A New Chapter for the Low-ABV Beverage Company
Introduction
Haus, a low-ABV (alcohol by volume) beverage company that struggled to find a buyer last year after investor funding dried up, has been acquired by The Naked Market. Founded by Harrison Fugman and Alex Kost, The Naked Market is relaunching a few of Haus’ customer favorites, including Citrus Flower, Pomegranate Rosemary, and Grapefruit Jalapeño.
Background on Haus
Haus was founded in 2019 by Helena Price Hambrecht and her then-husband Woody Hambrecht. The company quickly gained popularity among millennials looking for beverages with all-natural ingredients, fun flavors, and direct-to-consumer delivery. However, by 2022, the company was facing pandemic-related challenges, including supply chain woes and a lack of word-of-mouth growth.
The Sale
After investor capital dried up, Price Hambrecht announced that Haus would go through a process called Assignment for Benefit of Creditors (ABC), an alternative to bankruptcy. Any assets left over after paying off debts would go back to the debtor. However, in November, Price Hambrecht updated her followers on Twitter, stating that the sale did not lead to a buyer.
The Acquisition
The Naked Market has acquired certain assets of Haus from CPG Holding Co., including the brand and intellectual property. Financial terms of the deal were not disclosed. The acquisition was made possible by Great Oaks Venture Capital, which had previously invested in The Naked Market.
Future Plans
Fugman and Kost say they want to continue the community, product quality, and transparency aspects that Haus began four years ago. They plan to scale Haus’ key hero SKUs (stock-keeping units) and expand them into new categories within the food and beverage space by the end of the year.
Leadership
The Naked Market has appointed a new leader to continue winemaking and R&D efforts. The aperitifs will continue to be sold online, and future plans include taking Haus into new categories within the food and beverage space.
Conclusion
The relaunch of Haus as part of The Naked Market marks a new chapter for the low-ABV beverage company. With a focus on community, product quality, and transparency, Fugman and Kost aim to scale Haus’ key hero SKUs and expand them into new categories within the food and beverage space.
Related Topics
- Alcohol delivery
- Alex Kost
- Commerce
- Harrison Fugman
- Helena Price Hambrecht
- Startups
- The Naked Market
Sources
- "Haus Relaunches as The Naked Market Acquires Certain Assets" by Christine Hall, TechCrunch
- "Poppin’ bottles: VCs continue to pour millions into independent beverage startups" by Christine Hall, TechCrunch