Drawing inspiration from her Mediterranean upbringing and aperitivo culture, Melanie Masarin crafted Ghia to offer a sophisticated, transportive drinking experience. In this Q+A, Melanie discusses the challenges of innovating in the non-alcoholic space, the joy of seeing Ghia grow and gain recognition, and her personal approach to balancing entrepreneurship with wellness. She also touches on the exciting future plans for Ghia, including international expansion and new product launches.
Melanie, I’ve been a fan of Ghia ever since you first launched! Can you share more about the story behind your brand’s inception and its early days?
I spent my childhood summers near the Mediterranean, where aperitivo is a way of life. I knew that I wanted to create a drink that would take you there without numbing the night, a drink you’d remember in the morning. So we created Ghia. We took out the booze and the fake stuff, but we kept in all the attitude. I like to think it’s an invitation to participate, to watch the sunset, to move from work into play.
What other personal experiences have influenced your brand?
I spent a lot of time cooking with my grandmother. Drinking at my family home was always a very celebratory thing and my family would find any excuse to have guests over. People would often call only a few minutes before they arrived and my grandmother was always ready to receive them without really stressing about it. She truly was the best host and I think that Ghia mirrors her values of conviviality and inclusivity. It’s something that I’ve carried with me throughout my life and I always make sure to have an abundance of whatever I might need to throw together a last-minute celebration.
You just launched a new bottle, Berry Aperitif. What was the inspiration behind this one, and how does it differ from your other offerings?
Inclusivity has always been very important to us and we realized that we didn’t really have something for those who don’t enjoy bitter beverages. Berry was our first foray into non-bitter drinks. Ghia’s original aperitif is the perfect start to the night and Berry is meant to carry you through the night.
What challenges have you overcome in creating non-alc bevs that still provide a sophisticated drinking experience?
The non-alcoholic category is still very new, so we’ve made it our ongoing mission to prove to people that alcohol is not the star of the party and that they are. We’ve had to work against decades of alcohol marketing to prove them wrong, but I think that our brand is always unapologetically loud to show that we can stand on our own and that we’re not a lesser version of an alcohol that already exists.
As a founder, what have been some of the most rewarding moments in Ghia’s journey so far?
There have been lots of highlights that cannot always be seen from the outside. Seeing our team grow has been incredible! Our Berry launch was the biggest that we’ve had since starting the brand, and we got to pair it with a huge launch of our Le Spritz in Targets across the country. This year we also launched in Sweetgreen locations in NY and LA, which is proof that the category is here to stay. I think that we’ve got many more milestones ahead of us but we’ll take any wins that we can. We stay incredibly grateful to our community that has made it all possible!
How do you balance the demands of entrepreneurship with personal wellness?
I do very few things, but I try to do them regularly. Even on the busiest of weeks, I try to make it to the gym three or four times a week and make it a point to try to eat well. I try to keep my Saturday mornings sacred and like to spend them without a phone. I like to read the news while I have my coffee and will go for the occasional morning hike. This is the best I can do until I get to the point where I don’t have to work on the weekends.
You recently started surfing! Has surfing taught you anything about business or made you approach Ghia in a different way?
I don’t know that surfing has really taught me about business, but I have found that taking a little bit of time for myself makes me a better leader. I’m not a very good surfer, but I’m definitely working on it and there’s something about being in the water without any electronics and just focusing on matching the rhythm of the ocean that feels really meditative. Surfing always helps me calm my body down and it exhausts my body in a way that feels very restful.
Looking ahead, are there any new projects for Ghia that you’re particularly excited about?
We really want to take Ghia to new countries next year, so that’s a project that’s very near to my heart. We’re also launching a new product next year that we’re really, really excited about. We will also be rolling out in more Target locations so that’s a big project for us.
How do you envision the future of the non-alc beverage industry, and where does Ghia fit within that vision?
I believe now more than ever that non-alcoholic beverages are here to stay. We just feel better with them and it makes sense as we continue to learn what is good for our bodies and minds. I hope that Ghia becomes a household name, akin to Campari or Aperol, and that it can be found on bar carts and restaurants around the world. We have to dream big!
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Dry Atlas is your guide to the world of alcohol alternatives. We maintain the world’s largest directory of non-alcoholic spirits, wines, beers, and more to help you discover options you’ll love. We also publish High Spirits, the weekly newsletter that helps open-minded drinkers like you learn more about non-alc. Our goal is to demystify alcohol alternatives so you can navigate them with ease to pursue a happier, healthier life.
