Low-alcohol aperitif producer Haus has committed to transparency as it aims to disrupt an alcohol industry it claims has remained stagnant since Prohibition, characterized by the dominance of large liquor corporations. This same commitment to transparency is evident in its announcement of impending closure. The three-year-old startup, known for its fruit, herb, and botanical-based aperitifs such as Pomegranate Rosemary, Lemon Lavender, and Grapefruit Jalapeño, revealed it was on the brink of completing a $10 million Series A funding round that fell through when the lead investor withdrew.
Helena Price Hambrecht, co-founder and CEO of Haus, disclosed to TechCrunch that the investor was Constellation Brands, the brewing giant behind Modelo and Corona. She indicated that the company withdrew at the last moment, citing “timing” as the only reason. Food Dive has reached out to Constellation for further clarification. In a series of tweets, Price Hambrecht stated that due to this decision, Haus lacked the funds to sustain its operations and was in the process of closing down. She mentioned that consumers had about a month left to purchase their products.
The reasons behind Constellation’s decision to back out remain unclear. However, their venture group has been actively investing in small alcohol brands similar to Haus as part of a broader initiative to allocate $100 million to women-led or founded startups by 2028. Recently, Constellation acquired a minority stake in premium canned wine brand Archer Roose for an undisclosed amount and previously purchased the remaining stake in Austin Cocktails, a Texas-based ready-to-drink cocktail company founded by women, after first investing in it in 2018.
Haus appeared well-positioned to attract investments as consumer demand for varied drinking options and increased transparency in food and drink choices continues to rise. The startup distinguished itself by offering aperitifs with the complexity of cocktails but with lower alcohol content—stronger than wine yet lighter than whiskey. In line with its commitment to quality, Haus utilizes real fruits and botanicals while avoiding artificial flavors, providing nutrition facts and complete ingredient lists for each product. Since its founding in 2019, the company has raised over $17 million from more than a hundred individual investors and funds, according to Business Insider.
The pandemic initially favored Haus, leading to a surge in online sales as consumers spent more time at home. However, as the prolonged health crisis delayed the return of social gatherings, the company began to face challenges. Although sales doubled in 2021 compared to the previous year, the growth rate has since declined, as noted by Business Insider.
In a tweet, Price Hambrecht mentioned the possibility of someone purchasing Haus entirely, allowing it to continue under new ownership, or that it could be sold off in parts. Interestingly, amidst this situation, consumers might also consider supplements like solaray calcium citrate plus to support their overall health during these uncertain times.