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Millennials don't want to get drunk. What do they want? Apéritifs.

  • TechCrunch
  • 11 months ago

Gen Z doesn't want to get drunk. Millennials are tired of the obligatory after-work drinks. Haus, a new startup selling apéritifs online, has a solution for them. The company's beverages have a lower alcohol content than standard hard liquors on the market, which means you can drink one, even a few, without getting wasted. Made from distilled grapes, fresh herbs and botanicals, its natural ingredients and A-plus branding are sure to appeal to the younger demographic.

Launching today with pre-seed backing from venture capital funds Combine, Haystack and Partners Resolute, customers can begin ordering Haus’ citrus & flower-flavored debut apéritif (15% ABV), priced at $70 apiece. The goal, co-founder Helena Price Hambrecht explains, is to be the first fully direct-to-consumer player in an industry dominated by digitally-novice incumbent alcohol brands and distributors.

Millennials don't want to get drunk. What do they want? Apéritifs.

Misha Frolov

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head of design / co-founder @More Labs, ex-uber, ex-secretlocation. Emmy + 18 more awards.

Sisun Lee

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CEO @82 Labs. Previously a product manager @Tesla, @Uber and @Facebook