Pernod Ricard to acquire majority stake in Skrewball whiskey

Pernod Ricard announced on March 21, 2023, an agreement to acquire a majority stake in Skrewball, a super-premium American whiskey. Founded in 2018, Skrewball was the first peanut butter flavored whiskey on the market.

The acquisition adds a complementary brand to Pernod Ricard's spirits and wine portfolio, aligning with the company's strategy focused on consumer centricity and premiumization. The flavored whiskey category is one of the fastest-growing spirits segments in the U.S., representing a quarter of global whiskey sales.

"Skrewball has proven its uniqueness and success with a large audience, so we are delighted to have this brand as part of our portfolio," said Ann Mukherjee, Chairman and CEO of Pernod Ricard North America. "With a product that brings an iconic American flavor to the spirits world, Steven and Brittany have found a true point of difference in the category."

Founders Steven and Brittany Yeng expressed excitement for the brand's future 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."

The deal expands Pernod Ricard's diverse range of well-known spirits and wine brands. Flavored whiskeys appeal to a wider consumer base than traditional whiskey drinkers. In 2022, Skrewball surpassed a sales milestone of half a million nine-liter cases.