PSFK learns about the new, low-alcohol spirits brand catering to modern consumers who want a social and modern drinking experience without the negative side effects (and associations), and who value transparency as well as thoughtful design

Haus is building a new kind of beverage experience, one that is poised to disrupt an entrenched alcohol industry. Focusing on all-natural apéritifs, the goal of the brand is to support millennials who enjoy drinking socially in a way that is compatible with today's wellness culture—as well as designed with an updated aesthetic that offers an alternative to the often outdated status quo.

PSFK spoke with with co-founder Helena Price Hambrecht to learn more about founding an online-only, door-delivery spirits brand that takes a transparent mindset, marshaling consumer insights from her work in Silicon Valley to create a service, brand and product that merges convenience with authenticity and high design:

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