Haus, a US brand that sells its aperitifs directly to consumers, has raised $4.5 million in seed funding as it looks to grow its monthly subscription programme.
Founded in June last year, California-based Haus has unveiled Haus Membership, a subscription that gives members access to exclusive flavours and product discounts.
Free to join, members pay for a monthly bottle allotment and can select six bottles per month ($144), two bottles per month ($63) or one bottle per month ($35).
The brand’s aperitifs have an ABV of 15% and are available in flavours such as bitter clove and citrus flower.
More than ten funds and 100 individual investors took part in the funding round. Contributing funds include Combine, Haystack Ventures, Homebrew, Shrug Capital, Resolute Venture Partners, Coatue, Dream Machine, Work Life Ventures, Great Oaks Venture Capital, Selva Ventures, CX Collective, Backend Capital, Brand Foundry, Color Capital and AUFI Limited.
“With the low-ABV category on the rise and millennials caring more and more about what they’re putting in their bodies, Haus fills a massive gap in the beverage space,” said Haus investor and former CEO of Campari America, Gerry Ruvo.
“The business is completely unique when you look at consumer packaged goods. Unlike most brands, Haus produces the product end-to-end with no middle man, and is running a hyper-efficient production system that’s almost impossible to replicate. I’m thrilled to be an early partner.”
Haus co-founder and co-CEO Helena Price Hambrecht added: “Antiquated liquor laws have stunted innovation in the spirits space since prohibition, despite the fact that today’s drinkers are desperate for something different.
“Selling directly to the drinker means we can build relationships with our customers, iterate quickly based on their feedback and ultimately create the products they want.”
© FoodBev Media Ltd 2020