California – The direct-to-consumer alcohol brand aims to modernise the aperitif category with a low-abv product targeted at health-conscious Millennials.
Haus is made with all-natural ingredients including fruit, herbs and botanicals, which are sourced and bottled at the brand’s 200-acre farm in California. Its first offering, Citrus+Flower, is made with a chardonnay wine base, fortified with herbs and botanicals that have been steeped in a high-proof un-aged brandy to extract the flavours.
Because the drink is under 24% abv, the brand can bypass traditional restrictions on alcohol by selling directly to consumers. Haus is disrupting the US industry’s traditional retail distribution model by becoming the first alcohol brand to transact in this way. With its low abv, Haus also seeks to offer the benefits of alcohol without the consequences, tapping into the rise of moderation mindsets. For more, read our Low-proof Drinkers microtrend.