Rapper Yung Gravy Helps Skrewball Whiskey Launch A Thanksgiving Set

14 Nov 2024 by John Kell · Forbes

Skrewball and rapper Yung Gravy have launched a Thanksgiving-themed baster set that includes shot ... [+] basters and a gravy boat.Courtesy of Skrewball Peanut Butter Whiskey

Rapper Yung Gravy has a simple new refrain this holiday season: “Give thanks and get basted.”

The artist, who recently released a new album called Serving Country, has been tapped by Skrewball peanut butter whiskey to help sell a limited-edition Thanksgiving holiday set that includes shot basters, a wooden baster holder and a gravy boat. Sold online for $11.28 plus tax, Skrewball says it will donate all proceeds from the sale to the nonprofit Southern Smoke Foundation, which provides emergency relief funds and other support to food and beverage industry workers.

Yung Gravy tells Forbes in a virtual interview that he’s often picky about the brand deals he approves. But coincidentally, his manager brought him the Skrewball partnership just a day after he had been sipping on the peanut butter whiskey.

“If they frame it into the gravy world, and I can help decide what we do on the creative side, and make it as gravy as possible,” then Yung Gravy says he’s sold.

Thanksgiving At The Yung Gravy House

The rapper, born Matt Hauri, was raised by his mother in Minnesota and throughout his childhood, family gatherings were small for the holidays. His father is from Switzerland and most of his relatives lived abroad.

Yung Gravy says this holiday will be extra special because the final show of his Grits & Gravy 2024 Tour will be the day after Thanksgiving, a show at The Armory that’s dubbed “Gravy Fest” and will feature rappers Waka Flocka Flame and bbno$, alongside some other musical guests.

The Skrewball Baster Set includes seven Skrewball shot basters, a wooden baster holder and a gravy ... [+] boat to fill with Skrewball Peanut Butter Whiskey.Courtesy of Skrewball Peanut Butter Whiskey

Because of the tour, Yung Gravy says he will have a few more friends than usual celebrating the holidays with his mom. And one dish he intends to make is a staple for his family: cheese fondue. “We’re going to add a little Skrewball to it,” says Yung Gravy, who admits his favorite dish for the holiday is “kinda cliche, but mashed potatoes and gravy.”

The best ways he’s enjoyed Skrewball has been as a shot or sipping it on the rocks. But the musical artist says it also works in some classic cocktails, like the old fashioned.

How Peanut Butter Whiskey Became A Big Hit

Founded in 2018, Skrewball whiskey grew quickly and sold 500,000 nine-liter cases in 2022, benefiting from swelling consumer demand for flavored whiskey ranging from brands like Fireball and flavor extensions from the likes of Jameson, Jack Daniel’s, Jim Beam, and Crown Royal.

The success of Skrewball was so alluring it caught the attention of French liquor giant Pernod Ricard, owner of more than 200 brands including Absolut vodka, Malibu rum, and Beefeater gin. In 2023, Pernod Ricard acquired a majority stake in Skrewball, citing the brand’s growth as well as differentiation in the marketplace. The upstart is commonly credited by bartenders and mixologists for making peanut butter-flavored whiskey a hit.

In the years since the brand’s conception, Skrewball’s brand building has included a peanut butter whiskey eggnog, which has become a seasonal offering for the past three years and sells for roughly $20. The brand also recently partnered with Benny Blanco, a music producer recently featured in People’s 2024 Sexiest Man Alive issue, to laud Skrewball’s ability to serve as a base of different cocktails.

At the core of much of this messaging is a clear strategy: Pernod Ricard wants Skrewball to be seen as more than just a whiskey one might sip or quickly down in a shot. Pernod Ricard touts that Skrewball is the top selling peanut butter whiskey both in the U.S. and globally and the second-highest selling flavored whiskey brand over $25 in volume in the U.S. market, citing the latest annual data from data provider Nielsen.

“At Skrewball, we’re always looking for new ways to engage with our consumers and mess with the norm,” says Gary Feeney, senior brand manager of Skrewball in a statement. “Partnering with Yung Gravy for the baster set introduces an unexpected drinking experience for people and a fresh perspective on how to celebrate the holiday.”