2023年6月29日,

我覆盖了啤酒和酒精行业的不断变化的风景。得到它!梅勒妮Riccardi宣布后不到一年就停止操作由于失去资金,Haus,低度白酒公司,这是一个社会媒体的宠儿,已经获得和正在重新推出。在全盛时期,启动饮料公司,成立于2019年在索诺玛县,被推举为典型代表新推出一个酒类品牌的新方法。使用了大约1700万美元的资金从风险投资家和其他的投资者,Haus迅速抓住头条新闻。18% ABV low-alcoholic饮料系列,以优雅的容器包装,它的名字闪耀在其面前,开始出现在各种社交媒体提要,经常与新面孔的千禧一代喝饮料用适当的开胃酒有吸引力的设置。品牌营销是成功的,当大流行,它直接面向消费者(DTC)设置允许它茁壮成长。作为一个先锋的低收入禁酒运动,继续扩张,其前景是光明的。所以,当创始人海伦娜布莱希特价格宣布星座品牌突然退出融资1000万美元的2022年7月,公司陷入困境,许多人震惊。不久之后,8月份,公司进入了一个自愿ABC(债权人利益分配)时期,有效地关闭操作。 Enter The Naked Market , a CPH Holding Company focusing on bringing consumers healthy food and beverage options. As the owners of the successful Rob's Backstage Popcorn and Flock Foods, the company purchased Haus in Q2 to add to its portfolio and is doing a complete relaunch. The purchase of Haus is the first acquisition for The Naked Market. All their other brands were launched in-house. With a tagline of "CPG for Millennials, by Millennials," the founders of The Naked Market felt they couldn't pass on the opportunity to retain a brand that had built such connections. MORE FOR YOU Melanie Riccardi “It’s incredibly difficult to build an iconic brand in the food and beverage space, but Haus did so and in short order,” says The Naked Market’s CEO and co-founder, Harrison Fugman. “Our goal in acquiring Haus is to bring an outstanding brand back to market and build off of the strong community it created, with an increased focus on unit economics.” As a part of the purchase, The Naked Market owns Haus's recipes, website , and all social media feeds, including their Instagram channel, with over 61K followers. They are using those assets to announce the DTC relaunch of Haus with three of the brand's most popular SKUs (Citrus Flower, Pomegranate Rosemary, and Grapefruit Jalapeño) available starting today. To ensure that the quality matches expectations, they have brought in Sonoma winemaker Micah Wirth to lead production and R&D efforts. Part of his duties will be to help Haus move into other categories as time progresses, something that The Naked Market said is a high priority. "We believe that Haus has the opportunity to become a household name. One that conveys quality and craftsmanship," says Alex Kost, the COO and co-founder of The Naked Market. "In the low-alc space, consumers are looking for variety, and Haus can give that to them." Haus Spirits Grapefruit Jalapeño is one of three SKUs being relaunched. Melanie Riccardi As part of the takeover, The Naked Market plans to give 5% of the company back to Haus's previous employees, founders, and investors. It is a show of good faith and goodwill that they hope will convey their appreciation for the hard work already put into building up the Haus name. Only time will tell if Haus can recapture the buzz that once surrounded the brand. Many others have entered the space they helped create. But, they have a strong starting point that its new owners hope to use once again to drive it to the lead in an emerging category. Follow me on Twitter or LinkedIn . Check out my website .