NOHO

What NOHO does

NOHO (nohoshot.com) is a Phoenix-based, privately held direct-to-consumer beverage company that sells a single hangover recovery product, "The After Shot." Originally founded in 2011, the company relaunched in 2021 around a reformulated, all-natural recipe and a proprietary technology it calls Hydro-Nano Science. The product targets social drinkers and nightlife participants seeking a one-shot morning-after solution for dehydration, headache, and fatigue, and is sold in a single Passion Fruit flavor in three bundle sizes (6, 18, and 36 shots) priced from $30.60 to $162.

The After Shot is a 3 fl oz (89ml) shot built from nine ingredient categories: a Liver Blend, a Vitality Blend, an Amino Acid Blend, a Vitamin B Complex, a 72 Trace Electrolyte Complex, Vitamin C, low-dose caffeine (roughly one-quarter of a cup of coffee), Glucuronolactone, and Glutathione. The company's central technical claim is that nano-sized water clusters in the formula activate cellular metabolism and support "real hydration at the cellular level" rather than gut-level absorption. There is no third-party validation, patent, or trademark disclosed in the source data for this technology.

NOHO's business model is exclusively direct-to-consumer e-commerce through nohoshot.com, with no retail, wholesale, or marketplace distribution referenced. Revenue comes from one-time bundle purchases and an auto-ship subscription with skip, swap, and 24-hour cancellation mechanics. Marketing relies on organic social (Facebook, Instagram, Twitter/X) and an email newsletter under a "Party responsibly. Drink with intelligence." brand positioning. The company is bootstrapped with no disclosed funding, has 11–50 employees per the firmographics, and has not publicly reported revenue. Leadership is anchored by John Grdina as Chief Executive Officer and Chairman; no other executives are named in the source data.

Name

NOHO

Legal name

nohoshot.com

Website

https://nohoshot.com

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

11–50 employees

Short description

NOHO sells The After Shot, a 3 fl oz hangover recovery shot sold direct-to-consumer online. The product uses proprietary Hydro-Nano Science water-cluster technology to support cellular hydration and energy for social drinkers in the United States.

Ownership category

akta.pro rank

Headquarters

HQ city

Phoenix

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D, Infrastructure

Revenue model

1. Product Sales - One-time Purchase: Direct e-commerce sales of The After Shot product in three bundle sizes (6-shot, 18-shot, 36-shot packs) with volume discounts ranging from 15-25%.
2. Subscription/Recurring Revenue: Recurring subscription model allowing customers to set up automatic shipments with options to skip, swap flavors, add or remove products, and cancel 24 hours before next shipment date.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

NOHO manufactures and sells a single all-natural rapid morning recovery shot, "The After Shot," formulated with proprietary Hydro-Nano Science nano-sized water clusters and a 9-ingredient blend designed to support cellular hydration, energy, liver function, and toxin removal the morning after alcohol consumption. The 3 fl oz Passion Fruit shot is sold exclusively through the company's nohoshot.com website in three package sizes (6, 18, and 36 shots) via one-time purchase or recurring subscription.

Product overview

NOHO offers a single unified product called The After Shot, a rapid morning recovery dietary supplement designed to help consumers recover from alcohol consumption. The product uses Hydro-Nano Science technology with nano-sized water clusters to deliver nutrients at the cellular level for energy, hydration, and detoxification. The product is sold in three package sizes: The Kick Off (6 shots), The Weekender (18 shots), and The Host (36 shots), all containing the same 3 fl oz formulation in Passion Fruit flavor. The formula includes proprietary blends (Liver Blend, Vitality Blend, Amino Acid Blend) combined with Vitamin B Complex, 72 Trace Electrolyte Complex, Vitamin C, Caffeine, Glucuronolactone, and Glutathione. NOHO was reformulated and reimagined after a long hiatus, making it 'smarter, sexier, and all-natural.'

Differentiator

Problem solved

Functional benefit

Products and services

• The After Shot A 3 fl oz (89ml) Passion Fruit-flavored rapid morning recovery shot designed for individual adult social drinkers to take the morning after alcohol consumption. Uses proprietary Hydro-Nano Science nano-sized water clusters and a 9-ingredient blend (Liver Blend, Vitality Blend, Amino Acid Blend, Vitamin B Complex, 72 Trace Electrolyte Complex, Vitamin C, Caffeine, Glucuronolactone, and Glutathione) to support cellular-level hydration, energy, liver function, mental clarity, and toxin removal. Sold in package sizes of 6, 18, and 36 shots via one-time purchase or subscription.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Recent moves3 records

Expansion highlights2 records

Emerging players

• Kin Euphorics: Functional, non-alcoholic 'adaptogenic' beverage positioned for the moderation and 'sober-curious' social occasion. Compares on target consumer (adults substituting alcohol with functional drinks) and on premium-shot/wellness-shot SKU format aspirations.
• Recess: Functional mood/calm beverage brand sold DTC and at retail. Comparable as a similarly sized 'functional beverage as new social ritual' DTC brand marketing to adults replacing alcohol-adjacent consumption occasions.
• MUD\WTR: Mushroom-based functional coffee alternative sold via subscription DTC. Comparable as a similarly sized subscription-led, benefit-forward functional beverage brand demonstrating the operating playbook NOHO is pursuing.
• Cure Hydration: Premium powdered hydration brand in the same 'clean-label, electrolyte-driven' functional beverage lane as NOHO. Comparable on DTC e-commerce, target consumer (active, social, ingredient-conscious), and category narrative even though use case is general hydration rather than hangover.

Broad incumbents

• Liquid I.V. Leading powdered hydration multiplier brand now owned by Unilever. Comparable on clean-label positioning, heavy-hydration messaging, and functional beverage DTC-to-retail scaling pattern — a strategic acquirer archetype for what NOHO could grow into.
• 5-hour Energy: Mass-market energy shot incumbent with national retail distribution. Relevant because it defines the functional 2-oz shot format that NOHO operates in and demonstrates the scale and shelf-saturation NOHO will need to compete against at the energy/wellness shot category level.

Direct peers

• DrinkAde: DTC hangover-prevention drink sold as a powdered mix to be consumed before bed. Competes with NOHO for the same social-drinker wallet, addressing the same use case from a pre-drink vs. post-drink angle — the most natural demand-side substitute set.
• Blowfish (for Hangovers): Effervescent hangover tablets sold via DTC and retail, long-running category incumbent. Comparability set by identical use case (morning-after recovery), DTC-first GTM, and mass-market price positioning versus NOHO's premium-shot positioning.
• Myrkl (De-Simpl): Capsule-form hangover mitigation product with patented fermentation technology, sold DTC primarily in UK/EU. Comparable as a science-led hangover brand using a singular mechanism-of-action story very similar to NOHO's Hydro-Nano Science narrative.
• Cheers (DrinkCheers): Direct DTC competitor selling a 'next-day' hangover recovery supplement in pill/powder form. Targets the same social drinker persona and runs on a similar e-commerce + subscription model, making the pricing, retention, and unit economics directly comparable to NOHO's After Shot.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat1 record

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/NOHOdrink
• Facebookfacebook.com/NOHODRINK
• Instagraminstagram.com/nohoshot/?hl=en
• LinkedInlinkedin.com/company/noho-drink

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about NOHO