EUROPE. Pernod Ricard Global Travel Retail (PR GTR) is introducing super-premium peanut butter-flavoured American whiskey Skrewball to European markets in partnership with Gebr. Heinemann.
The launch, with 1-litre bottles of the brand appearing on shelf from this month, runs across Heinemann Duty Free stores (and outlets where Gebr. Heinemann is a JV or supply partner) at Frankfurt, Istanbul, Antalya, Berlin, Copenhagen, Oslo and Munich airports, with a recommended retail price of €24.99.
A Pernod Ricard statement said the launch in Europe “represents a strategic step in the brand’s continued expansion, bringing its bold personality and award-winning taste to a new audience of international travellers, including those who don’t generally shop the traditional whiskey category”.
Skrewball continues to deliver “exceptional growth”, noted the brand owner, with both the Americas and Pacific regions contributing. Year-to-date, the brand has grown +94% versus last year in the travel-retail channel, while rolling 12-month sales have increased +95%.
The brand was born in 2018 from a best-selling cocktail served at Founder Steve Yeng’s restaurant in Ocean Beach, California, with the combination of sweet and savoury flavours proving a hit.
Pernod Ricard Global Travel Retail Director, Power Brands and Emerging Categories Rae Gibson said, “Skrewball has such a unique brand story and a flavour profile that captures hearts the world over.
“It is fast approaching a presence in 30 markets (domestic and GTR) and has surpassed 3 million cases globally since launching eight years ago, which for a seed brand is amazing. We’re thrilled to support its expansion into Europe travel retail and look forward to seeing the response from Heinemann Duty Free shoppers.”
Gebr. Heinemann Director Commercial Global LTC Ruediger Stelkens added, “At Heinemann, we are always looking for products that bring fresh momentum to our assortment and create memorable discoveries for our customers.
“Skrewball is a distinctive brand with a strong personality and a flavour profile that clearly stands out in the whiskey category. As the first travel retailer in Europe to launch Skrewball, we are excited to introduce this innovative spirit to international travellers.”
Pernod Ricard highlighted flavoured whiskey’s transformation from a niche innovation into a mainstream category.
According to a Market.us report cited by the brand owner, the Global Flavoured Whisky Market is projected to reach US$35.7 billion by 2034, rising from US$19 billion in 2024, with a CAGR of +6.5% between 2025 and 2034. In 2024, Europe accounted for 45.8% of the global flavoured whiskey market, at a value of US$8.7 billion. ✈
