Pernod Ricard-owned Skrewball Whiskey, known for its super-premium peanut butter flavour, has highlighted its rapid growth across travel retail, establishing itself as one of the fastest-growing flavoured whiskey brands outside the USA.
Its distinctive flavour and playful branding have helped the secure the expression’s status as the original peanut butter whiskey in the channel, appealing to both traditional whiskey consumers and travellers seeking a flavour-forward experience.
Skrewball is tapping into the flavoured spirits boom in travel retail, where sampling, or ‘liquid to lips’, remains a key conversion strategy.
Cruise line sales now represent more than 70% of the brand’s travel retail revenue, driven by the popularity of its tropical cocktail offerings, such as the Island of Misfits.
Skrewball engages cruise travellers seeking distinctive flavours with its signature serves, including Salty Nut, Piña Colada and Skrewball & Coconut Water, showcasing the versatility of its peanut butter flavour.
The same sense of discovery drives Skrewball’s airport strategy, supported by premium pricing and high conversion rates from tasting activations at key hubs. These include Punta Cana, Cancún, Santo Domingo Las Américas, São Paulo and New York JFK airports.
From three markets in 2021 to more than 20 in 2025, the brand underscores how distinctive flavour combined with travel retail engagement can drive rapid international growth.
Skrewball Whiskey Global Business Acceleration Director Juan Manuel Gomez said: “Skrewball’s success in global travel retail comes down to its ability to surprise and delight. Travellers may approach the brand with curiosity, but once they taste it, everything changes.
“Its versatility onboard, strong sampling performance in duty free and the universal appeal of its flavour profile have made it a natural conversation starter across markets. We’ve seen that when we meet consumers in moments of fun, relaxation and discovery, whether on a cruise ship or in a major airport, Skrewball not only stands out, it wins.” ✈
