Don’t Forget to Enjoy the Ride: Interview with Steven Yeng, Co-Founder of Skrewball Whiskey
I recently went one-on-one with Steve Yeng, co-founder of Skrewball Whiskey.
Adam: Thanks again for taking the time to share your advice. First things first, though, I am sure readers would love to learn more about you. How did you get here? What experiences, failures, setbacks, or challenges have been most instrumental to your growth?
Steve: My journey has always mirrored the spirit of Skrewball: embracing the unexpected and rewriting the rules. Born in Cambodia, I contracted polio at just one year old, leaving my right leg paralyzed. My family fled Cambodia in hopes to get the medical care I needed and landed in a refugee camp. After six years, we were sponsored to come to the U.S. by a couple from Ocean Beach. Just skin and bones, we would receive care packages of food that often included peanut butter, which to me was my “first taste of freedom,” representing hope and sparking a lifelong love for the ingredient. Years later, I opened my own restaurants, where I loved experimenting with flavors. I was putting peanut butter in everything, and one night, I combined peanut butter and Jameson into a shot that became a crowd favorite—which served as the spark for what eventually became Skrewball.
When Brittany and I launched Skrewball in 2018, many doubted us. “Peanut butter whiskey? That’s never going to work.” But we believed in its ability to bring joy and stuck to our vision. It wasn’t always easy – in the beginning, we were in a tough spot. No banks would lend to us, no R&D companies took us seriously. We crafted the formula for Skrewball in our garage. Despite the liquor industry doubting us, we pushed forward. Fast forward to today, it’s surreal to see Skrewball not only succeed but inspire countless imitators.
Those early challenges taught us resilience and reinforced the value of taking risks and staying true to what you believe in.
Adam: How did you come up with your business idea? What advice do you have for others on how to come up with great ideas?
Steve: Skrewball was born out of a love for two American classics: peanut butter and whiskey. After seeing the excitement around the peanut butter and Jameson shot and experimenting at my restaurants, my wife knew we had something special and encouraged me to turn this unexpected shot I created into not just a product, but a dream.
My advice is to look at your passions and think about how they could collide in unexpected ways. Don’t be afraid to go against the grain—some of the best ideas come from taking risks and maybe even breaking the rules.
Adam: How did you know your business idea was worth pursuing? What advice do you have on how to best test a business idea?
Steve: The real “aha” moment came when we saw how much people connected with the product. They weren’t just trying it—they were sharing it with friends and talking about it long after the glass was empty. That kind of excitement told us we had something special.
To test a business idea, start by sharing it with people who aren’t afraid to be honest. And pay attention to how it makes people feel—if it sparks curiosity or joy, you might be onto something.
What are the key steps you have taken to grow your business? What advice do you have for others on how to take their businesses to the next level?
Steve: Our growth came from staying true to who we are while finding creative ways to expand. Skrewball’s brand is built on being a little rebellious, a little unexpected, and we leaned into that. From fun social campaigns to quirky packaging, we wanted everything to feel authentic to our story.
Years after launching Skrewball, we partnered with Pernod Ricard, which was a full-circle moment and a game-changing milestone in our journey. Their unmatched expertise, resources, and global reach have helped elevate Skrewball to a global audience, allowing us to grow in ways we never imagined – and this is just the beginning.
For others looking to scale, I’d say: identify what makes your business truly unique and lean into it with everything you’ve got. At Skrewball, we embraced the boldness of peanut butter whiskey—a flavor combination that no one believed in at first—and turned it into our defining strength.
Equally important is investing in your team and surrounding yourself with the right people who share your vision. Scaling Skrewball wouldn’t have been possible without Brittany’s brilliance in perfecting the formula, our incredible team’s dedication to spreading the word, and now, our partnership with Pernod Ricard. Scaling is about balancing authenticity with smart collaboration, so when the time is right, don’t be afraid to bring in partners who can help elevate your vision to the next level.
