191. Mélanie Masarin, Founder & CEO of Ghia

Today, I’m joined by Mélanie Masarin, founder & CEO of Ghia,
makers of a nonalcoholic apéritif.


Ghia creates an elegant and inclusive drinking experience,
redefining alcohol culture with its balanced and flavorful
concoction. The spirits-free apéritif crafted with natural
botanicals, fruits, and herbs offers a sophisticated alternative
to the traditional cocktail.


In this episode, we discuss the rise of alcohol alternatives, and
Mélanie explains what sets Ghia’s apéritif apart from other
alcohol-free options.


In this episode, you’ll learn:


• How Mélanie’s transitioned her career from Dig Inn and Glossier
to founding Ghia
• What creating a small group of brand advocates means for a
growth strategy
• How Ghia’s target audience was different than originally
anticipated


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Ghia’s Website: drinkghia.com
Use code Melanie15 for 15% off


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Chapters:
(00:00) Introduction
(01:30) Mélanie’s background
(02:46) About Ghia, a non-alcoholic apéritif
(05:12) Inventing a new category of drink
(09:23) Journey to creating Ghia
(12:20) Impact on the brand from growing traction of alcohol
alternatives
(15:25) Educating people about the product (try it three
times!)
(20:12) Branding and messaging of Ghia
(24:52) Setbacks while starting
(28:03) Delayed launch during COVID
(29:44) Initial marketing and distribution phase
(32:55) Current state of Ghia
(34:55) Experience as CEO
(37:13) Future roadmap
(37:57) Conclusion