Crab Trapper

Crab Trapper is a deliciously weird spirit crafted to control the green crab, an invasive species attacking the New England coast’s most vulnerable ecosystems.

I wrote the product copy and related social media content for this launch, which gained global media coverage totaling over 3 billion online and print impressions.

So, how do you control an invasive species? This problem is particularly bad in Tamworth Distilling’s home state of New Hampshire. The distillery known for their boundary-breaking spirits decided to take a stab at the green crab by— you guessed it— turning it into a weird whiskey.

Crab Trapper was covered by hundreds of global news sources such as Food & Wine, USA Today, Delish, NPR, Thrillist, Vinepair, Forbes, U.S. News & World Report, Smithsonian Magazine, The Economic Times, Mashed, Earth.com, and more.

Crab Trapper was also the catalyst for Founder Steven Grasse’s award as a 2023 Food & Wine Drinks Innovator of the Year. And did I mention it was featured on The Late Show with Stephen Colbert?

See the social campaign below, which included the two highest performing posts in the account’s history. Click on each individual post to open it in Instagram and see full video/captions.

Did it even go viral if it wasn’t featured on The Late Show with Stephen Colbert? 🦀 Crab Trapper, our newest innovation made in collaboration with @uofnh and @nhseagrant, has been featured in Forbes, Food & Wine, CBS Mornings with Gayle King, Tony D
Learn more about how turning green crabs into whiskey was the surprising next step in our dedication to sustainable distilling. Hear from Dr. Gabby Bradt, Fisheries Extension Specialist for @nhseagrant and @uofnh Cooperative Extension and Will Robins
After hitching a ride on a European merchant ship in the mid-1800s, the green crab reached the shores of New England — and has been terrorizing our most vulnerable ecosystems ever since. Commonly considered one of the world’s worst invasive species,
Our limited-edition Green Crab Bourbon was a logical next step in our ongoing dedication to environmentally friendly distilling. We sourced thousands of invasive green crabs from Seabrook-based fisherman Dwight Souther, which we cleaned and cooked in
🦀 Crab Trapper restock! 🦀 Our viral green crab flavored whiskey is once again available for pick-up and statewide shipping starting August 27th. Link in bio to snag your bottle!

If you find this initiative as fascinating as I do and/or you’re a whiskey head looking to nerd out, here’s Will Robinson, Distiller and Product Developer at Tamworth Distilling, chatting about Crab Trapper’s production on NPR.

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