THE NAKED MARKET ACQUIRES AND RE-LAUNCHES LOW-ABV APERITIF BRAND, HAUS

Drink Industry Darling, Haus, Set to Relaunch with Acquisition from CPG Holding Company, The Naked Market

LOS ANGELES, CA (June 29, 2023) — The Naked Market, the owners of brands including Rob’s Backstage Popcorn and Flock Foods, today announced its acquisition and re-launch of Haus, the beloved, low-ABV aperitif brand.

Haus launched in Sonoma, California in 2019, by Helena Price Hambrecht and Woody Hambrecht, with a line of low-ABV beverages that quickly became popular with millennials and built a loyal community of customers. The brand was primarily built DTC (direct to consumer), using natural ingredients and subtle, refined flavor profiles in its beverages that drew consumers to a more elevated drinking experience. The brand gained significant traction through its strong social presence which profiled its chic branding and unique low ABV value proposition.

The Naked Market purchased Haus amidst company struggles after a public loss of investor funding, and is relaunching the brand with three of its best selling SKUs including Citrus Flower, Pomegranate Rosemary, and Grapefruit Jalapeño. The company will also take Haus into new categories within the food & beverage space. As part of the relaunch, Sonoma winemaker Micah Wirth has joined the team to continue leading winemaking and R&D efforts.

As part of the relaunch, The Naked Market plans to award 5% of the company back to previous Haus employees, founders, and investors through a structured program - a largely unprecedented move that is meant to show appreciation for all the people who worked hard to build the brand into what it was.

“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.”

“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," said The Naked Market’s COO & Co-Founder, Alex Kost.

Haus will continue to be sold DTC on www.drink.haus with retail expansion planned in the near future.

ABOUT THE NAKED MARKET

The Naked Market is a next generation food and beverage business that is creating a portfolio of brands. Understanding the shifting needs of today’s consumer, The Naked Market quickly brings to market uniquely positioned brands with trendy products and celebrity collaborations that consumers are hungry for. Current, highly successful products within The Naked Market’s portfolio include Rob’s Backstage Popcorn and Flock Foods. For more information, visit thenakedmarket.com or follow @thenakedmarket.

ABOUT HAUS

Haus, a leader in the low and no alcohol space, makes aperitifs with diverse flavor profiles and natural ingredients, developed by winemakers out of Sonoma, CA. Haus products sit between wine and spirits on the ABV (alcohol by volume) scale and are sold direct-to-consumer through a wine club-type membership. For more information, visit www.drink.haus or follow @drinkhaus.