The company was founded by Moulay Driss El Faria.

Driss’ entrepreneurial story began in 2016 when, at a very young age, he took over a bar in his hometown of Vigevano.
This gave rise to a desire to monetise the contacts made in this sector and he began to study the world of beverages.

The desire to self-finance immediately made him aware that he had to be different at all costs in order to arrive with inventiveness where capital would not arrive.
The first product was born precisely to fill a supply gap on which to create new market demand. In September 2019, he found the ideal product in Aviva Wines, a wine-flavoured alcoholic beverage that, thanks to its colouring and glitter effect, became the bestselling product in Italy in the beverage category, imposing itself on the market thanks to its strategic approach and collaboration with Fedez. He thus decided to found El Original Srl to manage its distribution in Italy.

In July 2020, he started a major collaboration with Christian Vieri, and together they founded Bombeer Srl. Eight months later, Mood Wines was born, the first luminous Italian prosecco in the world.

A little over a year later, he made his second exit by leaving Bombeer Srl and, in September 2022, obtained the exclusive distribution for Italy of Au Vodka, a premium vodka bestseller in the UK, and launched the product on the Peninsula by signing a partnership with Sfera Ebbasta.

In March 2023, thanks to the licensing agreement with Juventus FC SPA, Juventus Beer was born, one of the first beers in the world to be branded by a football team.
In June 2023 follows the licensing agreement with SSC Napoli and in October with Ac Milan.

Moulay Driss
El Faria

CEO and founder of
25H Holding

Moulay Driss
El Faria

CEO and founder of
25H Holding