The Naked Market has announced the acquisition of Haus after the brand faced struggles following a public loss of investor funding.
Founded in 2019 in Sonoma, California, US, Haus is a low-alcohol aperitif brand that uses natural ingredients and provides subtle flavour profiles in its drinks.
The Naked Market is now re-launching Haus with four of the brand’s popular products, which include: Citrus Flower, Pomegranate Rosemary and Grapefruit Jalapeño. The company also plans to expand Haus into new categories within the food and beverage industry.
As a part of the re-launch, Sonoma-based winemaker Micah Wirth has joined the team to assume a leading role in winemaking and R&D initiatives.
The deal will see The Naked Market give 5% of the company back to previous Haus employees, founders and investors. This gesture is aimed at expressing gratitude for the efforts of those who played a crucial role in establishing and shaping the brand.
The Naked Market’s CEO and co-founder, Harrison Fugman, said: “It’s incredibly difficult to build an iconic brand in the food and beverage space, but Haus did so and in short order. 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.”
The Naked Market’s COO and co-founder, Alex Kost, added: “While we had no plans on our roadmap to enter the alcohol industry when the opportunity arose to take over a brand as strong as Haus, we quickly put the process in play to get a deal done”.
Haus will continue to be sold via the brand’s website, with plans for expanding its retail presence in the near future.
Financial terms of the transaction were not disclosed.
© FoodBev Media Ltd 2024
