdoor advertising, as well as increased social media support in the run up to Christmas.

“As we continue to invest in the Crabbie brand, we wanted to create a new, bespoke bottle for Yardhead that pays homage to its unique heritage. The new proposition ultimately provides our customers with a stand out proposition which appeals both to established whisky drinkers, and those who are new to the category,” commented Andy Wallace, global marketing manager for whisky at Halewood.