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Skrewball heads down under
Peanut butter-flavoured American whiskey brand Skrewball has progressed its international expansion plans by entering Australia and New Zealand.
The brand sold a majority share to French firm Pernod Ricard last year, for an undisclosed sum. With Pernod’s global reach and strategy, it hopes to reach “new heights”.
It is now available at major retailers in both New Zealand and Australia for AU$65 per 750ml bottle.
Outside of the US, it is also available in Canada and Puerto Rico.
The brand’s co-founders, Steven and Brittany Yeng, said: “It’s no surprise ‘black sheep’ feel right at home in both Australia and New Zealand with their vibrant cultures and zest for life.
“Now we can offer them a drink that embodies that same spirit of adventure and individuality. Seeing our iconic bottles on shelves and bars here is a dream come true, and we’re excited for Aussies and Kiwis to experience Skrewball in their own unique way.”
The brand was founded in 2018 by Steven, a Cambodian refugee, and Brittany, a chemist turned lawyer. The pair decided to create Skrewball after peanut butter cocktails Steven made at his bar Ocean Beach in San Diego took off in popularity.
They said their origins resonate with the spirit of Australians and New Zealanders, who are ‘known for their rich cultural diversity, immigrant heritage and craving for the uncommon’.
To promote the flavoured whiskey, the brand will host various in-market events and pop-ups, and its sheep van will be seen touring in both countries.
Pernod Ricard Pacific’s portfolio includes Absolut, Chivas Regal and Jameson.
The French firm recently created a global brand company called North American Distillers (NADL) for its American whiskey portfolio, which includes Skrewball.
In 2022, Skrewball sold 500,000 nine-litre cases. The flavoured spirits sector is expected to grow to US$50.77 billion by 2029.
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