Pernod Ricard USA has acquired a majority stake in Skrewball, the super-premium whiskey brand which is known for its peanut butter flavour. The terms of the deal were not disclosed.
Founded in 2018, Skrewball sold over 500,000 nine-litre cases in 2022 and has won several awards, including the Best Flavored Whiskey award at the New York World Wine and Spirits Competition.
It has also quickly become popular with bartenders and mixologists across the US.
The partnership adds to the French distiller’s comprehensive portfolio of spirits and wine brands. It also follows the launch of Jameson Orange into the flavoured whiskey category last year.
Pernod Ricard noted that the acquisition is in line with its consumer-centric and premiumisation strategy.
It also pointed out that flavoured whiskeys appeal to a wide range of consumers, going beyond traditional whiskey enthusiasts. It remains one of the fastest-growing spirits categories in the US, accounting for a quarter of overall whiskey sales in the world-leading market.
Skrewball Peanut Butter Whiskey founders Steven and Brittany Yeng also commented: “It’s overwhelming to see how far we’ve come with a ‘screwball’ idea and a dream.”
“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.”
Pernod Ricard North America Chairman and CEO Ann Mukherjee said: “Skrewball has proven its uniqueness and success with a large audience, so we are delighted to have this brand as part of our portfolio.
“With a product that brings an iconic American flavour 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.” ✈
