Trends show that many millennials are abandoning alcohol or, at least, binge-drinking culture. And as part of that trend, Americans have been turning to aperitifs to enjoy the culture of drinking without the hangover and negative effects.
To capitalize on those trends, Helena Price Hambrecht and Woody Hambrecht have created Haus, a low-alcohol direct-to-consumer aperitif that they’re determined to make the drink of the summer. The duo launched the brand on June 25 and is introducing its first product, Citrus and Flower, an all-natural aperitif to target the changing drinking habits of Americans.
The Hambrechts are no strangers to quality spirits and successful brand marketing. Helena, who was in the digital branding field, and Woody, who has been a winemaker for over a decade, have created an aperitif that encourages social interactions for Americans who wanted to drink less but still like low-alcohol beverages.
Successful and effective branding has been the focus for promoting the new product. Haus has worked with multiple agencies to perfect the DTC holistic package beyond a visual aesthetic, appealing to the millennial generation. Haus wants to market the “laid-back style of drinking … to connect with friends and remember the experiences. We’re bringing something that’s been a mainstay for a long time in other parts of the world.”
The inspiration for the branding and aesthetic goes back to Helena’s roots; she has been interested in photography since age 6 and originally shot on disposable cameras to capture an authentic feel. The first brand shoot was done with a hot flash to bring the viewers back to the past.
“There is something very special about knowing that our community of drinkers could theoretically feel like they can make that same content and same memories themselves. I wanted it to feel extremely approachable,” Helena said. “There’s something there about connecting generations.”
Haus wants to counteract the branding prevailing in liquor stores.
“None of the [branding] is really authentic,” Helena said. Haus hopes to get rid of the “misogynistic and fake” nature of current branding.
Haus wanted to eliminate the high content of alcohol, unnecessary sugar and “sketchy” ingredients that most alcohol bought at liquor stores or consumed at bars has. Helena said that the general consumer does not know of the additives in the liquor they’re consuming, so the Hambrechts wanted to do away with the hangovers and extreme drunkenness by creating a better and more approachable liquor. The aperitif starts off with a wine base or fermented fruit, made with fresh herbs and botanicals. Haus is also experimenting with bitters for those who are interested in a non-alcoholic drink.
Customers can currently preorder online (at launch, the waitlist for the preorder was 3,000) and have Citrus and Flower delivered in a package directly to their doors, with an editorial pamphlet on the artisanal process. Delivery caters to the majority of the country. According to Helena, no spirit company has done this online and direct delivery before, and the Hambrechts are now focusing on building brick-and-mortar experiences to further engage customers.
“We are our own audience. We make the product ourselves. We have this level of authenticity that we knew we could bring into the brand.”