June 2019 saw the launch of Haus, a DTC startup offering apéritifs which typically have lower alcohol levels than other spirits. Citrus+Flowers, the US brand’s first product, is a white wine-based pre-dinner drink infused with lemon, grapefruit, elderflower, and hibiscus. The brand is aimed at the health-conscious, with the drink claiming to have 80% less sugar than Aperol. As with other apéritifs, Haus’ offerings have 15% alcohol by volume (ABV), while traditional spirits are 40% or more. Haus is available for USD 35 per bottle.
Two takeaways about addressing changing preferences:
No mo’ FOMO. Sober nightlife is emerging all over the world. While drinking alcohol has traditionally been a staple of grown-up social life, younger generations are changing that. Nonalcoholic beer is the fastest-growing segment in the beer industry. And individuals who don’t want to drink (for whatever reason - religion, recovery, health, or just because) don’t want to have to skip out on the social aspect of going out. They value nonalcoholic or lower alcohol drinks and bars for what they don’t have. These consumers want the experience, without the hangover, and will pay just as much for it. Is your offering anchored in longstanding traditions that your industry takes for granted will last forever? As preferences change, so must you!
Old dog, new spin. Haus doesn’t offer anything radically different from European apéritifs in terms of alcohol content. What’s more unique is its positioning and the suggestion to US consumers to swap boozy and sugary choices for this lighter option. Again, take a look at the changes occurring in your market. Perhaps you’ll see a similar opportunity, where thanks to external shifts, it’s time to blow the dust off a neglected offering.
One more thing! Don’t assume that this is a purely Gen Y/Z opportunity. While everyone sees the headlines and believes sobriety is a Millennial gold rush, you could target the rest of the market. As we covered in our Future of Wellbeing report, health and happiness are universal needs.
