Pernod Ricard, looking to extend its footprint in the flavored whiskey category, has acquired Skrewball, a super-premium peanut butter flavored American whiskey, for an undisclosed amount.
Founded in 2018, by Steven and Brittany Yeng, Skrewball was the first peanut butter flavored whiskey that is said to offer a smooth, nutty taste. It has since been established as a consumer favorite in the flavored whiskey category, with the brand surpassing the symbolic milestone of half-a-million nine-liter cases sold in 2022.
Flavored whiskeys, noted Pernod Ricard in a prepared statement, “appeal to a wide range of consumers, going beyond traditional whiskey lovers. It remains one of the fastest growing spirits categories in the US, representing a quarter of the overall whiskey sales in the world-leading market.”
The acquisition comes on the back of the successful launch of Jameson Orange into the flavored whiskey category last year.
“Skrewball has proven its uniqueness and success with a large audience, so we are delighted to have this brand as part of our portfolio” said Ann Mukherjee, Chairman and CEO of Pernod Ricard North America. “With a product that brings an iconic American flavor to the spirits world, Steven and Brittany have found a true point of difference in the category. We are looking forward to unlocking the magic of this brand and a successful journey ahead.”
“It’s overwhelming to see how far we’ve come with a ‘screwball’ idea and a dream,” added Steven and Brittany Yeng. “We are very excited to see what the future holds for this brand under Pernod Ricard. The engine behind the company – its strategy, global reach and brand building expertise – will greatly support in taking the brand to new heights and we are excited to see it soar.”
Skrewball, for those that don’t know its origin story, was founded by Steven Yeng, a Cambodian refugee, and his wife Brittany, a former chemist who became a lawyer. Steven discovered his love of peanut butter shortly after arriving in the United States. Later, he began to integrate the quintessential, American nut butter into a top-selling cocktail at a bustling downtown Ocean Beach (San Diego) bar he ran.
Seeing the popularity, Brittany took this and helped turn it into a shelf-stable whiskey with her chemistry background. Skrewball Peanut Butter Whiskey has won several awards, including the Best Flavored Whiskey award at the New York World Wine and Spirits Competition. The brand rapidly expanded in the US, Canada, and the Caribbean.
Nino Kilgore-Marchetti is the founder and editor-in-chief of The Whiskey Wash, an award winning whiskey lifestyle website dedicated to informing and entertaining consumers about whisk(e)y on a global level. As a whisk(e)y journalist, expert and judge he has written about the subject extensively, been interviewed in various media outlets and...