A chemist, turned attorney, turned unlikely spirits brand owner, Skrewball co-founder Brittany Yeng has walked an unconventional path towards her current role spearheading one of the fastest market rollouts in spirits history.
Brittany turned a peanut butter whiskey shot from her San Diego family-owned bar and into the first peanut butter flavored whiskey. Now, two years after her company joined the Pernod Ricard portfolio, Yeng is aggressively seeking global expansion in new markets.
BevNET spirits editor Ferron Salniker chatted with Yeng for the latest edition of A Round With … – Brewbound’s weekly Q&A series with bev-alc industry leaders, available exclusively for Insiders. Their conversation included how Yeng challenges the status quo, what tools she uses to separate her personal life from her business, and where the company is headed next.
Here is the Q&A, which has been lightly edited for clarity.
What were some of the successful strategies that led to your deal with Pernod Ricard?
Brittany: It’s true what they say: “Necessity is the mother of invention.” We lacked the resources to approach building Skrewball in the traditional way, so out of necessity, we had to create our own way. That turned out to be one of our greatest assets and the essence of Skrewball.
We focused on building authentic relationships with our community. We didn’t have the money for big media ads or being the lead sponsor at massive events, so instead we showed up at local events, did tastings at your everyday store or bar, and worked with smaller content creators. This enabled us to get to know our customers and they have become the key to our success. It still amazes me that when we ask customers about their first time trying Skrewball the answer is almost always a story of community, such as a friend or neighbor sharing it with them.
This strategy also perfectly aligns with what the Skrewball brand is all about, which was inspired by the observation that we needed to lean into what makes us different. When we got rejected by branding agencies, it occurred to me that it was not just us that were the outsiders to the industry, but the product itself. I captured that essence and dedicated the brand to the misfits, black sheep and “Skrewballs.”
Given its authentic connection with our customers, Pernod Ricard saw that Skrewball wasn’t just a trend – it was a brand with real depth, strong consumer demand and massive growth potential. Our partnership is a testament to the fact that taking risks, thinking differently and staying true to your brand can lead to game-changing opportunities.
What are some of the biggest challenges in the market now and how are you addressing them?
Brittany: Trends are coming faster and bigger than ever. Trends used to last years, and now it feels like they are lasting months. It is so easy to get sidetracked and pay attention to what is the latest trend in an increasingly crowded and competitive landscape. With tides changing so quickly, it is becoming harder to discern fleeting changes of customers experimenting with new products from lasting shifts in customer preferences.
To stay relevant to our customers, we must understand this difference. Not understanding the difference could mean we either change the parts of the brand that make us who we are, or we fail to grow with our customers. While it is challenging, we see this as an opportunity. The key is to stay nimble, keep listening to our customers, and never lose sight of the identity and purpose that made Skrewball what it is today.
What were some of your mistakes that might be helpful for other entrepreneurs to hear about?
Brittany: We’ve made a million mistakes along the way. My biggest takeaway has been to not take everything so personally. It all feels so personal. The Skrewball brand was built based on my emotions and personal experiences. It is my livelihood. My husband and I even work together in this venture. But, when people interact with us – both positively and negatively – it has more to do with our role than us as people.
On the first call I made when the partnership with Pernod was announced, someone gave me the sagest advice: Now you get to see who your real friends are. After seeing many founders go through something similar, he knew that you start to see what people really think of you when you start to step outside the role. In taking that step outside, you realize it had nothing to do with you because you are the same person you were the day before.
If you could wave a magic wand, what would you change about the industry?
Brittany: If I could change one thing, I would make the industry easier for new entrants. I was trained as a lawyer and even I found it extremely challenging to understand the rules and regulations. Then there are the complexities of distribution. To this day, I am still learning new things. All of this makes it extremely difficult for new entrants, and new entrants and the ideas they bring are what push the industry to new heights. Skrewball was more the exception in being able to break through all the barriers, but I would love to see more of it.
Is there anything about coming from a different industry that you think has given you a leg up in terms of how you have approached the whiskey business?
Brittany: Absolutely. Having both a science and legal background has shaped the way I approach every aspect of Skrewball. My experience as a chemist gave me a deep appreciation for experimentation and problem-solving. The scientific method is ingrained in the way we approach problems. I also love experimentation, so we try new things out to see what is resonating with our customers.
Then there’s my legal background, which helped in an entirely different way. The spirits industry is complex, and it’s hard to find lawyers that know all the aspects of the industry, so it was crucial in helping me ask the right questions. It also taught me how to think critically, negotiate strategically, and not be afraid to challenge the status quo – something that’s been key in growing Skrewball into a category disruptor.
At the end of the day, I think coming from outside the traditional spirits world gave me an advantage because I wasn’t confined by “how things have always been done.”
What’s the biggest opportunity for Skrewball right now?
Brittany: Our biggest opportunity to keep getting people to try Skrewball. With Pernod Ricard as our partner, we have the resources, expertise, and global reach to scale Skrewball in ways we never could have imagined when we first started. Together, we’re enabled to bring Skrewball to more markets, introduce new audiences to our signature taste, and continue pushing the boundaries of what flavored whiskey can be. The demand is there—now it’s about executing with the right strategy to ensure long-term success.