Following strong growth in the Americas, Pernod Ricard Global Travel Retail (PR GTR) is expanding Skrewball Peanut Butter Whiskey into Europe with Heinemann.
The launch, which will see 1L bottles on shelf from July, represents a strategic step in the brand’s continued expansion. It brings the world’s first super-premium peanut butter flavored American whiskey to a new audience of international travelers, including those who don’t generally shop the traditional whiskey category, says the company.
Skrewball Whiskey’s combination of sweet and savory has proven to be a hit with whiskey lovers and cynics alike.
It was born in 2018 from a bestselling cocktail served at Founder Steve Yeng’s restaurant in Ocean Beach, in San Diego, California.
Travel Markets Insider’s Michael Pasternak traveled to San Diego earlier this year to learn about how Skrewball Peanut Butter Whiskey’s success in the United States and now the world is part of Yeng’s embodiment of living the American dream.
Yeng was born in Cambodia. When he was just one year old he was diagnosed with polio, which left his right leg permanently paralyzed. Seeking medical help, Yeng and his family crossed the border into Thailand, where they lived in a refugee camp.
“We went to a refugee camp for six years, where we were standing in line for food and water. It was essentially like a prison. Then a kind couple decided to foster us, and that is how we got to Ocean Beach. We were skin and bones,” says Yeng.
Peanut Butter has played a role in Yeng’s story since he first came to the United States. It was often in baskets of food his family received, and the flavor has stuck with him.
“Peanut butter definitely reminds me that although I went through a lot of hardship when I was young, there’s a lot of kindness. America is still the greatest country in the world, with really kind and just amazing people,” he says.”
In Ocean Beach, Yeng’s family started working at a donut shop, which they eventually bought.
“I learned a lot about hard work and hospitality, and then I end up opening my bars and restaurants,” he says.
It was in his bar that Skrewball was created. Along with his wife Brittany, who has a background in chemistry, the couple experimented adding peanut butter, originally with Jameson, until they eventually found a winning combination.
“We would literally create stuff in our garage. We would blend, and then I would bring it to the restaurant, and we would see people’s true reaction of what is this? And so after 68 tries, we had it,” he says.
Tasting Skrewball has been a key part of the brand’s success from the beginning, and today the brand has an ingrained global sampling strategy. Try a shot, pour over ice, or mix it into a Skrewball Old Fashioned.
“Tasting Skrewball is the most important thing,” says Yeng. “That is what really got us going, when people tried something that was surprisingly delicious.”
Growing consumer demand for premium spirits with distinctive taste profiles has transformed flavored whiskey from a niche innovation into a mainstream category. According to a Market.us report, the Global Flavored Whisky Market is projected to reach USD 35.7 billion by 2034, rising from USD 19 billion in 2024, with a CAGR of 6.5% between 2025 and 2034. In 2024, Europe accounted for 45.8% of the global flavored whiskey market, valued at USD 8.7 billion.
Skrewball continues to deliver exceptional growth across Pernod Ricard Global Travel Retail, with both the Americas and Pacific regions contributing to the brand’s continued momentum. Year-to-date, the brand has grown +94% versus last year, while rolling 12-month sales have increased by +95%, reflecting strong consumer demand and successful expansion across key travel retail channels.
“Skrewball has such a unique brand story and a flavor profile that captures hearts the world over. It’s fast approaching a presence in 30 markets (domestic and GTR) and has surpassed three million 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,” says Rae Gibson, Director, Power Brands and Emerging Categories, Pernod Ricard Global Travel Retail.
Ruediger Stelkens, Director Commercial Global LTC from Gebr. Heinemann, added: “At Heinemann, we are always looking for products that bring fresh momentum to our assortment and create memorable discoveries for our customers. Skrewball is a distinctive brand with a strong personality and a flavor profile that clearly stands out in the whiskey category. As the first travel retailer in Europe to launch Skrewball, we are excited to introduce this innovative spirit to international travelers.”
Skrewball Peanut Butter Whiskey, 35% ABV, will be on sale in Heinemann Duty Free stores in Frankfurt, Istanbul, Antalya, Berlin, Copenhagen, Oslo and Munich airports at an RRP of €24.99
