from www.bizjournals.com – Jay Grdina isn’t your typical entrepreneur, but he has a lot of the same traits and aspirations as his business brethren with more traditional backgrounds.
Grdina is CEO of Dolce Bevuto LLC and its NOHO energy drink. Grdina and his company tout NOHO has a hangover prevention product. The energy drink is marketed to college students, Las Vegas tourists and other imbibers. The company has operations in the Valley as well as West Hollywood, Calif.
Grdina certainly has an unconventional background for the business world.
He was previously married to adult entertainment star and mogul Jenna Jameson. The pair started the Club Jenna Inc. adult entertainment company and resided in Scottsdale and Paradise Valley. The pair divorced in 2006. Club Jenna Inc. was also purchased by Playboy Enterprises Playboy Enterprises Latest from The Business Journals Premier Exhibitions Q2 loss growsNew .xxx domain names offer businesses chance to block usersRentrak execs invest in company Follow this company .
Like Jameson, Grdina previously appeared in some adult films. He also has experience on the editing and business sides of that industry, including winning some Adult Video News Awards for acting and editing.
Grdina started NOHO with some partners in 2010. The product and company have been featured on CNBC CNBC Latest from The Business Journals Consumers taking tortoise path again?ASU journalism students partner on business storiesDay in the Life of … Jim Whitehurst Follow this company .
They’ve also had some success in getting their hangover prevention drink into Las Vegas casinos and some major chain stores. Those include Circle K Circle K Latest from The Business Journals Neighbors will still “D-lite” customers with sweet treatBoca Raton office building hit with foreclosurePNC Bank expands in St. Louis Follow this company , AM/PM AM/PM Latest from The Business Journals Coming to Roseville: Electric go-kart racing — with beerChoice of cleaning firm can be a matter of trustCommunity groups ramp up efforts to build day-labor center Follow this company , Mobil on the Run, Bev Mo, Total Wine & More and 7-Eleven 7-Eleven Latest from The Business Journals 2x Partners, Sweet Leaf Tea invest in BeanitosShop Watch: 7-Eleven opens; California Cafe shuttersTimeline: The rise of Herb Peyton and Gate Petroleum Follow this company stores.
Grdina said his goal is to continue that expansion nationally into more big chains. That could include Quik Trip, Wal-Mart Stores Inc. Wal-Mart Stores Inc. Latest from The Business Journals 2.0 minutes with: Kay Weldon, founder, Yashi Fine Foods LLCIndustrial deals peaked at year endGoing public may get easier Follow this company and other grocers. The energy drink market has plenty of players — including Michigan-based Five Hour Energy drink.
Grdina says NOHO sets its self apart because it doesn’t contain sugar, caffeine or stimulants. It’s also unique to the marketplace because it’s not an energy drink, but a precursor drink to help avoid hangovers, he said.
The company also started off by gearing marketing to college students and Las Vegas visitors — two audiences very primed for possible hangovers. But the company is now marketing just as much to working professionals of various ages.