Pernod Ricard takes majority stake in peanut butter flavored whiskey Skrewball
Founded in 2018, the San Diego brand surpassed the milestone of half-a-million nine-liter cases sold in 2022.
From cocktails to whiskey creations
Skrewball Whiskey was founded by Steven Yeng, a Cambodian refugee, and his wife Brittany, a former chemist. Steven discovered his love of peanut butter shortly after arriving in the US; and later integrated the flavor into his top-selling cocktail at the Ocean Beach (San Diego) bar he ran. Seeing the popularity, Brittany took the idea into a shelf-stable whiskey with her chemistry background.
Pernod Ricard highlights the potential of flavored whiskey in appealing to a wide range of consumers beyond traditional whiskey drinkers. It remains one of the fastest growing spirits categories in the US, representing a quarter of the overall whiskey sales in the world-leading market.
Embracing your inner Skrewball comes in many shapes and sizes! Which is your favorite? pic.twitter.com/48cRepjEa0— Skrewball Whiskey (@skrewballwhsky) March 4, 2023
“The partnership adds a complementary brand to Pernod Ricard’s comprehensive portfolio of iconic spirits and wine brands and a perfect opportunity to continue building on its longstanding consumer centric and premiumization strategy,” says the Paris-headquartered wine and spirits giant.
“While Skrewball tastes great when consumed straight or on the rocks, it also shines in premium craft cocktails and has quickly become a favorite with bartenders and mixologists across the US."
Steven and Brittany Yeng said: “It’s overwhelming to see how far we’ve come with a ‘screwball’ 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.”