Pernod Ricard has joined Campari Group in partnering with a flavoured American whiskey start-up, acquiring control of Skrewball in the US.
The US$28-per-bottle peanut butter-flavoured brand, founded by Steven and Brittany Yeng five years ago, will come under the supervision of the group’s US division. The size of the stake and the price paid were not disclosed in today’s announcement.
The move comes seven months after Campari spent US$15m on a 15% stake in banana-flavoured Bourbon Howler Head. In November, the multinational group added to the holding with the purchase of 15% of the brand’s owner, Catalyst Spirits.
“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,” said Pernod Ricard North America CEO Ann Mukherjee. “We are looking forward to … a successful journey ahead.”
In June last year, California-based Skrewball, which is available in Canada, the Caribbean and the US, released a 10cl-can pack option.
