In an industry traditionally dominated by men, Pernod Ricard Romania reaffirms its commitment to supporting women who earn their place through competence, courage, and results—both behind the bar, within brand teams, and in leadership roles. Through initiatives and projects that promote the development and visibility of female talent, the company encourages a culture where women can be “in control” and confidently manage the moments that matter.
The results confirm that even in an industry where men remain the majority, a predominantly female management team—such as the one at Pernod Ricard Romania—has found the right balance between determination and empathy. Authenticity and the strength to move forward remain powerful tools that can shift mindsets and open doors.
“We planned a slightly different celebration for March 8 this year compared to previous years. It’s not just about flowers and pink vibes—it’s also about learning something. It’s time to talk about this difficult topic,” said Adelina Din-Țurcanu (main photo), Head of Marketing at Pernod Ricard Romania.
On Women’s Month and International Women’s Day, Skrewball is supporting the growth and consolidation of the local hospitality community by backing the Five The Hive project, a community founded by and for women working in the hospitality industry.
A meeting between Brittany Yeng, co-founder of Skrewball, the Pernod Ricard Romania management team, Diana Fodor, and Oana Pîrvu (Five The Hive), and Mihai Fetcu (Gazeta cu Whisky) strengthened a partnership focused on developing the community of women in hospitality through dialogue and knowledge exchange.
From left to right: Brittany Yeng, co-founder of Skrewball, Diana Fodor, and Oana Pîrvu (Five The Hive).
Five The Hive: A Community Built Out of Necessity
Diana Fodor and Oana Pîrvu met during a bartending competition—one as a judge, the other as a competitor. Built on friendship and a shared vision, the Five The Hive project was born.
Designed as a community for women working in the same field, guided by five pillars—empowerment, collaboration, knowledge, support, and education—Five The Hive now brings together bartenders, waitresses, managers, and venue owners from across Romania.
Their activities revolve around a highly active WhatsApp group, a growing Instagram page, and monthly meetings that bring together professionals from various fields—psychologists, nutritionists, and wellness specialists—because the challenges faced by women in HoReCa are not only professional but also personal, and they need to be openly discussed.
Romania’s hospitality industry remains largely male-dominated, especially behind the bar. Employers often prefer hiring male bartenders, citing the physical demands of the job. Customers, in turn, do not always take female bartenders seriously.
Diana Fodor, with nearly eight years of experience in bartending, described this reality candidly:
“Everything I know, I learned on my own. That’s why the most important thing for me in this community is knowledge sharing—because most of the time, no one teaches you what you need to know. That’s why knowledge exchange is the central pillar of the Five The Hive community: because no one should have to start completely alone.”
One of the biggest challenges for female bartenders in Romania is misogyny and discrimination from both employers and customers, the lack of structured professional training, and the sense of isolation in a male-dominated industry.
“We want to be seen and appreciated for what we bring. Our goal is not to push men aside but to balance the industry—because together we create truly great things,” said Oana Pîrvu, co-founder of Five The Hive.
A Brand Built on Values, Not Just a Product
Skrewball Peanut Butter Whiskey is not a typical brand. Founded in San Diego by Brittany and Steven Yeng, it started with a peanut butter and Jameson cocktail served in their own bar and grew not through traditional advertising campaigns but through the people behind the bar.
Bartenders were the brand’s natural ambassadors from the very beginning: they recommended it, served it, and loved it. This organic relationship—built on respect and gratitude toward the HoReCa community—has defined Skrewball’s DNA from its earliest days.
For Skrewball, social involvement is not a marketing strategy; it is a natural consequence of the way the brand grew. In every country where it operates, Skrewball looks for concrete ways to support the community that helped make it known. The partnership with Five The Hive represents the first initiative supporting the HoReCa community in Romania and marks the first step in a long-term commitment.
Social Engagement in Every Country Where the Brand Is Present
For Skrewball, this type of collaboration is not new. As a brand developed by bartenders and alongside bartenders, Skrewball has long been involved—through its founders—in supporting the hospitality and HoReCa community in every country where it operates.
In the United States, Skrewball launched and supported the Badass Bartenders program, an initiative dedicated to recognizing and celebrating bartenders who are actively involved in their communities. The program offers awards and visibility for the bartending profession, demonstrating that a spirits brand can be a true ally for those working behind the bar—not just a supplier.
Skrewball was also one of the few brands that, during the COVID-19 pandemic, chose to donate directly to bartenders affected by bar closures, bypassing intermediary organizations to ensure that support reached those who needed it most. This decision was not driven by image considerations but by conviction.
Brittany Yeng, Skrewball’s co-founder, described that period simply:
“If we were going down, we were going down giving. That philosophy—that the good you give to the community comes back tenfold—has shaped everything the brand has done since.”
Supporting women in the HoReCa industry also came naturally. Brittany has collaborated with organizations such as Women of the Vine & Spirits and has supported initiatives aimed at creating safe and visible spaces for women in a field where their voices are often overlooked.
Developing the Five The Hive Community
One of the objectives of the Skrewball–Five The Hive partnership is to support community gatherings in multiple cities across Romania.
Starting from the model already tested by the founders through meetings organized in Craiova, the plan is now to expand with Skrewball’s support. The first such event will take place in Constanța on March 8, where a local community member will bring together hospitality professionals from the region.
Brittany Yeng highlighted the importance of this approach, drawing from Skrewball’s own experience: the brand itself grew city by city, bar by bar, person by person—through authentic connections.
The same principle applies to a community:
“You can’t feel like you belong to a group if you don’t know the people in it. A WhatsApp group, no matter how active, cannot replace the moment when you shake someone’s hand and say: I’ve been through that too.”
Founded by Diana Fodor and Oana Pîrvu, Five The Hive is the first community dedicated to women working in Romania’s hospitality industry. Built around five pillars—empowerment, collaboration, knowledge, support, and education—the community operates through regular meetups, an active WhatsApp group, and a growing presence on social media.
Its mission is not to separate but to balance: to give women in HoReCa the visibility and support they deserve alongside all other professionals in the industry.
The F.I.V.E. acronym represents the foundation of the project:
- F – Friends – because real relationships are the foundation of any healthy community
- I – Inclusion – because every voice deserves to be heard
- V – Volunteering – because hospitality is not only about the bar, but also about involvement
- E – Empowerment – because women should have the confidence to claim their place in the industry
Skrewball Whiskey was founded by Steven Yeng, a Cambodian refugee, and his wife Brittany, a former chemist turned lawyer. Steven discovered peanut butter shortly after arriving in the United States and later began incorporating this American staple into an extremely popular cocktail served at his bar in Ocean Beach, San Diego.
Recognizing its success, Brittany used her chemistry background to transform Steven’s bestselling shot into a premium spirit with a distinctive flavor.
Skrewball Peanut Butter Whiskey has won numerous awards, including Best Flavored Whiskey at the New York World Wine and Spirits Competition. The brand has rapidly expanded across the United States, Canada, and the Caribbean.