[01] Founder
DRISSEL FARIA
Driss El Faria is a versatile, innovative entrepreneur who moves fluidly across beverage, technology and entertainment, always focused on innovation and strategic collaboration. He has combined innovation with strategy to bring his products to a global audience.
With a proven track record of partnering with celebrities and influencers to amplify the impact of his brands, Driss is expanding his entrepreneurial portfolio.
Among the brands he has created and developed are Aviva Wines, Bombeer, Mood Wines, Au Vodka and Tequiero Tequila. The results achieved in just a few years, together with technological innovation, transparency and the ability to anticipate consumer trends, have allowed him to expand his connections across entertainment and business.
[02] From 2016 to today
THESTORY
[02] From 2016 to today
2016
The beginnings
Driss's entrepreneurial story begins in 2016 when, as a young man, he takes over a venue in his hometown: Vigevano. From there comes the drive to monetize the contacts built in that industry, and he starts studying the beverage world.
The decision to self-fund immediately confronts him with the need to stand out at all costs — using inventiveness to reach places capital alone couldn't.
2019
Aviva Wines
The first product is designed to fill a gap in the market and generate fresh demand around it. In September 2019 that ideal product arrives in Aviva Wines, a wine-flavoured alcoholic drink whose bright colours and glitter effect turn it into the bestseller in Italy on Amazon in the "wines and sparkling wines" category, breaking through thanks to a sharp strategic approach and the collaboration with Fedez. Aviva created a whole new product category that didn't exist before: coloured sparkling wines. Several major wine producers then started copying the idea.
To distribute the product exclusively in Italy he founded El Original Srl; to manage and automate day-to-day operations he built Proonty, a business management software with electronic invoicing.
2020
Bombeer & Mood Wines
In July 2020 he starts a high-profile collaboration with Christian Vieri, and together they found Bombeer Srl. Eight months later Mood Wines is launched — the world's first Italian luminous sparkling wine.
Just over a year later he decides to exit the Bombeer project by selling his shares.
2022 — 2023
Au Vodka and football beers
In September 2022 he secures exclusive distribution for Italy of Au Vodka, the premium vodka bestseller in the UK, and launches the product in the country by signing a partnership with Sfera Ebbasta.
In March 2023, thanks to a licensing deal with Juventus FC SPA, Juventus Beer launches — one of the first beers in the world branded by a football club. In June 2023 a licensing agreement follows with SSC Napoli, and in October with AC Milan.
July 2024
Tequiero Tequila
In July 2024 he creates the Tequiero Tequila brand together with Cosimo Fini, known on stage as Gué.
September 2024
Compagnia dei Caraibi distribution
Two months after launch, the first exclusive distribution agreement in Italy is signed with Compagnia dei Caraibi.
March 2026
Still Gin
In March 2026, 25H Holding closes an exclusive distribution agreement in Italy for Still Gin, the gin by Dre and Snoop.
2016
The beginnings
Driss's entrepreneurial story begins in 2016 when, as a young man, he takes over a venue in his hometown: Vigevano. From there comes the drive to monetize the contacts built in that industry, and he starts studying the beverage world.
The decision to self-fund immediately confronts him with the need to stand out at all costs — using inventiveness to reach places capital alone couldn't.
2019
Aviva Wines
The first product is designed to fill a gap in the market and generate fresh demand around it. In September 2019 that ideal product arrives in Aviva Wines, a wine-flavoured alcoholic drink whose bright colours and glitter effect turn it into the bestseller in Italy on Amazon in the "wines and sparkling wines" category, breaking through thanks to a sharp strategic approach and the collaboration with Fedez. Aviva created a whole new product category that didn't exist before: coloured sparkling wines. Several major wine producers then started copying the idea.
To distribute the product exclusively in Italy he founded El Original Srl; to manage and automate day-to-day operations he built Proonty, a business management software with electronic invoicing.
2020
Bombeer & Mood Wines
In July 2020 he starts a high-profile collaboration with Christian Vieri, and together they found Bombeer Srl. Eight months later Mood Wines is launched — the world's first Italian luminous sparkling wine.
Just over a year later he decides to exit the Bombeer project by selling his shares.
2022 — 2023
Au Vodka and football beers
In September 2022 he secures exclusive distribution for Italy of Au Vodka, the premium vodka bestseller in the UK, and launches the product in the country by signing a partnership with Sfera Ebbasta.
In March 2023, thanks to a licensing deal with Juventus FC SPA, Juventus Beer launches — one of the first beers in the world branded by a football club. In June 2023 a licensing agreement follows with SSC Napoli, and in October with AC Milan.
July 2024
Tequiero Tequila
In July 2024 he creates the Tequiero Tequila brand together with Cosimo Fini, known on stage as Gué.
September 2024
Compagnia dei Caraibi distribution
Two months after launch, the first exclusive distribution agreement in Italy is signed with Compagnia dei Caraibi.
March 2026
Still Gin
In March 2026, 25H Holding closes an exclusive distribution agreement in Italy for Still Gin, the gin by Dre and Snoop.
[03] Video
INTERVIEWS ANDDOCUMENTARIES
[03] Video
From Aviva Wines to Tequiero Tequila: the SECRETS behind celebrity brands
He's the man behind the drinks of the stars (and you don't know it)
Tequiero Tequila — From Mexico straight to the World
From PR to entrepreneur in the beverage world
Au Vodka — Our tour of the new £5,000,000 headquarters
Who's BEHIND Gué's Tequila? — With Driss El Faria and Chapeau Project
