Retail / article
Gebr. Heinemann and Pernod Ricard bring Skrewball whiskey to European travel retail
Pernod Ricard Global Travel Retail and Gebr. Heinemann have partnered to introduce Skrewball, a peanut butter-flavored American whiskey, to European duty-free stores this month. The launch spans seven airports across Europe.
The super-premium whiskey, known for its sweet and savory peanut butter profile, will be available in 1-liter bottles at Gebr. Heinemann stores or partner outlets in Frankfurt, Istanbul, Antalya, Berlin, Copenhagen, Oslo and Munich airports. The recommended retail price is €24.99.
Skrewball has been experiencing rapid growth in travel retail, with year-to-date sales up 94% versus the previous year and rolling 12-month sales increasing 95%. The brand has already seen strong performance in the Americas and Pacific regions.
Gebr. Heinemann Director Commercial Global LTC Ruediger Stelkens said the company is always seeking products that bring fresh momentum to its assortment and create memorable discoveries for customers.
Skrewball was created in 2018 from a best-selling cocktail served at founder Steve Yeng's restaurant in Ocean Beach, California. The brand's unconventional flavor profile aims to attract travelers who typically do not shop the traditional whiskey category.