Skrewball Whiskey: A Bold New Flavor Adventure

Flavored whiskey isn't a novel concept. American, Canadian, and Irish brands have all been exploring this niche market for years. What sets Skrewball Whiskey apart, however, is its distinctive demographic appeal and unique flavor profile.

While younger millennial drinkers may not traditionally gravitate towards whiskey, Skrewball offers an enticing entry point into the category with its innovative twist. This peanut butter whiskey stands out, claiming to be "a little salty, a little sweet, a little savory, and always smooth."

Introducing the 'Skrew the Usual' Campaign

Skrewball's latest campaign, crafted by The Martin Agency, perfectly encapsulates its brand ethos: "Skrew the Usual." This fresh and engaging campaign features two 15-second spots and a 30-second spot, aiming to captivate both new and seasoned whiskey drinkers. The campaign has just made its debut through online video, social media, and search platforms. In June, it will expand its reach with out-of-home (OOH) ads in key markets such as Chicago, Los Angeles, and New York.

Excitement Around Flavored Whiskey

“It’s an incredibly exciting time for flavored whiskey as it continues to experience growth in the U.S., and especially exciting for Skrewball as the world’s first peanut butter whiskey,” said Kuppy Sampale, brand director of Skrewball Whiskey, in a conversation with Agency Daily.

Sampale elaborated on the new campaign, emphasizing its appeal to both adventurous flavor-seekers and traditional whiskey enthusiasts who may not have tried Skrewball before. "We want everyone to give Skrewball a shot — literally," she added.

Skrewball's Market Position and Achievements

Launched in 2018, Skrewball has quickly ascended to become the No. 1 premium brand in the flavored whiskey category (priced at $25+), both in terms of value and volume. It also ranks as the No. 5 brand overall, according to Nielsen. The brand has earned accolades, including the Best Flavored Whiskey award at the New York World Wine and Spirits Competition and multiple SIP Awards from consumer judges.

The Rise of Flavored Whiskey

According to Nielsen IQ, flavored whiskey is now a $1.5 billion category, making up 20% of all U.S. whiskey sales. In recent years, flavored whiskey sales have surpassed those of unflavored whiskey, a trend supported by data from Southern Glazer’s distributors. Since 2019, the number of flavored whiskeys available has exceeded 1,000 options, highlighting the burgeoning interest and innovation within this segment.

As Skrewball Whiskey continues to shake up the market with its bold flavors and engaging campaigns, it invites whiskey lovers and newcomers alike to "Skrew the Usual" and explore the delightful, savory world of peanut butter whiskey.