Pernod Ricard to acquire majority stake in Skrewball

Pernod Ricard USA has announced the signed agreement of the acquisition of a majority stake in Skrewball, a super-premium US-based peanut butter flavoured whisky brand.

The partnership adds another brand to Pernod Ricard’s comprehensive portfolio, and the acquisition is said to be a perfect opportunity to continue building on its longstanding consumer centric and premiumization strategy. The announcement follows on from the launch of Jameson Orange into the flavoured whisky category.

Skrewball was founded in 2018 by Steven and Brittany Yeng and the brand celebrated surpassing the milestone of half-a-million nine-litre cases sold in 2022.

The founders commented on the announcement: “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.”

Debevoise & Plimpton LLP acted as legal advisor to Pernod Ricard, while Perella Weinberg Partners acted as financial advisor to Skrewball, with the founders and Latham & Watkins LLP acted as their legal advisor.

Pernod Ricard North America CEO Ann Mukherjee added: “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. We are looking forward to unlocking the magic of this brand and a successful journey ahead.”

22 March 2023 - Bradley Weir