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Skrewball sells majority share to Pernod Ricard

Pernod Ricard has agreed to buy a majority stake in the world’s first peanut butter-flavoured American whiskey, Skrewball.

Skrewball whiskey
Skrewball released a 100ml can format in 2022

Steven and Brittany Yeng established Skrewball in 2018, which sold 500,000 nine-litre cases in 2022.

The financial details of the deal have not been disclosed.

Ann Mukherjee, chairman and CEO of Pernod Ricard North America, 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.”

Pernod Ricard said flavoured whiskey was one of the fastest-growing spirits categories in the US, accounting for a quarter of all whiskey sales in the market.

The company also noted the potential it sees for flavoured whiskey in cocktails.

In 2022, Skrewball released a 100ml can format to its range; the whiskey is available in 750ml, 375ml, 200ml, 50ml and one-litre bottles.

Steven and Brittany Yeng commented: “It’s overwhelming to see how far we’ve come with a ‘skrewball’ 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.”

Earlier this year, we looked at some of the biggest spirits acquisitions in recent years.

Pernod Ricard recently released an ‘accessible’ mezcal as part of its Del Maguey brand.

The French drinks company, whose portfolio includes Jameson Irish whiskey and Absolut vodka, reported ‘very strong’ sales for the first half of its 2023 fiscal year. Organic sales rose by 19% during the period, with double-digit growth across all spirits sectors.

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