Dan Aykroyd's Crystal Head Vodka is on the move, joining the Cask Liquid Marketing portfolio from 1 April.
The brand, in its unmistakeable skull-shaped bottle, made its UK debut with Global Brands' Inspirit Brands in 2011. It moved to Bibendum in 2012, joining its spirits division Instil Drinks Company when it was formed the following year. Blues Brother and Ghostbuster Dan Aykroyd created the brand with artist John Alexander in 2007. The original corn-based variant was joined last year by Aurora, a wheat-based vodka in shimmering aurora borealis-inspired packaging.
'I think it is a great move, as it was time to pump in some new life into the brand,' brand ambassador PJ Jaurre told Imbibe. 'With [Cask's] track record and their ever-growing business it is an exciting time for us to be part of such an innovative company. So I'm looking forward to the good times ahead and working with the whole of the Cask family!'
'Crystal Head Vodka joining the Cask portfolio is a significant win for the business,' added Cask's Stuart Ekins. 'It arrives with great distribution, a dedicated brand team, and an opportunity for creative marketing and social platforms. Most importantly, the quality of the liquid shines through, enabling us to compete in a number of different sectors. It is certainly a brand that has really excited the team.'
Instil Drinks' Mark Johnson commented: 'Crystal Head Vodka was always a key brand for Instil but our business model needed to change to deliver growth across a wider trading base and so Crystal Head have decided to relocate its UK brand management, so we wish them all the best.'
Johnson added that Instil would remain a trading route to market for the brand.
Crystal Head joins a portfolio that includes Merlet, Ocho Tequila, The 86 Co, and most recently, Chartreuse.
Cask Liquid Marketing, 07970 515 584
Edited 23/03/2016 to include details of Crystal Head's time with Inspirit, and on 24/03/2016 to include a comment from Instil's Mark Johnson.