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Millennials don't want to get drunk. What do they want? Apéritifs.

Kate Clark
Millennials don't want to get drunk. What do they want? Apéritifs.

Haus, a new startup selling apéritifs online, has a solution for them. Launching today with pre-seed backing from venture capital funds Combine, Haystack and Partners Resolute, customers can begin ordering Haus' citrus & flower-flavored debut apéritif (15% ABV), priced at $70 apiece. The goal, co-founder Helena Price Hambrecht explains, is to be the first fully direct-to-consumer player in an industry dominated by digitally-novice incumbent alcohol brands and distributors.