Technical Notes Nuvo was created by Raphael Yakoby in 2007. Mr. Yakoby had two formative insights when creating Nuvo. Cocktails like cosmopolitans and apple martinis were popular with women, liquor brand marketing was geared nearly exclusively to men. "So I was thinking that the female consumer was one of the biggest consumers of these luxury goods brands, and really, as far as the liquor industry was concerned, there was nothing that represented that cachet," said Mr. Yakoby.

A market research company with offices in London, Chicago, New York, Shanghai, Tokyo and Sydney, say that women who drink alcohol prefer fruitier concoctions. Raphael, also having done his homework said "Women tend to have a little more of a sweeter palate, a little more of a fruitier palate, and they want to taste the alcohol, but they don’t want it to be as powerful as a bourbon or a straight vodka." Since it hit the shelves, Nuvo appeared in hip-hop videos by musicians including Jamie Foxx, T-Pain, Flo Rida, Keri Hilson, and Monica and in Latin music videos by musicians including Jenni Rivera, Wisin Y Yandel, Paulina Rubio, Aventura and Omega.