Adam: What are your best sales and marketing tips?
Steve: Be authentic and tell a story that resonates. People don’t just invest in products; they invest in the story behind them. For Skrewball, we focused on our origin story and the “misfit” mentality of celebrating individuality. Don’t just market to your customers, build a relationship with them.
Adam: In your experience, what are the defining qualities of an effective leader? How can leaders and aspiring leaders take their leadership skills to the next level?
Steve: An effective leader has vision, humility, and the ability to inspire. When we started Skrewball, we weren’t just selling a product—we were rallying a team and a community around an idea. To level up as a leader, focus on communication. Share your vision clearly and often, and don’t be afraid to let your team’s strengths shine. At Skrewball, some of our best ideas have come from collaboration.
Adam: What is your best advice on building, leading, and managing teams?
Steve: Building a team that shares your passion and values is the foundation of any successful business. At Skrewball, we embrace our identity as “misfits” who dare to think differently and challenge the status quo. This shared sense of purpose has fostered a culture of belonging, creativity, and resilience, where every team member feels like they’re part of something bigger than themselves.
A strong culture doesn’t happen by accident—it starts with leadership. As a leader, it’s essential to set the tone by leading by example. Show up every day with the same drive and enthusiasm you expect from your team. Be willing to roll up your sleeves, work hard, and tackle challenges alongside them. At the same time, don’t forget to infuse a sense of fun and camaraderie into the workplace. At Skrewball, we take our work seriously, but we also know how to celebrate wins and enjoy the journey.
Ultimately, a passionate, value-driven team that feels connected to the company’s mission will not only achieve great things but also help sustain a strong, positive culture as the business grows.
Adam: What are your three best tips applicable to entrepreneurs, executives, and civic leaders?
Steve:
Be bold. Skrewball wouldn’t exist if we had played it safe. Take risks and don’t be afraid to do something unconventional.
Stay grounded. No matter how big you grow, remember the people who supported you from the start. For us, it’s our loyal customers and early fans.
Embrace the unexpected. Sometimes, the best opportunities come from challenges or failures. Use those moments as a springboard for growth.
Adam: What is the single best piece of advice you have ever received?
Steve: The single best piece of advice I’ve ever received came from my parents, rooted in incredible resilience: ‘Work hard, stay humble, take care of your people, and never let hardship define you.’ My parents survived unimaginable struggles—war, displacement, starting over with nothing—and yet they never gave up. They taught me to face challenges head-on, fight for what matters, and to let go of grudges or failures, using every setback as a chance to learn and grow. They believed that life isn’t about avoiding struggle, but about how you rise from it, and that success means lifting others up along the way. That mindset shaped who I am today and continues to guide me in everything I do.
Adam: Is there anything else you would like to share?
Steve: At the heart of Skrewball is a belief in making life a little more fun, a little more unexpected. Whether you’re sipping a peanut butter whiskey cocktail or taking a risk in your own career, don’t forget to enjoy the ride.
Adam Mendler is an entrepreneur, writer, speaker, educator, and nationally recognized authority on leadership. Adam is the creator and host of the business and leadership podcast Thirty Minute Mentors, where he goes one-on-one with America's most successful people - Fortune 500 CEOs, founders of household name companies, Hall of Fame and Olympic gold medal-winning athletes, political and military leaders - for intimate half-hour conversations each week. A top leadership speaker, Adam draws upon his insights building and leading businesses and interviewing hundreds of America's top leaders as a top keynote speaker to businesses, universities, and non-profit organizations. Adam has written extensively on leadership and related topics, having authored over 70 articles published in major media outlets including Forbes, Inc. and HuffPost, and has conducted more than 500 one on one interviews with America’s top leaders through his collective media projects. Adam teaches graduate-level courses on leadership at UCLA and is an advisor to numerous companies and leaders. A Los Angeles native, Adam is a lifelong Angels fan and an avid backgammon player.
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