Premium craft lager brand House Beer is revving things up in 2023 with new ownership.
The decade-old company is set to be acquired by motocross athlete Carey Hart, who will “restart production and bring the brand back to its former glory,” House Beer announced today.
The Venice Beach, California-based craft brewery was founded in 2013 with a focus on on-premise sales, according to a press release. Shutdowns from the COVID-19 pandemic “diminished” the company’s business and it was forced to halt production in early 2022.
Hints that House Beer may be returning began in September, when the brand returned to its Instagram page after a more than six-month hiatus. In response to comments asking if the beer was returning, the company said “our beer is heading out to more bars and restaurants very soon…”
Financial details of the deal were not disclosed.
“I am thrilled to have the opportunity to return House Beer to the market,” Hart said in the release. “The beer has always been a favorite of mine, and I knew I wanted to be a part of letting it come back to life. House Beer has a diehard fan base and a rock-solid flavor profile, and I am excited to help it reach new heights.”
Hart, who is also married to singer-songwriter Pink, plans to “bring a new level of energy and innovation” to House Beer, while “still maintaining the brand’s traditional brewing methods and commitment to quality,” according to the release. The first batches of House Beer’s flagship House Premium Craft Lager (4.5% ABV) will be available in Southern California beginning next month, in 12 oz. can 6-packs and 12-packs, 12 oz. stubby bottles, and on draft. The beer is being produced by “a contract facility on the Central Coast,” a spokesperson told Brewbound.
Hart plans to “refocus” on his home market of Southern California, as well as introduce House Beer to grocery stores, and increase the brand’s share in the off-premise, according to the release. Scout Distributing will be House Beer’s “primary distributor,” but the company “may have announcements soon about other distributors,” the spokesperson said.
“We’re delighted to have found a new steward of the House Brand in Carey,” former CEO Chris Barrow said in the release. “We can’t think of anyone better suited to carry forward the legacy of the brand into the coming years, and we’re excited to share a House with him as soon as the cans start rolling off the line.”
Prior to its pandemic-related shutdown, House had spread to key metro markets such as New York City, Pittsburgh, Charleston, Nashville and Chicago, according to a report in The Manual in 2019. In 2017 alone, it added Colorado, Idaho and Florida, according to press releases submitted to Brewbound.
In its last full year of operation before taking a hiatus, House strayed from its lager-only strategy by adding radlers – which use lager as their base – in 2021. A 4% ABV grapefruit radler launched in early 2021, followed by three 3.2% ABV flavors (Salted Lime, Tropical and Mango) in October 2021, months before production halted.
With the relaunch, House Beer is refocusing on “one beer done right,” and will only have the one beer in its portfolio “for the time being,” the spokesperson said.
Pale lagers accounted for 2.73% of all dollars spent on craft beer at off-premise retailers in the 52 weeks ending January 29, according to market research firm IRI. During that time, dollar sales of the style declined -7.3% compared to the previous year. Volume, measured in case sales, declined -11%.
This article was updated on February 27 at 4:05 pm to include information from a House Beer spokesperson.