Skrewball Whiskey toasts friendship
for the holiday season.
The social-first Instagram creative was done by
Flighthouse Media, the production company behind The Retirement House, which acts as a content creation agency for social media.
Skrewball is a flavored peanut-butter whiskey, with a finish of
nutmeg and honey sweetness. The target demo is GenZ and younger millennials.
Flighthouse Media CEO Ash Stahl told Agency Daily: “At Flighthouse, we’re drawn to partners who
aren’t afraid to take the unexpected route, and Skrewball Whiskey embodies that spirit perfectly. This Friendsgiving collaboration let us mix generations, creators and pure absurdity in a way
that feels entirely fresh and social-forward.
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“Retirement House and Cool Guyz Online turned ‘Let’s Get Basted’ into something unforgettable: a celebration that shows
what happens when you trade the traditional for the unexpected.”
Steven and Brittany Yeng developed the spirit in 2018. Brittany a chemist
turned attorney, helped fuel the creation, while Steven, a Cambodian refugee, loved peanut butter. Developed at Steven's Restaurant in
California, it's 70 proof and made in the U.S. Pernod Ricard, the liquor giant, bought
a majority stake in 2023.
According to IWSR Drinks Market Analysis, the volume of flavored whiskies, from Fireball, a cinnamon-flavored whisky-based liqueur, to products by Jim Beam, Jack Daniel’s and Wild Turkey, grew by 12% annually between 2016 and
2021.
Or as Shamira Amin, senior brand manager at Skrewball, a fan of mismatches, puts it: "At Skrewball, we live for unexpected pairings, like peanut butter and whiskey, so when
Friendsgiving started feeling a little too predictable, we knew we had to flip the script. Skrew the Usual.”