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Pernod Ricard USA has signed an agreement to acquire a majority stake in Skrewball, a premium peanut butter-flavoured American whiskey brand. Skrewball was founded in 2018 by Steven and Brittany Yeng and is said to offer a smooth and nutty taste. The acquisition marks Pernod Ricard's latest foray into the flavoured whiskey category and follows the launch of Jameson Orange in 2021. Ann Mukherjee, chairman and CEO of Pernod Ricard North America, said: “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 flavour to the spirits world, Steven and Brittany have found a true point of difference in the category.” The Yengs added: “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.” Financial terms of the deal were not disclosed.
