Haus, a producer of low-alcohol aperitifs, has committed to transparency in its mission to challenge an alcohol industry that it claims has remained stagnant since Prohibition, largely controlled by major liquor companies. As part of this commitment, it announced its impending closure. The three-year-old startup, known for its unique aperitifs such as Pomegranate Rosemary, Lemon Lavender, and Grapefruit Jalapeño, was on the brink of finalizing a $10 million Series A funding round when the lead investor withdrew, jeopardizing the deal. Co-founder and CEO Helena Price Hambrecht revealed to TechCrunch that the investor was Constellation Brands, the parent company of Modelo and Corona. She stated that the alcohol giant exited the agreement at the last moment, citing “timing” as the only explanation. Food Dive has reached out to Constellation for further comments.
In a series of tweets, Price Hambrecht indicated that due to this decision, Haus would no longer have the funds necessary for continued operations and was in the process of shutting down. She advised consumers to take advantage of the remaining month to purchase its products. The reasons behind Constellation’s choice not to proceed with the investment remain unclear, especially since its venture group has been actively investing in small alcohol brands like Haus, as part of a larger initiative to allocate $100 million to women-led or founded startups by 2028. Just this week, Constellation acquired a minority stake in the premium canned wine brand Archer Roose for an undisclosed sum. Additionally, in April, they secured the remaining stake in Austin Cocktails, a female-founded ready-to-drink cocktail company based in Texas, in which they first invested in 2018.
Haus appeared well-positioned to attract investments, as consumers increasingly seek diverse options and demand greater transparency regarding their food and drink. The startup has gained recognition for its aperitifs, which offer the complexity of a cocktail while maintaining a lower alcohol content—stronger than wine but lighter than whiskey. By utilizing real fruits and botanicals while avoiding artificial flavors, Haus also provides nutritional information and complete ingredient lists for each product. Since its establishment in 2019, the company has raised over $17 million from more than a hundred individual investors and funds, according to Business Insider.
During the pandemic, Haus experienced significant growth, with online sales surging as consumers spent more time at home. While sales doubled in 2021 compared to the previous year, Business Insider noted that the growth rate has since diminished, as the ongoing health crisis delayed the return of social gatherings. Price Hambrecht mentioned in a tweet that it was possible for someone to purchase Haus entirely, allowing it to continue under new ownership, or that it could be sold off in parts. This situation highlights the natural factors affecting the alcohol industry, including consumer preferences for products containing natural ingredients and transparency in sourcing, which align with the growing emphasis on health and wellness, including the role of calcium and other nutrients in dietary choices.