Entrepreneurship Among Influencers Signals New Trend in Business World, Marketers Urged to Observe Closely
In June 2020, Mélanie Masarin, the founder and CEO of Ghia, launched a revolutionary line of non-alcoholic aperitifs and spritzes. The brand aims to extend the reach of Ghia by providing a platform for those who want to destigmatize a sober lifestyle and enjoy social gatherings without alcohol.
Masarin, who previously held the position of head of retail and offline experiences at Glossier, brings a wealth of experience to Ghia. Her existing audience on social media was instrumental in the brand's launch, with many people relating to her story and wanting an extra connection with the human behind the brand.
Ghia's non-alcoholic aperitifs and spritzes are designed to be enjoyed in a world where people think a sober lifestyle is not enjoyable. Masarin believes that reaching for a soft drink does not mean opting out of enjoyment. Instead, she reimagines the social and celebratory aspects of drinking without alcohol, focusing on connection, shared moments, and a sense of gathering.
The brand achieves this by redefining celebration and togetherness, framing Ghia as a way to enjoy ritual, reverie, and connection. The drinks offer bold, Mediterranean-inspired flavours, drawing inspiration from Masarin's South of France upbringing. The flavours are sophisticated and enjoyable, offering an alternative that feels just as pleasurable and complex as alcoholic drinks.
Ghia also emphasizes the aesthetic and experiential aspects of drinking, making the non-alcoholic option feel premium and desirable. This attention to design helps normalize sober drinking as part of elegant social occasions. Through these elements, Ghia challenges the misconception that celebrations require alcohol and promotes a sober lifestyle as vibrant, enjoyable, and socially fulfilling.
The launch of Ghia aims to take the word "drinking" back from booze, offering a new way to enjoy social gatherings without the negative consequences associated with alcohol. Masarin's approach centers on creating drinks that foster connection, shared moments, and a sense of gathering, rather than focusing on the presence of alcohol itself. This destigmatization is rooted in shifting the cultural narrative around what it means to gather and celebrate, making sober drinking a celebrated choice rather than a limitation.
In conclusion, Ghia is a game-changer in the non-alcoholic beverage industry, offering a sophisticated and enjoyable alternative to alcoholic drinks. By redefining celebration and togetherness, focusing on bold flavours, and emphasizing design and experience, Mélanie Masarin is destigmatizing a sober lifestyle and promoting a new way to enjoy social gatherings.
An entrepreneur named Mélanie Masarin, the founder and CEO of Ghia, is revolutionizing the non-alcoholic beverage industry by launching a line of sophisticated and enjoyable non-alcoholic aperitifs and spritzes. Her business, Ghia, encourages those who embrace a sober lifestyle to enjoy social gatherings without alcohol, redefining celebration and togetherness in a way that destigmatizes sobriety and promotes the pleasurable aspects of a social and celebratory lifestyle.
