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Pernod Richard Acquires Majority Stake in Skrewball Peanut Butter Whiskey


Pernod Ricard is riding the trend of flavoured whiskey with its latest majority-stake acquisition of fast-growing peanut butter-flavored American whiskey brand Skrewball. 

Skrewball is a whiskey brand founded by husband and wife duo Steven and Brittany Yeng in 2018. Since then, Skrewball has been rapidly growing in popularity, even surpassing half a million nine-liter cases sold in 2022. In fact, Skrewball is said to be among the highest selling flavoured whiskeys in the U.S., third to Fireball Cinnamon Whiskey and Crown Royal Regal Apple Whisky.


Husband and wife co-founders Steven and Brittany Yeng (Image source: Forbes)


The decision to make peanut butter flavored whiskey was actually inspired by Steven's experiences coming to America as a Cambodian refugee at the age of seven. When Steven and his family first arrived, the family was frequently sent baskets of food from their sponsors - many of which would contain fruit, bread, and most memorably, peanut butter.

Founder Steven once remarked that peanut butter "still reminds me of that first taste of freedom every time I have it, and I eat it daily.”


Steven and his family at the refugee camp (Image source: Thrillist, courtesy of Steven Yeng)


It was also during his early days at the refugee camp in America that Steven lost his legs due to complications from polio. As a result, the wheelchair bound Steven - who also didn't speak much English - grew quickly familiar with the experience of being an oddball. Musing on his experience growing up, So, imagine a kid that didn’t speak a word of English, was in a wheelchair, and was extremely poor, and I would wear the same clothes a lot of the time. Fitting in was really tough."

Consequently, the couple launched Skrewball whiskey as an ode to misfits, black sheeps and skrewballs.

Despite it's humble beginnings, it is clear the Skrewball has come a long way, with the latest acquisition by Pernod Ricard being a huge validation of the brand's success and further growth potential.

According to Ann Mukherjee, CEO of Pernod Ricard North America:

“Skrewball has proven its uniqueness and success with a large audience, so we are delighted to have this brand as part of our portfolio. 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."

 

Kanpai!

 

88 Bamboo Editorial Team