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
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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