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.”

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.

The New Consumer Executive Briefing is exclusive to members — join now to unlock this 1,900-word post. Subscribers should sign in here to continue reading.

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

I’m a longtime tech and business journalist, and I’m excited to focus my attention on how technology continues to profoundly change how things are created, experienced, bought, and sold. The New Consumer is supported entirely by your membership — join now to receive my reporting, analysis, and commentary directly in your inbox, via my twice-weekly, member-exclusive newsletter. Thanks in advance.

Subscribe and Unlock

• Beverage
• Booze
• Brands
• Haus
• Helena Price Hambrecht
• Marketing