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The French group Pernod Ricard, leader in its sector, is taking a majority stake in Skrewball, a peanut-flavored whisky.
Pernod Ricard‘s U.S. subsidiary today signed an agreement to acquire a majority stake in Skrewball, America’s first peanut-flavored whiskey.
This transaction will enable the world’s co-leader in wines and spirits to expand its portfolio of iconic brands, which includes names such as Ricard, Suze, Absolut, Havana Club, Mumm champagnes and many others. It is part of a historical strategy focused on the consumer and premiumization. This new agreement follows the successful launch last year of Jameson Orange, a sweet whisky with orange and spicy vanilla flavors.
Flavored whiskies are part of a growing category in the United States, which ranks among the world’s largest consumers. In addition to fans of the dark spirit, this type of whiskey appeals to a wide range of customers, with one of the fastest growing spirits categories in the U.S. It accounts for a quarter of total whiskey sales in the country.
Whether neat or in a cocktail, with or without ice, long or short, Skrewball whisky has quickly become the favorite brand of American mixologists and bartenders.
Skrewball : young and already conquering the world
The Skrewball story began in 2018. Founded by Steven and Britanny Yeng, this premium alcohol brand blends the flavors of whiskey with the smoothness of peanuts. This tasty, gourmet blend has established itself across the Atlantic as one of the most popular spirits within the flavored whiskey category. This has allowed the family business to pass the half-million-case mark in 2022.
“Skrewball has proven to be original and successful with a wide audience. We are excited to add this brand to our portfolio,” Ann Mukherjee, CEO of Pernod Ricard North-America, said in a statement. “By bringing an inimitable American flavor to the spirits world, Steven and Brittany have found a true point of differentiation. We will be proud to share in the magic of this brand and help it flourish.”
The couple at the helm of Skrewball also expressed their excitement: “We’ve come a long way from that crazy idea, that crazy dream! We are looking forward to seeing our brand evolve within the Pernod Ricard group. Its strength, strategy, global network and brand development expertise will help take Skrewball to new heights“.
A unique marriage between the alcohol giant and a promising and gourmet young company!
Read also >Kim Jones x Hennessy X.O : the collab that marries cognac and couture
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The French group Pernod Ricard, leader in its sector, is taking a majority stake in Skrewball, a peanut-flavored whisky.
Pernod Ricard‘s U.S. subsidiary today signed an agreement to acquire a majority stake in Skrewball, America’s first peanut-flavored whiskey.
This transaction will enable the world’s co-leader in wines and spirits to expand its portfolio of iconic brands, which includes names such as Ricard, Suze, Absolut, Havana Club, Mumm champagnes and many others. It is part of a historical strategy focused on the consumer and premiumization. This new agreement follows the successful launch last year of Jameson Orange, a sweet whisky with orange and spicy vanilla flavors.
Flavored whiskies are part of a growing category in the United States, which ranks among the world’s largest consumers. In addition to fans of the dark spirit, this type of whiskey appeals to a wide range of customers, with one of the fastest growing spirits categories in the U.S. It accounts for a quarter of total whiskey sales in the country.
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The French group Pernod Ricard, leader in its sector, is taking a majority stake in Skrewball, a peanut-flavored whisky.
Pernod Ricard‘s U.S. subsidiary today signed an agreement to acquire a majority stake in Skrewball, America’s first peanut-flavored whiskey.
This transaction will enable the world’s co-leader in wines and spirits to expand its portfolio of iconic brands, which includes names such as Ricard, Suze, Absolut, Havana Club, Mumm champagnes and many others. It is part of a historical strategy focused on the consumer and premiumization. This new agreement follows the successful launch last year of Jameson Orange, a sweet whisky with orange and spicy vanilla flavors.
Flavored whiskies are part of a growing category in the United States, which ranks among the world’s largest consumers. In addition to fans of the dark spirit, this type of whiskey appeals to a wide range of customers, with one of the fastest growing spirits categories in the U.S. It accounts for a quarter of total whiskey sales in the country.
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