CRAFTED Ghia’s Journey from ‘Shark Tank’ to the Mainstream
Ghia is a drink brand that isn’t trying to be beer, wine, or spirits — and definitely not a “mocktail.” It’s bitter, bold, and built for people who want a drink that doesn’t play it safe.
Today, Eli talks with Ghia founder Mélanie Masarin about building a culinary inspired non-alcoholic option that’s not about sobriety, but about choice, occasion, and great flavors. They get into what makes Ghia different, how Mélanie’s multinational upbringing shaped the philosophy of the brand, and why she walked away from a Shark Tank deal without blinking.
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TOPICS & TIMES:
Introduction and Background (1:48)
The Birth of Gia: A Personal Journey (2:43)
Crafting the First Iteration of Gia (6:14)
Understanding the Non-Alcoholic Movement (11:04)
The Importance of Context in Enjoying Gia (17:12)
Elusiveness and Brand Identity (21:43)
Paving a New Path in the Beverage Industry (28:00)
Defining Success in the Non-Alcoholic Space (29:24)
Cultural Perspectives on Drinking: Europe vs. America (30:44)
The Evolution of Non-Alcoholic Menus (32:42)
The Unique Approach to Non-Alcoholic Beverages (36:21)
Cultural Influences on Drinking Habits (37:48)
Marketing Non-Alcoholic Drinks to Children (39:55)
The Impact of Shark Tank on Business Growth (47:16)
Transitioning from Bottles to Cans: A Strategic Move (51:14)
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