Skrewball lands in European airports
Pernod Ricard-backed peanut butter-flavoured Skrewball whiskey has arrived in European travel retail in partnership with Gebr Heinemann.
The brand is now available for an RRP of €24.99 (US$29) at Heinemann Duty Free stores in Frankfurt, Istanbul, Antalya, Berlin, Copenhagen, Oslo and Munich airports.
Ruediger Stelkens, director of commercial global LTC (liquor, tobacco, confectionery) at Gebr Heinemann, said: “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.”
Skrewball was founded by Steven Yeng and his wife, Brittany Yeng, in 2018.
The 35% ABV peanut butter-flavoured whiskey had sold 500,000 nine-litre cases by 2022, with Pernod Ricard taking a majority stake in the brand in March 2023.
Pernod Ricard said the brand has seen ‘exceptional growth’ across its global travel retail channel in the Americas and Pacific regions. The brand has grown by 94% versus last year and its rolling 12-month sales have increased by 95%, according to the French firm.
Additionally, Pernod Ricard cited a Market.us report that projects the global flavoured whisky market to reach US$35.7 billion by 2034, with a CAGR (compound annual growth rate) of 6.5% between 2025 and 2034. In 2024, Europe also accounted for 45.8% of the global flavoured whisky market, valued at US$8.7bn.
Rae Gibson, director of power brands and emerging categories at Pernod Ricard Global Travel Retail, added: “Skrewball has such a unique brand story and a flavour profile that captures hearts the world over.
“It’s fast approaching a presence in 30 markets (domestic and GTR) and has surpassed three million cases globally since launching eight years ago, which for a seed brand is amazing.
“We’re thrilled to support its expansion into European travel retail and look forward to seeing the response from Heinemann Duty Free shoppers.”
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