Our unique interview with the founders of Skrewball Whiskey celebrates the revolutionary model that’s driving the spirits world nuts and has captured the hearts and palates of whiskey lovers across the globe.
Chilled chats with the visionaries behind this distinctive model to achieve perception into their journey, inspiration, and the secrets and techniques behind Steven and Brittany’s Skrewball story.
Inform us what’s new at Skrewball Whiskey.
Final yr we entered a really thrilling partnership with Pernod Ricard USA, giving us the proper alternative to spice up our technique, attain extra individuals globally and sharpen our brand-building expertise. Partnering with one of many world’s main spirits producers is a real testomony to the Skrewball spirit, and we’re so excited to quickly share what’s been within the works for upcoming model partnerships, world alternatives and extra ‘screwball’ activations for our customers to take pleasure in.
Speak to us about your whiskey’s enormous success.
We happily have been welcomed by the misfits as unlikely spirits model founders, and as soon as we had been in a position to get the product in individuals’s arms it spoke for itself. The expansion of the model has been every little thing we may have dreamed of – Skrewball Whiskey had one of many quickest market rollouts within the historical past of the spirits trade. It’s grown into a global shopper favourite, confirmed by our 2021 shopper retail progress price of 1,976%, after we bought over 1M instances in simply our third yr in the marketplace.
What impressed your whiskey?
All of it started with formulating a inventive shot in a Yeng family-owned bar in San Diego. The shot was impressed by Steve’s love for peanut butter, which was born from care packages he and his household had obtained as refugees in america. We shortly realized individuals cherished the shot as a lot as we did, and after we had the concept to bottle peanut butter whiskey, I checked out my husband and mentioned “We are able to try this. How laborious can or not it’s?”
Seems, it was a lot more durable than anybody ever may have defined to me at first. But, we took a shot and had been in a position to do one thing nobody may have predicted. Irrespective of what number of obstacles we confronted and dangers we took, I simply knew we’d make it work in some way.
What are bartenders doing with Skrewball behind the bar?
Skrewball is scrumptious on the rocks or combined into virtually any cocktail conceivable. We advocate it neat with a salty rim for what we name our ‘Salty Nuts Shot’ for easy, candy, and savory taste. I personally adore it in a Peanut Butter Espresso Martini for a twist on the traditional crowd favourite. Many bartenders additionally like to make use of the distinctive flavors to create revolutionary cocktails that play into customers’ nostalgic love of peanut butter, making their very own variations of PB&J photographs with raspberry liquors or Reese’s impressed photographs with chocolate bitters.
What are a few of the key elements you’d like bartenders to find out about your whiskey?
We’ve by no means wavered from our perception that Skrewball is a drink that may be loved by anybody, and that peanut butter whiskey has the ability to convey individuals collectively, from seasoned whiskey drinkers to first timers. We would like bartenders in all places to know simply how versatile it’s; we don’t set limits on what’s doable with our whiskey. There are quite a few surprising flavors that Skrewball pairs shockingly effectively with, like fruit-forward mixers akin to pineapple or coconut. We problem experimentation and suppose bartenders will probably be stunned with the outcomes.
What components combine greatest? What are a few of your hottest cocktails and why?
Basic Skrewball mixers that we love are espresso, cola, pineapple juice and cranberry juice, although we’d say you possibly can go far past these, relying in your mixology targets. Our hottest cocktails are the PB & Jealous and the Peanut Butter Espresso Martini. For individuals who choose a tropical style that invokes the sensation of being on trip, the Island of Misfits is an superior alternative. Folks love the refined sweetness that Skrewball brings to any cocktail recipe.
