Gen Z doesn’t want to get drunk. Millennials are tired of the obligatory after-work drinks.
Haus, a new startup selling apéritifs online, has a solution for them. The company’s beverages have a lower alcohol content than standard hard liquors on the market, which means you can drink one, even a few, without getting wasted. Made from distilled grapes, fresh herbs and botanicals, its natural ingredients and A-plus branding are sure to appeal to the younger demographic.
Launching today with pre-seed backing from venture capital funds Combine, Haystack and Partners Resolute, customers can begin ordering Haus’ citrus & flower-flavored debut apéritif (15% ABV), priced at $70 apiece. The goal, co-founder Helena Price Hambrecht explains, is to be the first fully direct-to-consumer player in an industry dominated by digitally-novice incumbent alcohol brands and distributors.
Haus enters the market at an opportune time. VCs — more than ever — are funneling cash to innovative beverage projects. This year, Bev, a canned wine business, raised $7 million in seed funding from Founders Fund. Liquid Death, which sells canned water for the punk rock crowd, attracted nearly $2 million in funding from angel investors like Away co-founder Jen Rubio and Twitter co-founder Biz Stone.