The global travel retail (GTR) division of Pernod Ricard has struck a deal with channel operator Heinemann to host its Skrewball peanut butter-flavoured whiskey in Europe.
The brand, in which Pernod Ricard bought majority control just over three years ago, will go on sale through Heinemann in the coming days. Available in 1-litre bottle format, the flavoured American whiskey will be available at airports in Antalya, Berlin, Copenhagen, Frankfurt, Istanbul, Munich and Oslo.
The per-unit SRP has been set at EUR24.99 (US$28.50).
“Skrewball has such a unique brand story and a flavour profile … ,” said Pernod Ricard’s GTR power brands & emerging categories director, Rae Gibson. “It’s fast approaching a presence in 30 markets (domestic and GTR) and has surpassed 3m cases globally since launching eight years ago, which for a seed brand is amazing.
“We’re thrilled to support its expansion into Europe travel retail and look forward to seeing the response from Heinemann Duty Free shoppers.”
Today’s news comes almost exactly two years after Skrewball was rolled out to Australia and New Zealand by the brand owner’s Pacific unit.
