Pruno & Hooch: Gangster Wine for $4.99 that helps to rehabilitate.

What happens when the Executive Producer of Bottle Shock, Wine Connoisseur and one of LA's Influencers is chased to jail by the IRS? GANGSTER WINE!
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Joe Davis
Fashion
Los Angeles, California
United States
3 Team Members


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!

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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.

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Pruno & Hooch License Plate Frame - $10

DESCRIPTION: Rep your coast with either the West Coast Pruno or East Coast Hooch Licence Plate Frame. 

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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. 

$3,422USD
raised in 1 month
7% funded
0 time left
$50,000 USD goal
Flexible Funding This campaign has ended and will receive all funds raised.
Campaign Closed
This campaign ended on July 17, 2014
Select a Perk
  • $2USD
    VOTE EAST COAST

    By making a $2 pledge or "vote" for the East Coast, your $2 pledge will be your ticket in, should the East Coast win. The "after party" will be a FREE Hip Hop concert by a surprise East Coast multi-platinum hip hop recording artist.* Location and venue to be determined at the end of the Indiegogo campaign, taking into account the best central location for the concert from all who pledge, should the East Coast win.

    3 claimed
  • $2USD
    VOTE WEST COAST

    By making a $2 pledge or "vote" for the West Coast, your $2 pledge will be your ticket in, should the West Coast win. The "after party" will be a FREE Hip Hop concert by a surprise West Coast multi-platinum hip hop recording artist.* Location and venue to be determined at the end of the Indiegogo campaign, taking into account the best central location for the concert from all who pledge should the West Coast win.

    6 claimed
  • $5USD
    P&H MONEY ROLL BAND

    Roll your paper with the West Coast Pruno or East Coast Hooch Money Roll Band. *At the end of the campaign, we will ask your choice of Pruno or Hooch.

    1 claimed
  • $10USD
    P&H LICENSE PLATE FRAME

    Rep your coast with either the West Coast Pruno or East Coast Hooch Licence Plate Frame. Available in either chrome or black. *At the end of the campaign, we will ask your choice of Pruno or Hooch, black or chrome.

    0 claimed
  • $20USD
    P&H T-SHIRT OR TANK

    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. *At the end of the campaign, we will ask your choice of Pruno (West) or Hooch (East), Size (S,M,L,XL,XXL), Color (Black or White).

    1 claimed
  • $20USD
    P&H Women's Top

    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. *At the end of the campaign, we will ask your choice of Pruno (West) or Hooch (East), Size (S,M,L), Color (Black or White).

    0 claimed
  • $20USD
    'HOTTIE' T-SHIRT OR TANK

    Help support the FREE JEREMY MEEKS campaign with the customized P&H 'HOTTIE' T-Shirt or Tank Top. 50% of all profits from sales going towards Jeremy Meeks' bail set at $1,000,000.00! *At the end of the campaign, we will ask your choice of T-shirt or Tank in White and Size (S, M, L, XL).

    0 claimed
  • $20USD
    'TOO HOT' T-SHIRT OR TANK

    Help support the FREE JEREMY MEEKS campaign with the customized P&H 'TOO HOT' or 'INNOCENT' T-Shirt or Tank Top. 50% of all profits from sales going towards Jeremy Meeks' bail set at $1,000,000.00! *At the end of the campaign, we will ask your choice of T-shirt or Tank in Black or White and Size (S, M, L, XL).

    0 claimed
  • $25USD
    P&H LIGTHER & FLASK SET

    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. *At the end of the campaign, we will ask your choice of Pruno (West) or Hooch (East), Size (S,M,L,XL,XXL), Color (Black or White).

    0 claimed
  • $25USD
    P&H Premium Hat

    Rep your coast with either the West Coast Pruno or East Coast Hooch Premium Hat. Available in many styles, East Coast or West Coast. *At the end of the campaign, we will ask your choice of Pruno (West) or Hooch (East) and style.

    0 claimed
  • $35USD
    P&H HOODIE

    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. *At the end of the campaign, we will ask your choice of Pruno (West) or Hooch (East), Size (S,M,L,XL,XXL), Color (Black or Grey).

    0 claimed
  • $50USD
    CASE OF P&H (12 BOTTLES)

    Get your drink on with a case of Pruno & Hooch. Make your own case by picking and choosing between the West Coast Pruno (Red), The East Coast Hooch (White) or the Bi-Coastal Moscato. *At the end of the campaign we will ask for your choice of the red, white and moscato and issue you a voucher for pick up at your local store.

    2 claimed
  • $60USD
    P&H SWAG BAG

    Rep your coast with either the West Coast Pruno or East Coast Hooch Swag Bag. Your choice of any 3 items: License Plate, Flask/ Light Set, T-shirt/ Tank Top, Women's Top, P&H Hat. Heck, we will even through in the money roll too! Available in either Black or White, East Coast or West Coast. *At the end of the campaign, we will ask your choice of Pruno (West) or Hooch (East), Size (S,M,L,XL,XXL), Color (Black or White) on all items.

    1 claimed
  • $99USD
    2 CASES OF P&H (24 BOTTLES)

    Get your drink on with 2 cases of Pruno & Hooch. Make your own cases by picking and choosing between the West Coast Pruno (Red), The East Coast Hooch (White) or the Bi-Coastal Moscato. *At the end of the campaign we will ask for your choice of the red, white and moscato and issue you a voucher for pick up at your local store.

    1 claimed
  • $1,000USD
    LA Party Jay-Z & Beyonce

    All Pruno & Hooch swag + One night stay at the Hollywood Roosevelt Hotel + 2 tickets to Jay-Z & Beyonce at the Staple Center on Aug. 3rd + Visit the Pruno & Hooch Offices and Party with Joe Davis + Two cases of Pruno & Hooch in your hotel room.

    1 out of 5 claimed
    Estimated delivery: September 2014
  • $1,000USD
    Melbourne Party Kanye West

    All Pruno & Hooch swag + One night stay at the Langham Melbourne Hotel + 2 tickets to Kanye West at the Rod Laver Arena on Sept. 9th + A guided tour of the historical jail, The Old Melbourne Gaol + Two cases of Pruno & Hooch in your hotel room.

    0 out of 5 claimed
  • $1,000USD
    SF Party Wiz & Jeezy

    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 + Two cases of Pruno & Hooch in your hotel room.

    0 out of 5 claimed
  • $1,000USD
    London Party Pharrell

    All Pruno & Hooch swag + One night stay at the Mont Clam Hotel + 2 tickets to Pharrell at the O2 Arena + A two hour guided tour of historical Clink Prison + Two cases of Pruno & Hooch in your hotel room.

    0 out of 5 claimed
  • $1,500USD
    NYC Party Rhianna + Eminem

    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) + Two cases of Pruno & Hooch in your hotel room.

    0 out of 5 claimed
  • $3,000USD
    P&H Commercial Extra

    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

    0 out of 5 claimed
  • $5,000USD
    P&H Commercial Role

    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

    0 out of 1 claimed
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