![]()
![]()
![]()
![]()
With lessons learned, Pruno & Hooch has partnered with Homeboy Industries to provide high-risk, formerly gang-involved inmates, counseling and support to enter back into society as contributing members of our communities.
![]()
A portion of pledged funds will go directly to Homeboy Industries.
![]()
![]()
![]()
Joe Davis, the Co-founder of Pruno & Hooch had the unfortunate and fortunate experience of spending time in jail. Prior to prison, Joe was the executive producer for the movie BOTTLE SHOCK; an award winning film that tells the true story of Chateau Montelena, and how it launched Napa Valley as a wine community.
So what does Joe do after serving his time of 5 1/2 months? He brings home and creates an American heritage brand; capitalizing on 100 year old iconic brands, pruno & hooch, that have been inside the prison systems.
![]()
![]()
Pruno has been around for over a century, and is known west of the Mississippi. This prison made alcohol east of the Mississippi is known as hooch.
![]()
It has been an inmate staple for inside prison walls for centuries. Both are alcoholic beverages made by prisoners for prisoners.
![]()
Hidden from the guards and prison wardens, pruno and hooch is stashed under the inmates’ bunks, inside walls and toilets, or in the shower area.
![]()
![]()
VOTE! The coast with the most funds raised will be host to the Exclusive Pruno & Hooch After Party. By making a $2 pledge or "vote", your $2 pledge will be your ticket in, should your coast come on top. NY represents ALL of the east coast, and LA represents ALL of the west coast.
The "after party" will be a FREE concert by a multi-platinum hip hop recording artist.
Trust us...you will NOT want to miss this!
![]()
![20140611213423-EAST]()
![]()
![]()
![]()
Inmates make their “wines” with scraps of apples, oranges, fruit cocktail, ketchup, sugar, milk, and other ingredients, they can smuggle into their cells. Bread provides the yeast for the Pruno or Hooch to ferment, then turning it into alcohol.
![]()
The concoction can be made using only a plastic bag, hot running water, and a towel or sock to conceal the pulp during fermentation.
A dangerous undertaking for a prisoner... but in the end, much worth the risk for a coveted glass of Pruno or Hooch!
![]()
![]()
This historical, classic beverage, originating from prisoners, is now a concept bottled with delicious California juice. It can be purchased at your local Mom & Pop shops.
![]()
Pruno & Hooch Moscato will be a third wine product. Moscato is by far, the fastest-growing wine varietal in the United States marketplace today, and especially among the millennial generation and urban demo-graphic.
Anything but homemade.
To the contrary, while the brand harkens back to a dark memory, the present-day Pruno & Hooch wines will be professionally bottled, attractively bottled, well-priced and wonderful wines.
![]()
All of the juice will come from California, from delicious grapes. With an unbeatable price tag, equaling the same price as a 20 oz. Red Bull.
![]()
![]()
Support Pruno & Hooch by pledging for some of the rewards below.
Pruno & Hooch Money Roll - 2 for $5
![]()
DESCRIPTION: The Pruno & Hooch money roll band. Hold your money together with this authentic P&H band.
![20140613190232-reserve]()
![]()
Pruno & Hooch License Plate Frame - $10
![]()
DESCRIPTION: Rep your coast with either the West Coast Pruno or East Coast Hooch Licence Plate Frame.
![20140613190232-reserve]()
![]()
Pruno & Hooch T-Shirt or Tank Top - $20
![]()
DESCRIPTION: Rep your coast with either the West Coast Pruno or East Coast Hooch T-Shirt or Tank Top. Available in either Black or White, East Coast or West Coast.
![20140613190232-reserve]()
![]()
Pruno & Hooch Women's Top - $20
![]()
DESCRIPTION: Rep your coast with either the West Coast Pruno or East Coast Hooch Women's Top. Available in either Black or White, East Coast or West Coast.
![20140613190232-reserve]()
![]()
Pruno & Hooch Premium Hat - $25
![]()
DESCRIPTION: Rep your coast with either the West Coast Pruno or East Coast Hooch Premium Hat. Available in many styles, East Coast or West Coast.
![20140613190232-reserve]()
![]()
Pruno & Hooch Lighter & Flask Set - $25
![]()
DESCRIPTION: Rep your coast with either the West Coast Pruno or East Coast Hooch Lighter and Flask Set. Available in either Black or White, East Coast or West Coast.
![20140613190232-reserve]()
![]()
Pruno & Hooch Hoodie - $35
![]()
DESCRIPTION: Rep your coast with either the West Coast Pruno or East Coast Hooch Hoodie. Available in either Black or Grey, East Coast or West Coast.
![20140613190232-reserve]()
![]()
Pruno & Hooch Case of 12 Bottles - $50
![]()
DESCRIPTION: Get your drink on with a case of Pruno & Hooch. Choose between either the West Coast Pruno (Red), The East Coast Hooch (White) or the Bi-Coastal Moscato.
![20140613190232-reserve]()
![]()
Pruno & Hooch Swag Bag - $60
![]()
DESCRIPTION: Rep your coast with either the West Coast Pruno or East Coast Hooch Swag Bag. Your choice of any 3 items: License Plate, Flask/ Lighter Set, T-shirt/ Tank Top, Women's Top, P&H Hat. Heck, we will even throw in the money roll too!
