NOHO is wasting no time kicking open every door in the beverage industry with a product that defines its own category, NOHO – The Hangover Defense™ (short for NO HangOver), which is being marketed as a functional lifestyle drink designed to “prehab” the body and compensate for drinking quantities of alcohol that would normally result in a hangover.
The company is essentially out ahead of the pack with no legitimate competition here. The next best thing in-category are a slew of useless, repackaged energy drinks that pretend to do something, while NOHO is real science based on a secret, proprietary formula designed by one of the world’s top pharmacists, Dr. David Galardi. Galardi, who was a top man over at globally recognized pharmaceutical services leader AmerisourceBergen, came up with the idea years before NOHO even contacted him about the possibility and had been basically sitting on this technology. Galardi developed the original concept during his residency while working at a local ER, where the idea sprang from an analysis of IV drip methods used to treat alcohol poisoning.
NOHO helps the body metabolize alcohol naturally by preloading the system with vital minerals, nutrients, and vitamins, shielding the body with preventive rehabilitation factors and making available what is essential for feeling better, even before the effects of drinking take their toll. Because hangovers result from consuming alcohol faster than the body can metabolize it and thus a cascade failure of hydrating factors results in the syndrome defined as alcoholic ketoacidosis, NOHO’s design as a pre-emptive attack on this cascade failure is the ultimate hangover killer.
NOHO’s powerful one-two punch dopes tissues against the deleterious effects of alcohol with vital nutrients, while simultaneously providing a fusion of concentrated extracts that speed recovery. Prickly pear helps to detoxify the liver by flushing out bio-accumulating toxins and ginger coats the stomach, relieving nausea. NOHO achieves its effect without the need for excess stimulants like caffeine and sugar, making this easy to use 2 oz. shot a real dynamo and sales already reflect this strength.
While NOHO clearly has the science and the functional validity to crush all comers, management is not resting on their laurels and has already set their sights on nothing less than total world domination in the product space. NOHO has hit the ground running with high-profile CEO of the product’s distribution arm, Dolce Bevuto LLC, Jay Grdina, making the rounds on Bloomberg TV and CNBC. NOHO is looking to capture vast global market share with a product/concept that is truly universal and the beverage has already seen huge movements domestically, as well as in European markets. Central and South America are just being cracked open and the sky is basically the limit for a company like this, whose savvy is unmistakable in moves like getting rapper Lil Jon, the king of crunk, to help endorse the product after he tweeted about his positive experience using NOHO, when a friend at a party recommended it to him.
The company is moving to land major deals with Vegas casinos, a market where NOHO has already taken off, and signed a deal with the biggest beverage distributor in Arizona (Alliance Beverage Distributing Company). The major selling point has simply been the fact that this product works. In case after case, initially skeptical consumers, in disbelief that such a product can really deliver, are generating repeat business as loyal brand followers.
This is the perfect sidecar beverage for the nightlife set and the marketing savvy displayed thus far is exactly what you want to see out of a company like DRNK. Solid audience engagement and customer retention metrics, a clear vision to grow the distribution framework across a global market, and a bold presence in the retail space all add up to making DRNK one to watch. The company is projecting sales in the $100M range and this product has the muscle to deliver on that projection because it really offers people the ability to consume alcohol, whether it’s one drink or ten, and still get up the next day, fully able to function. While the obvious nightlife market is vast, there is an even larger, less-obvious market among older professionals who are finding the product a perfect way to gain a competitive edge in keeping up with the younger executives, even after a long day of business meetings, or wining and dining important clients.
At just $3.49 a shot, the product seems almost too good to be true as a means of preventing a hangover, but that is exactly why there is so much upside potential with DRNK’s NOHO shot. Grdina has taken to the game like a fish to water and the company’s Twitter and Facebook feeds are already blazing with fan and celebrity interactions alike.
For more information on NOHO, check out their site at www.NOHOdrink.com
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