38 minutes | Apr 30th 2020

Reshaping Consumer Habits with Helena Hambrecht of Haus (Part 2)

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  • The different kinds of alcohol shopping- impulse buyer vs loyal buyer 
  • What DTC brands can learn from the wine industry- here’s the thread Kris mentions
  • How Haus uses events to build up community and loyalty
  • The best subscriptions reward customers for behavior they already engage in
  • Why Haus focused initially on large cities and gradually moved into smaller developing markets (Seattle, Portland, Denver)
  • “Community is an amazing thing for us because, just from a brand perspective, we’re about getting together over a drink”
  • Organic growth is much harder to predict, and retention is vital to creating predictable revenue
  • “It’s not about the freakin’ drink- it’s about the things that happen over the drink.”
  • Starting with metrics and moving into qualitative conversations with customers
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