House is a Venice, California based company that was started with the single goal of being the preferred beer for the discerning millennial consumer. House is a modern yet classic brand, informed by the Venice Beach lifestyle, building a lifelong relationship with their consumers through their premium crafted lager. With only one beer, House bridges the gap between micro & domestic beers with a lager that is crafted to simply be the perfect beer, and nothing less. House can be found in bars, restaurants & grocery chains in 8 metropolitan cities throughout the United States including Los Angeles, San Francisco, New York, Miami, Nashville, and Charleston. House was founded by Brendan Sindell, who we sat down to chat with about building a new brand.
What was the inspiration behind House Beer?
BRENDAN SINDELL: I was drinking U.S. Domestic Beers (aka our dad’s beer) out of habit. I didn’t relate to these brands and was put off by their marketing tactics. They were -- and are not -- authentic. At the same time, a lot of people were launching craft breweries who (for the most part) made phenomenal beer but are very localized and brew beers that are very high in alcohol and quite filling. From my standpoint, these craft beers cannot be consumed in quantity or on a hot summer day….I felt there was the need to create a fresh, new and authentic brand for our generation paired with a high quality and a highly sessionable/drinkable beer.
What is the hardest part of starting a beer company?
B.S: This is a tough question. With each chapter comes a new set of challenges to which I am still trying to navigate. I was very young when I launched House (26 years old), and with that came inexperience. When we started it was learning the ins and outs of the beer industry, as I had never worked in the industry and didn’t even know what beer was (literally Googling the difference between lager and ale and “how to brew beer”). I also had to learn about beer distribution and how that works.
Equally as important was trying to build a cohesive and inspirational brand, all the while I was raising money and building a team who believed in the vision. So, I guess the hardest part was and is trying to learn everything at once as it all comes at you so fast and there isn’t enough time in the day!
What do you hope to change about the beer industry?
B.S: We are trying to Champion a category. Before House there was US Domestic Beers (easy to drink, inexpensive, for the masses, cheaper ingredients), Craft Beers (High in Alcohol, Flavor and very localized) and Import Beers (more flavor than US Domestic beers, but cost-cutting with regards to ingredients and process).
When we launched House it was (and still is) our goal to take inspiration from each category and create something that hadn’t been done in the beer industry. We wanted the quality ingredients of a craft beer, the drinkability of a U.S. Domestic Beer and the flavor of an import beer. While niche in the sense that no one was approaching the beer industry like we were when we launched in early 2014 (there are now a few copycats and the “craft lager” category is/was the fastest growing category in beer in 2018, up 52%, while beer overall was flat in the U.S., and craft was only up single digits), we believe House has the ability and appeal to take on some of the biggest brands out there.
What are some of your favorite spots to eat in LA?
B.S: Osteria La Buca, Rose Café, Soho House Brunch, Sushi King and Joe’s Pizza.
What is your favorite food to pair House Beer with?
B.S: House is very crisp and refreshing with a nice clean finish. Because of this, the flavor nuances from our Czech Saaz Hops really shine through. This pairs very nicely with a burger or pizza.