As an expert sommelier and brewer, I can provide you with a detailed answer regarding the ownership of Haus alcohol. Haus was recently acquired by CPG incubator The Naked Market during the last week of December. The acquisition was carried out through the ABC process, which stands for Alcoholic Beverage Control, a regulatory body that oversees the sale and distribution of alcoholic beverages.
The specific details of the acquisition, such as the purchase price, have not been disclosed to the public. However, what we do know is that The Naked Market, as the new parent company, has a plan to reintroduce Haus as an on-shelf alcohol brand with the support of its original digital presence.
Haus, previously known for its online presence, will now have the opportunity to expand its reach and availability by being available on store shelves. This strategic move by The Naked Market indicates a desire to leverage Haus' existing digital presence and brand recognition to increase its offline presence and capture a wider market share.
The integration of Haus into The Naked Market's portfolio brings together the expertise and resources of both companies. The Naked Market, as a CPG incubator, has a solid track record of supporting and nurturing emerging consumer packaged goods brands. By acquiring Haus, they can provide the necessary resources, distribution network, and industry knowledge to propel the brand to new heights.
It is worth noting that the acquisition does not change the essence of Haus as an alcohol brand. The original digital presence and identity of Haus will be retained and utilized to promote and market the brand's products. This means that consumers who were familiar with Haus before the acquisition can expect a seamless transition and continuation of the brand they know and love.
The ownership of Haus alcohol now lies with The Naked Market, who will be responsible for driving its growth and success as an on-shelf brand. With their expertise and support, Haus has the potential to reach a wider audience and establish itself as a prominent player in the alcohol industry both online and offline.