The name Raphael Yakoby may not instantly ring a bell but he is the man behind the unique pink creation generating much excitement and attraction in Jamaica and in many other parts of the world. Raphael Yakoby, the creator of Nuvo sparkling liqueur, flew into the island Wednesday last, March 22, to officially launch the brand.

Yakoby’s experience in the beverage industry began shortly after college, when he started importing wines from the country of Georgia. In the interest of expanding into the spirit industry, Yakoby began working on his first liquor creation, Hpnotiq, which has become a major seller in the local market, particularly on the entertainment scene. After selling Hpnotiq in 2003, Yakoby took a one-year sabbatical to consider his next big ‘liquor’ move. So intrigued was he by the abundance of liquors on the market geared towards men that he turned his attention to the female consumer and a beverage that combined the purity of a spirit with the elegance of a champagne, encompassing beauty and luxury.

It took Yakoby two and a half years to develop Nuvo Sparkling Liqueur, the world’s first Sparkling Liqueur and the first of its kind in the liquor industry. The packaging was inspired by the perfume industry, designed with small details aimed at the female consumer such as the floral design, the lipstick effect of the cap and soft pink hue of the beverage.

Thursday Life (TL): Was it easier the second time around?

Raphael Yakoby (RY): The first time I had no experience, so it was hard opening those doors. I literally went door to door selling my product to restaurants. The second time, the doors were much easier to open, but people also expected a lot more from me right away. I couldn’t afford to make those little mistakes I made the first time. Also, with Nuvo, the packaging was much more intricate.

(TL): Is that why it took you so long to launch it?

(RY): In this business, you have to be so perfection oriented in not settling for what you don’t want. I must have tried at least 175 different blends and seen 75 different packaging concepts before deciding this is the right fit, the right look and the right feel. It takes incredible patience to get a product exactly right.

Now through Diageo and Red Stripe, Raphael has taken Nuvo to Jamaica. The product is available at select outlets and poured at premium events and has been generating a major following.

Jamaica is a great market for Nuvo. I am happy to be here for the official launch and am optimistic that consumers will love our product. We have dancehall divas Lady Saw and Tifa representing the brand here and both are sexy, trendy and love to celebrate the good life — just like Nuvo.

Made with premium French vodka, a touch of delicate sparkling white wine and infused with passion fruit nectar, Nuvo has been delighting taste buds. Nuvo was launched in the United States over two years ago, and has become a favourite amongst party profilers and entertainment personalities, as it allows them to stand out and look stylish. Jamaican consumers have already shown a strong appetite for Nuvo from the social marketing websites, hip-hop and R&B videos, and the multiple celebrity endorsements, which include Eva Longoria, Fat Joe, T-Pain and Flo-Rida.

Its unique blend of vodka, sparkling wine and fruit nectars allows for one of the best single-serve drinks as well as a mixer for perfect cocktails, thus offering consumers even more ways to enjoy the product.

(TL): Have you always had discerning taste buds?

(RY): I wouldn’t say that, but I know what I like. A lot of this is being able to believe in your own tastes and abilities. If you go by focus groups you get so many different opinions you don’t know where to turn.

(TL): Now that you’ve launched, what’s a typical day like?

(RY): First thing in the morning we’re on the phone with all the supply teams, from the glass company to the natural fruit producer. Then we’ll have discussions throughout the day with regard to the sales aspects, the promotional aspects. We’ll ask ourselves what events we should be a part of and what events we should not be a part of. There really are not enough hours in the day.