Executive Briefing

Haus and the art of creating a modern liquor brand

“We wanted it not to be an internet brand. We wanted it to feel almost physical and tactile.”

Haus dinner party
Courtesy Haus

How do you design a liquor brand in 2019? That was my first question when I saw that Haus, a new California-based startup focusing on low-alcohol apéritifs, launched this summer.

From its story and product — its first batch, 2,000 bottles with a citrus-and-floral flavor profile, sold out in 12 hours — to its look and feel, Haus seemed more put together than most new consumer brands.

So I asked Helena Price Hambrecht, the Silicon Valley creative and photographer who founded Haus with her husband Woody, a wine and spirits guy, to walk me through their thinking.

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Dan Frommer

Hi, I’m Dan Frommer and this is The New Consumer, a publication about how and why people spend their time and money.

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