Thinking outside the box has paid dividends for one inventive Cambodian migrant to the US.
Steven Yeng and his American wife/chemist turned lawyer Brittany have enjoyed huge success with Skrewball, a peanut butter flavoured whiskey liqueur.
Skrewball Peanut Butter Whiskey Flavoured Liqueur was founded by the Yengs in 2018 and is now available in Australia and New Zealand.
The pair took took an unexpected combo - peanut butter and whiskey from their Ocean Beach base in California in 2018- and turned it into a household name in the US.
Steven’s journey began after fleeing Cambodia as a child and spending four years in a refugee camp.
His first taste of America? A peanut butter and jelly sandwich, a flavour that became symbolic of his first “taste of freedom” and inspired his liquor creation.
He now says it is a chance "'skrew the usual"’ and embrace the unexpected. The brand has enjoyed consumer retail growth rate of 1,976% in the US market despite initial scepticism from the market.
"They all laughed," Yeng told US media. "Everybody was a doubter. No one believed in us. They saw us as a novelty, not a phenomenon. [But the] scepticism fuelled our drive. We'd been successful before; we used that underdog mentality and said: "Let's do it."
The global Pernod Ricard group is now on board.
The global Pernod Ricard group is now on board.
I enjoyed my first taste of the unusual - it is a delicious combo of sweet and earthy flavours, perfect enjoyed over ice. One reviewer described it as being like a "liquid scorched peanut bar"
It is World Whisky Day this Saturday and was World Cocktail Day earlier in the week. So....
Here are a couple of cocktails you might like to try:
Skrewball Paloma
2 parts Skrewball Peanut Butter Whiskey
¾ parts Tequila
1/3 parts Aperol
2 parts Grapefruit Juice
Soda Water
Build the ingredients over ice and top with soda water. Garnish with lemon or lime wheel.
2 parts Skrewball Peanut Butter Whiskey
¾ parts Tequila
1/3 parts Aperol
2 parts Grapefruit Juice
Soda Water
Build the ingredients over ice and top with soda water. Garnish with lemon or lime wheel.
2 ¼ parts Skrewball Peanut Butter Whiskey
¾ parts Tequila
½ parts Sour Mix
2 parts Pineapple Juice
Shake all ingredients and pour into an unsalted margarita glass. Garnish with pineapple and lime.
¾ parts Tequila
½ parts Sour Mix
2 parts Pineapple Juice
Shake all ingredients and pour into an unsalted margarita glass. Garnish with pineapple and lime.
For more details see https://www.skrewballwhiskey.com/ In Australia try Liqourland or Thirsty Camel outlets. RRP is around $70.
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