Juvenis, the bold and boundary-pushing Swedish bourbon brand, proudly announces that acclaimed singer-songwriter and entrepreneur Peg Parnevik has officially joined the Juvenis team as a part-owner and brand ambassador. Known for her dynamic presence, transatlantic charm, and fearless authenticity, Peg brings both creative vision and business savvy to the growing Juvenis family.
“I’ve always loved whiskey—it’s top three on my rider, always,” says Peg. “There’s something about it that connects both to the American in me and the artist. A hot toddy has saved my voice on more than one tour night! So to now actually be part of the whiskey world is a dream. And honestly, it feels empowering stepping into this space as a woman—it’s time for some fresh energy in what’s traditionally been a very male-dominated industry.”
Peg’s first encounter with bourbon dates back to her early 20s during her time living in Savannah, Georgia.
“I started drinking bourbon partly to be that ‘cool, unique girl,’ but then I truly fell in love with the smoky, buttery flavors. It just stuck,” she shares with a laugh.
Her passion for bourbon isn’t just about flavor—it’s about experience.
“What I love about Juvenis is that it’s playful, bold, and real. It’s not trying to be complicated or pretentious. It’s a blend of North American and Scandinavian influences, and it’s got this clean but ‘in your face’ attitude that I really relate to.”
As a part-owner, Peg will play a vital role in Juvenis’ brand development, marketing, and international expansion. With a strong platform, musical background, and an innate understanding of her audience, Peg is uniquely positioned to engage a younger generation of whiskey lovers—especially those who value authenticity, creativity, and celebration.
“We’re thrilled to welcome Peg into the Juvenis family,” says the Juvenis founding team. “Her story, energy, and values align perfectly with our mission: to celebrate life’s brightest moments with high-quality bourbon and foster a healthier, more intentional drinking culture.”
Juvenis stands for more than just premium spirits—it’s about purpose. The brand champions mindful enjoyment, reserving its presence for times of laughter, connection, and celebration. Peg echoes this belief:
“Juvenis is all about showing up when life is good—when you’re laughing with friends, enjoying a meal, celebrating wins. That’s something I can 100% stand behind.”
As the company gears up for a bold 2025 with international market launches and brand activations, Peg will be at the forefront—leading events, headlining campaigns, and helping shape the future of Scandinavian spirits on the global stage.
About Peg Parnevik
Peg Parnevik rose to fame as a reality show star before successfully transitioning into a respected artist and entrepreneur. Known for her vibrant personality, creative vision, and empowering voice, she’s built a loyal following and an inspiring brand rooted in authenticity and ambition.