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Wine and spirits multinational Pernod Ricard has announced that the company has signed an agreement to acquire a majority stake in Skrewball, a producer of flavoured whiskey
Skrewball was founded in 2018 and produces a peanut butter whiskey that is now available in the US, Canada and the Caribbean.
“Skrewball has proven its uniqueness and success with a large audience, so we are delighted to have this brand as part of our portfolio”, commented Ann Mukherjee, chairman and CEO of Pernod Ricard North America. “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. We are looking forward to unlocking the magic of this brand and a successful journey ahead”.
Flavoured whiskey remains one of the fastest growing spirits categories in the US, now representing a quarter of overall whiskey sales, Pernod Ricard added.
Steven and Brittany Yeng, founders of Skrewball, commented: “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”.
Financial details of the deal were not disclosed.
Source: Pernod Ricard
