An entrepreneur who made his fortune in the adult film biz thinks he may have the biggest must-have product since porn.
Jay Grdina is the new CEO and majority owner of NoHo, the No Hangover Defense.
"We're first to market. We have a great product," says Grdina.
NoHo claims to use natural ingredients like ginger and prickly pear juice to mitigate the effects of a very long night.
Consumers are supposed to drink NoHo before a night out as a preventive measure, though a mixer with vodka is in the works. "We call it the condom of drinking," says the CEO and President Sean Stephenson in unison.
The product is packaged like an energy drink, which it is not, with the aim of making NoHo look "cool" in what the CEO calls a new category—"the Functional Lifestyle category".
The product launched in 2009, first landing in AM/PM stores. Through parties and social media, word spread, and now NoHo is in 7-11 and Circle K, moving into Vegas casinos.