Avella entrepreneur jumps into reality TV
Bobby Schubenski of Southpointe, co-owner of Blackcraft Spirits, holds a bottle of his whiskey at Bull Penn Rustic Inn in Avella recently.
A bottle of Blackcraft Ghost Pepper Whiskey at Bull Penn Rustic Inn in Avella
Josh Konecheck of Avella turns through mud in Blackcraft Spirits gear as part of a newly formed racing team.
It started with Marilyn Manson and the gender-bending 1998 music video “The Dope Show.” Bobby Schubenski, then 14, was captivated by the industrial metal musician and his rejection of societal norms.
Now 27, the Avella High School grad knew he would be doubted as he paved a path in the music and entertainment industries, including forming a hardcore band dubbed Rated Zero.
“I never cared about school. I just wanted to do music. It was my passion and dream, and I was going to do anything to make it. I (did merchandise work) for the band Eighteen Visions right out of high school. I went to California. I knew I had to do whatever I had to do to get my foot in the door with a major touring band, and I was so hungry to learn this industry and eventually play bass. I offered to work for a hundred bucks a week,” said Schubenski, who now splits time between homes in Southpointe and Newport Beach, Calif.
The entrepreneur has his hands in wrestling, motocross and even local golf tournaments, as he’s parlayed his success from playing in several national touring bands into brand management. His latest venture, Blackcraft Spirits, will be a featured storyline on the next season of “Total Divas” on the E! channel, which he was on last season with his fiancée, Milena Roucka, or “Rosa Mendes,” one of the stars on the show documenting relationship drama among wrestling “divas.” The two have a 6-month-old daughter, Jordan, and Schubenski said his fianceé and daughter are his inspiration.
“Everything in life is a work – like the pro wrestling term – it’s about believing in yourself. Coming from a small town, the odds are against you. So after so many people doubting me and saying, ‘Nah, man, you can’t start a clothing line. You can’t make a whiskey line,’ I turned to myself and those who stuck by me. Now, that’s my fianceé and my baby girl,” Schubenski said, “because I look at Milena and she’s already back to work, training and developing her character right after having a child. She’s working hard to better our family. You need to seek out and find the positive people in life like that who are going help you get through tough times.”
It’s not tough times for Blackcraft Spirits, whose Ghost Pepper Whiskey – a pepper-infused clear liquor – aims to compete for the Fireball whiskey crowd without dipping into sweet or cinnamon flavors. The brand leverages its image of grim reapers, goth music and tattoos to stand out from the crowd. Schubenski said he’s landed the liquor in 35 states, including 20 bars in Southwestern Pennsylvania. He came home to pitch the product himself, and support high school friends in their endeavors.
“The problem for any product anymore is differentiating yourself. You take a look around any bar in Washington County and there’s 20 different whiskeys. The brand and the taste – if someone says, ‘this reminds me of Fireball,’ then they’re going to just go for that. We made ourselves as different as possible, while tapping into the spicy food and drink trend right now” Schubenski said.
Being different is something central to Schubenski’s personality. Latching on early to the emo and hardcore music scene, he said the culture’s universal acceptance and no-drugs, “straight-edged” attitude drew him in.
“I enjoy people. We’re fascinating creatures, and the music scene I was into was so accepting. It didn’t matter whether you were gay or straight, religious or not, whether you wore skinny jeans. You had guys wearing tattoos and eye liner, and growing up in Avella that was a very different scene, and I was drawn to it,” he said.
Now Schubenski is giving back to high school friends. The 2006 Avella grad has sponsored two classmates’ racing endeavors, lending his brand and the all-black grim reaper aesthetic to a local race team’s gear.
“We’re just starting to race again, Joey Margaria and I, as we go around the country for ATV and motorbike races,” said Josh Konecheck, 28, of Avella, “but the black uniforms. I mean, I was worried about being hot. But once you’re moving on the track it’s no big deal. Bobby was my best friend for a long time, so it’s awesome to have him, and we can help each other.”
Schubenski has also sponsored Polar Star Club’s annual golf tournament, open to the public at Highland Springs Golf Course in Wellsburg, W.Va., on Sept. 10. One of the club’s organizing members, Joey Gonzalez, said he was glad to hear a “hometown kid” was stepping up to sponsor the event.
“I’m glad to see a local guy that’s doing well for himself with multiple businesses and still helping out little guys like the Polar Star Club. That’s what small towns are about,” Gonzalez said.
Schubenski, an only child, said returning home has reminded him that humble beginnings don’t matter if you have ambition.
“People from this area are so genuine, and want to help each other,” Schubenski said, “but I wanted more. I wanted to make so much money that my parents, friends and family wouldn’t have to worry. I want to help everyone I can along the way.”
Yet not all memories were great, rekindling thoughts about why he was eager to leave for California.
“The kids in high school would have bonfires and drink and smoke weed, and I could never relate. My best friend from high school, I saw the path he was taking getting into hard drugs. And because of that I’ve been really against it. I just want people to enjoy themselves, but it’s about balance. I’ll do anything to help someone if I can,” Schubenski said.
Staff writer David Singer graduated with Schubenski and Konecheck from Avella High School in 2006. “Total Divas” returns this fall.