THE owner of Scotch distilling giant Chivas Brothers has acquired the “world’s first super-premium peanut butter flavoured American whiskey”.
The US division of Pernod Ricard has declared it is “looking forward to unlocking the magic” of Skrewball following its acquisition from founders Steven and Brittany Yeng.
Pernod Ricard USA said the brand has become “established as consumer favourite in the flavoured whisky category” since it was established in 2018, having surpassed the “symbolic milestone” of selling half a million nine-litre cases in 2022.
READ MORE: Artisanal declares £2.5 million facility will bring ‘real step change’
Pernod said flavoured whiskeys appeal to range of consumers beyond traditional drinkers, with the acquisition following its launch of Jameson Orange into the whiskey category last year. It noted that Skrewball works well when consumed straight or over ice, and in cocktails.
“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 chief executive 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.”
READ MORE: Major UK banks recover poise after fresh turbulence on stock market
Steven and Brittany Yeng in a statement: “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.”
Asked whether Pernod plans to introduce the product to Scotland, a spokeswoman said the initial focus will be on existing markets: the US, Canada and Puerto Rico.
Why are you making commenting on HeraldScotland only available to subscribers?
It should have been a safe space for informed debate, somewhere for readers to discuss issues around the biggest stories of the day, but all too often the below the line comments on most websites have become bogged down by off-topic discussions and abuse.
heraldscotland.com is tackling this problem by allowing only subscribers to comment.
We are doing this to improve the experience for our loyal readers and we believe it will reduce the ability of trolls and troublemakers, who occasionally find their way onto our site, to abuse our journalists and readers. We also hope it will help the comments section fulfil its promise as a part of Scotland's conversation with itself.
We are lucky at The Herald. We are read by an informed, educated readership who can add their knowledge and insights to our stories.
That is invaluable.
We are making the subscriber-only change to support our valued readers, who tell us they don't want the site cluttered up with irrelevant comments, untruths and abuse.
In the past, the journalist’s job was to collect and distribute information to the audience. Technology means that readers can shape a discussion. We look forward to hearing from you on heraldscotland.com
Comments & Moderation
Readers’ comments: You are personally liable for the content of any comments you upload to this website, so please act responsibly. We do not pre-moderate or monitor readers’ comments appearing on our websites, but we do post-moderate in response to complaints we receive or otherwise when a potential problem comes to our attention. You can make a complaint by using the ‘report this post’ link . We may then apply our discretion under the user terms to amend or delete comments.
Post moderation is undertaken full-time 9am-6pm on weekdays, and on a part-time basis outwith those hours.
Read the rules here