Flavored whiskey isn't new. American, Canadian and Irish brands have all entered the niche market.

What is different are the demographics. Since younger millennial drinkers aren’t often whiskey aficionados, it's an easy way to introduce them to the category.

Skrewball is singular — a peanut-butter whiskey that claims to be "a little salty, a little sweet, a little savory, and always smooth."

And it's new campaign by The Martin Agency says it all: "Skrew the Usual." The work consists of two 15-second spots and a 30-second spot.

The campaign, created by The Martin Agency, just debuted via online video, social and search. OOH ads will follow in key markets, such as Chicago, Los Angeles and New York, in June.

“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. Skrewball’s new "Skrew the Usual" campaign is for the fun and lighthearted, appealing to those who enjoy discovering new flavors and also traditional whiskey drinkers who may never have tried the brand before. We want everyone to give Skrewball a shot — literally,” "Kuppy Sampale, brand director, Skrewball Whiskey, told Agency Daily.

Launched in 2018, Skrewball is the No. 1 premium brand in the flavored whiskey category ($25+) for value and volume, and the No. 5 brand overall, according to Nielsen. Skrewball Peanut Butter Whiskey has won several awards, including the Best Flavored Whiskey award at the New York World Wine and Spirits Competition. It has also garnered SIP Awards from consumer judges.

Flavored whiskey is a $1.5 billion category, per Nielsen IQ, and accounts for 20% of all U.S. whiskey sales. In the past few years, flavored whiskey sales have outpaced unflavored whiskey, according toSouthern Glazer’s distributors. Since 2019, the number of flavored whiskeys on shelves has surpassed 1,000 options.