Silk Road to Skrewball: A Global Spirit Empire

10 Apr

I love seeing the creativity and crossover between food and spirits continue to grow

SKREWBALL - The original peanut butter whiskey.

Co-Founder & Visionary of Skrewball Whiskey

FCI caught up with Steven Yeng, the Cambodian-born entrepreneur in USA who’s mastered everything from the grit of the family restaurant to the global stage of spirits.

A "Black Sheep" of the whiskey world, and he’s not playing it safe. We go behind the bottle to discover how a childhood in Cambodia and a love for peanut butter created a global empire —and why you have to stay on course, proving that sometimes you have to be a little bit 'Skrewball' before the world finally takes you seriously."

From the beaches of California to the ski slopes of Australia, they are proving that a quirky flavour could be premium, versatile, and above all—highly social.

You have to be a little bit 'Skrewball' before the world finally takes you seriously, Steve Yeng

Targeting the "Non-Whiskey" Drinker

They both have cleverly identified a massive gap in the market, creating an approachable "gateway spirit" that appealed to people who found traditional whiskey too intimidating or harsh.

The Yengs’ brilliance lies in a perfect marriage of culinary soul and corporate precision. While Steven provided the ‘liquid heart’ perfecting the savoury-sweet profile in his San Diego kitchen. Brittany, a chemist and attorney, provided the structural "brain."

Together, they have transformed a polarising kitchen experiment into a global leader and now readily available the Australia and New Zealand market.

The “Black Sheep” of Spirits: A Conversation with Steven Yeng

Early Life? I was born in Cambodia and spent years in a Thai refugee camp before arriving in the U.S. My early life was defined by resilience, especially after polio left my leg paralyzed. In San Diego, everything changed. Peanut butter was the first food that truly nourished us after the camp; to this day, it represents freedom and a fresh start.

Culinary Roots? I cut my teeth in my family’s San Diego bars and restaurants. It wasn’t just about food; it was about the grit of building a community from the ground up. OB Noodle House Bar 1502 remains the most significant—it’s where Skrewball was born and first found its "black sheep" following.

What Drives You? The underdog mentality. Growing up, I rarely felt like I fit in, and that skepticism followed me into the boardroom. When people doubted a peanut butter whiskey, it became my fuel. Now, I’m motivated by proving that being "different" is a superpower that brings people together.

Advice for Entrepreneurs? Go against the grain. People didn't take us seriously at first, but if you believe in your concept, stay the course. Most importantly: stay obsessed with your customers. Meet them, listen to them, and evolve with their feedback.

**Soul & Strategy:** Steven and Brittany Yeng proving that the best ventures are built together.

The Role of Heritage? My background is the brand's DNA. I spent years trying to fit in before realizing my history was my greatest strength. Skrewball embraces that "black sheep" identity—it’s a brand built on the idea that everyone belongs.

Essential Bar Tool? I keep it simple: a classic shaker. But the beauty of Skrewball is its accessibility—whether it’s in a cocktail or sipped neat, no fancy tools are required to enjoy it.

Expect flawless presentation and refined flavours, delivered with precision from start to finish.

Early Influences? My family’s work ethic and perseverance are my foundation. Professionally, it was the San Diego hospitality community—the bartenders and locals who believed in Skrewball early on and helped us build momentum from the ground up.

A Standout Success? Our Après Skrew series at Mt. Buller in Australia last year was unforgettable. We took over the mountain for a four-day party with DJs and custom cocktails. Seeing thousands of people embrace Skrewball’s bold energy in a completely different environment reinforced that we’re building more than a whiskey—we’re creating experiences.

Attracting Younger Consumers? It’s about breaking the mold. Younger consumers crave experimentation and innovation over traditional perceptions. Skrewball’s unexpected flavor profile invites people in who may never have considered themselves whiskey drinkers, opening the door for a whole new audience.

What’s Trending in Whiskey Food? Creativity in both sweet and savory dishes. I was experimenting with peanut butter in everything from wings to noodles long before we bottled the whiskey. I love seeing that crossover between spirits and culinary innovation continue to grow.

Why ANZ? Australia and New Zealand have vibrant social cultures that aren't afraid of new flavors. There is a strong appreciation for quality spirits paired with an energy that celebrates connection and fun. That balance makes the region a natural home for Skrewball.