AGAINST THE GRAIN
In 2019, Crabbies began work renovating a distillery in the heart of Leith – the birthplace of John Crabbie and Co., purveyors of wine and spirits since 1801. Launching with a new, non-age statement Whisky to attract a different crowd of drinkers, Crabbies needed a market position that fought against the grain.
A new wave of products are entering the market, with pop culture references and trends around craft enhancing the profile of entry level expressions. Perfect timing for a well-loved brand to be reimagining whisky for a younger generation. “No Boundaries” is a call to arms; a narrative of urban discovery, grounded in Leith’s gritty, rebellious spirit, and encouraging drinkers to escape convention to discover their own pathway.
Produced in collaboration with Steely Fox.