![20140613190232-reserve]()
![]()
Pruno & Hooch Case of 24 Bottles - $100
![]()
DESCRIPTION: Get your drink on with 2 cases of Pruno & Hooch. Make your own case by picking between either the West Coast Pruno (Red), The East Coast Hooch (White) or the Bi-Coastal Moscato.
![20140613190232-reserve]()
![]()
Los Angeles Party With Jay-Z & Beyonce (Aug. 3rd) - $1,000
![]()
DESCRIPTION: All Pruno & Hooch swag + One night stay at the Hollywood Roosevelt Hotel + 2 tickets to Jay-Z & Beyonce at the Staples Center + Visit the Pruno & Hooch offices and party with Joe Davis + surprise gift in your hotel room.
![20140613190232-reserve]()
![]()
Melbourne Party With Kanye West
(Sept. 9th) - $1,000
![]()
DESCRIPTION: All Pruno & Hooch swag + One night stay at the Langham Melbourne Hotel + 2 tickets to Kanye West at the Rod Laver Arena + A guided tour of the historical jail, The Old Melbourne Gaol + surprise gift in your hotel room.
![20140613190232-reserve]()
![]()
San Francisco Party With Wiz Khalifa & Young Jeezy (Aug 22nd) - $1,000
![]()
DESCRIPTION: All Pruno & Hooch swag + One night stay at the Intercontinental San Francisco + 2 tickets to Wiz Khalifa and Young Jeezy at The Shoreline Amphitheater + A two hour guided tour for two of the historical island of Alcatraz + surprise gift in your hotel room.
![20140613190232-reserve]()
![]()
London Party With Pharrell (Oct. 9th) - $1,000
![]()
DESCRIPTION: All Pruno & Hooch swag + One night stay at the Montcalm Hotel + 2 tickets to Pharrell at the O2 Arena + A two hour guided tour of historical Clink Prison + surprise gift in your hotel room.
![20140613190232-reserve]()
![]()
NYC Party With Rhianna & Eminem + Celebrity HipHop Tour (Aug. 17th) - $1,500
![]()
DESCRIPTION: All Pruno & Hooch swag + Two night stay at the Viceroy + 2 tickets to Rhianna & Eminem at the MetLife Arena + A four hour, celebrity guided hip-hop tour of the birthplace of hip hop, in the Bronx & Harlem. Aug. 16 (Kurtis Blow, Grand Master CAZ, or Raheim) + surprise gift in your hotel room.
![20140613190232-reserve]()
![]()
Extra In Pruno & Hooch Commercial - $3,000
![]()
DESCRIPTION: Be an extra in the Pruno & Hooch commercial with our brand ambassador and multi-platinum recording artist, to be announced after crowd funding campaign + One night stay at the famous Hollywood Roosevelt Hotel + Visit to the Pruno & Hooch office on the walk of fame & lunch with the Co-Founders.
![20140613190232-reserve]()
![]()
Feature In Pruno & Hooch Commercial - $5,000
![]()
DESCRIPTION: Be a featured role in the Pruno & Hooch commercial with our brand ambassador and multi-platinum recording artist, to be announced after crowd funding campaign + One night stay at the famous Hollywood Roosevelt Hotel + Visit to the Pruno & Hooch office on the walk of fame & lunch with the Co-Founders
![20140613190232-reserve]()
![]()
![]()
As well as being a successful movie producer in Hollywood, and a wine connoisseur, Davis has had much success with his entrepreneurial endeavors with companies such as Aamco, Chevrolet, and Trauma Records.
In 2012 while Joe was in production on various celebrity commercial projects, a surprise that he believes was a part of his destiny, came knocking at his door….
![]()
The FBI indicted Joe for taxes, and he was immediately taken to a down town Los Angeles mens federal holding facility.
![]()
![]()
Prison is no joke. The underground world is full of dangerous bureaucracy, drugs, assault and things you can not even imagine; and of course… make shift wineries.
![]()
![]()
![]()
No one imagines that one day they will be in prison, locked up from everything familiar... but it was there that I realized what is important in life.
"I had lived an incredible life up until this point, being in the music business and entertainment business had allowed me the ultimate in luxuries. I had had it all.
From homes on the beach, to Rolls Royce's, to private jets with celebrities.
![]()
...and now I had found myself in prison, penniless, and abandoned by all. I realized then and there, that this was my journey, that the reason I ended up in this situation was to discover Pruno & Hooch."
Joe Davis
![]()
Life is precious, we do make mistakes, but it's who we become from them that matters…
![]()
![]()
This new born idea gave Joe hope, and helped him deal with the heartache that he faced in prison, of losing everything he had once built.
"I plan to give 5% to a charity which helps the recidivism rate of inmates."
![]()
"I am very passionate about second chances in life, and know that giving back to inmates who truly want to make a better life for themselves, is now my calling and my vehicle is Pruno & Hooch."
![]()
![]()
![]()
Or, do... Just be sure to mail Joe a souvenir...
Joe Davis | 7080 Hollywood Blvd. #1100 | Los Angeles, CA 90028
The concoction can be made using only a plastic bag, hot running water, and a towel or sock to conceal the pulp during fermentation.
![]()
![]()
![]()