From Best Friends To Business Titans: 7 Surprising Facts About Julianne Hough And Nina Dobrev’s Evolving Empire

The enduring friendship between Julianne Hough and Nina Dobrev has captivated fans for over a decade, but their professional journey has taken a dramatic and unexpected turn in late 2024 and through 2025. What began as a fun, celebrity-backed low-calorie wine brand has now pivoted into a major tech and commerce platform, marking one of the most significant business model transformations in recent celebrity entrepreneurship. This article, updated in December 2025, dives into the latest developments, from their personal lives to the shocking evolution of their joint venture.

The duo, who initially bonded over their shared love of travel, fitness, and wine, have proven they are more than just Hollywood besties. They are savvy business partners navigating the complex world of public companies and strategic acquisitions. Their story is a masterclass in leveraging personal brand for a major market shift, proving that their partnership is built on far more than just red carpet appearances and joint vacations.

The Complete Profile: Julianne Hough and Nina Dobrev Biography

The foundation of their partnership lies in their individual careers, which have both seen tremendous success and public recognition. Their diverse backgrounds in dance, acting, and television have given them the business acumen and public platform necessary to launch and evolve a major company.

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Julianne Hough: Dancer, Singer, Actress, and Host

• Full Name: Julianne Alexandra Hough
• Born: July 20, 1988 (Age 37 in 2025)
• Place of Birth: Orem, Utah, U.S.
• Career Highlights:
• Two-time professional champion on ABC's Dancing with the Stars (DWTS).
• Served as a judge on Dancing with the Stars and America's Got Talent.
• Actress in films like Footloose (2011), Rock of Ages (2012), and Safe Haven (2013).
• Co-hosted the 77th Tony Awards in 2024.
• Released a self-titled country music album in 2008.

Nina Dobrev: Actress, Producer, and Activist

• Full Name: Nikolina Kamenova Dobreva
• Born: January 9, 1989 (Age 36 in 2025)
• Place of Birth: Sofia, Bulgaria (moved to Canada at age 2).
• Career Highlights:
• Breakout role as Elena Gilbert and Katherine Pierce in The CW's supernatural drama series The Vampire Diaries.
• Starred in films including The Perks of Being a Wallflower (2012), xXx: Return of Xander Cage (2017), and Love Hard (2021).
• Began her career with roles in Degrassi: The Next Generation.
• Known for her philanthropic work and activism.

The Shocking Business Pivot: From Fresh Vine Wine to Amaze Holdings

The biggest and most current news surrounding Julianne Hough and Nina Dobrev is the complete overhaul of their joint business venture, Fresh Vine Wine. Launched in 2021, the brand was known for its premium, low-carb and low-calorie wine collection, catering to a health-conscious lifestyle.

However, in a significant strategic move that redefined the company, Fresh Vine Wine, Inc. announced a major pivot in 2025.

The Acquisition and Rebrand of 2025

In March 2025, the company successfully completed the acquisition of Amaze Software, Inc., a leading creator-powered commerce platform.

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This was not a mere expansion; it was a fundamental business model change. The company officially changed its corporate name from Fresh Vine Wine, Inc. to Amaze Holdings, Inc. and began trading under the new ticker symbol "AMZE."

This strategic shift moves the company away from being primarily a celebrity-backed wine producer to a major player in the digital commerce and creator economy space. While the original low-carb wine brand may still exist as a product line, the corporate focus is now entirely on the technology and software platform, showcasing the entrepreneurs' willingness to embrace a radical transformation to pursue growth and market relevance.

Behind the Scenes: The True Depth of Their Celebrity Friendship

Despite their massive career shifts and the complexity of running a publicly traded company, the core of their bond remains their genuine, supportive friendship. They frequently document their joint trips, holidays, and celebrations, proving that their connection extends far beyond the boardroom.

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1. The Origin Story: How They Met

Julianne and Nina met through a mutual friend in 2012, quickly becoming inseparable. Their initial connection was rooted in their shared love for adventure, fitness, and a similar outlook on life, which later translated seamlessly into their business partnership. They often refer to themselves as "besties" and "soul sisters."

2. Navigating Personal Milestones (and Splits) Together

The friends are deeply integrated into each other's personal lives. For example, Julianne was an integral part of Nina Dobrev's inner circle during her five-year relationship with Olympic snowboarder Shaun White. Julianne was present for Nina's 35th birthday celebration at Disneyland in January 2024.

Most recently, Julianne has been a source of support following the news that Nina Dobrev and Shaun White ended their engagement in September 2025, a mutual decision after five years together. This highlights the depth of their bond, as they are there for each other through major life transitions.

3. The 'Besties to Business Partners' Dynamic

The decision to launch Fresh Vine Wine together was a natural extension of their friendship. They often discuss how lucky they are to be best friends and business partners, a dynamic that requires immense trust and clear communication. Their interviews frequently emphasize their collaborative approach, where their mutual respect helps them navigate the challenges of the corporate world.

4. Their Shared Wellness Philosophy

A key thread connecting their personal lives and their initial business venture is a shared commitment to wellness. The original Fresh Vine Wine brand concept was born from this philosophy—creating a product that allowed them to enjoy wine without compromising their healthy, active lifestyles. This focus on health-conscious consumption is an LSI keyword that defines their brand identity, even as the company's corporate structure has changed.

The Future of Amaze Holdings and Their Roles

With the pivot to Amaze Holdings, the question remains about Julianne Hough and Nina Dobrev's roles. While they were the faces and driving forces of the wine brand, their involvement with the new creator-powered commerce platform is expected to focus on strategic vision and brand ambassadorship. Their celebrity status is now a powerful asset to attract other creators and brands to the Amaze platform, leveraging their own success as a case study for the creator economy. The company's future is tied to its ability to redefine how content creators monetize their influence, a massive market shift that the duo is now positioned to lead.