When Pernod Ricard brought Skrewball, the world’s first peanut butter–flavored whiskey, to Romania, it wasn’t just a market entry. It was a bold statement.
Designed to introduce an unconventional brand with a strong point of view, the launch blended founder-led storytelling with a structured PR rollout, with pre-launch interviews in selected business publications spotlighted Steven Yeng’s journey and the origins of Skrewball, building anticipation ahead of the debut.
The main communication was linked to an exclusive launch event for partners and media, followed by a press release and post-event interviews picked up by leading business, HoReCa, and lifestyle outlets, ensuring visibility well beyond the event moment.

Skrewball didn’t just arrive on the Romanian market, it challenged tradition and proved that bold ideas make the strongest first impressions, making a powerful first impact with the media and local consumers.