In partnership with Serendipity, Ghia is currently available in both Texas and California Markets
When it comes to revolutionizing the non-alcoholic beverage market, Mélanie Masarin has bottled more than just a drink—she’s captured a feeling. As the founder of Ghia, she’s crafted a bold, bitter aperitif inspired by Mediterranean summers and her passion for fostering connection. In this interview, Mélanie shares the story behind Ghia, the challenges of redefining sophistication in mindful drinking, and her vision for a future where inclusive, elevated options are the norm. Let’s dive into the journey of this spirited (alcohol-free) innovator!
Mélanie Masarin, Founder and CEO of Ghia
Q: What inspired you to create Ghia, and how does it reflect your personal relationship with food and drink?
A: I created Ghia because I wanted to bottle the feeling of togetherness I experienced growing up in the South of France, where our summers revolved around hospitality and connection. As someone who doesn’t drink alcohol, I realized there weren’t many sophisticated non-alcoholic options available, so I set out to create something bitter, complex, and rooted in the Mediterranean spirit. I really wanted Ghia to bring people together and for it to be an invitation to participate regardless of whether you drink or not.
Q: What gap did you see in the beverage market that Ghia aims to fill, and how did you approach addressing it?
A: I noticed that in the U.S., if you weren’t drinking alcohol, your options were often limited to sugary sodas or juices—neither of which felt like they belonged in a sophisticated, adult social setting. Aperitifs, which are such a big part of the culture in Europe, weren’t as widely embraced here, and I saw an opportunity to introduce that tradition in a way that was inclusive for everyone. With Ghia, I wanted to create a beverage that captured the bitter complexity of an aperitif while providing a non-alcoholic option that feels elevated, intentional, and perfect for gathering around a table.
Ready-To-Drink Ghia Soda and Ghia Ginger
Q: Ghia’s branding and ingredients are unique—what guided your decisions in crafting its flavor profile and aesthetic?
A: Ghia’s branding and flavor profile were deeply inspired by my personal interests and a love for timeless design. I wanted the flavors to evoke the Mediterranean summers of my childhood—bitter, complex, and herbaceous, like the aperitifs I grew up around, but without the alcohol and made with the purest ingredients. For the branding, we drew from classic design styles that feel enduring and warm, blending simplicity with vibrant, bold elements to create something that feels both nostalgic and fresh.
Q: What issues did you face in creating a product that appeals to both drinkers and non-drinkers, and how did you overcome them?
A: One of the biggest challenges was creating a product that felt as exciting and satisfying for drinkers as it did for non-drinkers. People are accustomed to the complexity and ritual of a nice glass of wine or a cocktail, so we focused on crafting a bold, bitter flavor profile that could stand on its own and feel just as intentional. However this requires education and lots of sampling! We also worked to reframe the experience of drinking Ghia, emphasizing its role in fostering connection and enjoyment, rather than centering on the absence of alcohol.
Ghia Le Fizz: A touch sweet with juicy, main character energy
Q: The non-alcoholic beverage market is booming. How do you see this trend evolving in 2025, and where does Ghia fit into the future of mindful drinking?
A: By 2025, I think the non-alcoholic beverage market will feel less like an alternative and more like a standard choice on menus. People are rethinking the role of alcohol in their lives, focusing on options that let them enjoy the moment without the downsides. Ghia fits perfectly into this evolution, offering a bold, thoughtfully crafted option that proves you don’t need alcohol to enjoy a complex, celebratory drink.
Q: How has feedback influenced your product development or marketing strategy since Ghia launched?
A: Customer feedback has been a huge influence on how we’ve shaped Ghia and since day one we’ve been all ears. We truly read every email, dm, and comment that we get. This input has allowed us to refine our recipes, develop new flavors, and create marketing campaigns that resonate with our community. We tested our Sumac & Chili Le Spritz with our community and increased the kick of the chili after most everyone that tried it said to spice it up!
Ghia Sumac & Chili
Q: What strategies have been most effective for building Ghia’s brand awareness and gaining traction in such a competitive market?
A: As a founder, the most effective strategies for building Ghia’s brand have been rooted in authenticity, storytelling, and a dash of fun. We’ve focused on creating a bold identity, collaborating with like-minded brands, and using every channel available to share our mission and engage directly with our community. From our unique packaging to heartfelt interactions, we aim to build connections as refreshing as a Ghia spritz.
Q: What has been the most rewarding part of your journey and what advice would you offer to up-and-coming entrepreneurs?
A: The most rewarding part of my journey as the founder of Ghia has been seeing how our product brings people together and creates moments of connection. It’s also been incredibly fulfilling to build a team that believes in Ghia as much as I do—they inspire me daily with their passion and creativity. My advice to aspiring entrepreneurs in the beverage industry is to stay true to your vision while remaining open to feedback. Invest in building a brand that tells a story and resonates with people, and surround yourself with a team that shares your passion. And don’t forget to celebrate the small wins!
Q: If you could serve Ghia at any event or to any person in history, what or who would it be, and why?
A: I just want to have a Ghia with Martha Stewart, just once please!
Mélanie Masarin’s Ghia beautifully captures the spirit of hospitality and connection, blending bold flavors with a timeless vision. Her dedication to craftsmanship and storytelling makes Ghia a standout addition to any table, inspiring gatherings and conversations that linger long after the last sip.