Joining me on the show today is Melanie Masarin, Founder of the spirited booze free brand, Ghia.
A Glossier alum, Melanie launched her brand earlier this year during the pandemic and it’s been on the tip of everyone’s tongue ever since.
We talk about the lightbulb moment she decided she was going to launch an aperitif, what actually happens in the lead up to the launch, the steps to doing a friends and family round and how her special vision was brought to life through branding and language.
With a super cute background story that involves Italy, her grandmother and all the good things in life Ghia has quickly grown into a brand that’s needed in our social lives, now more than ever.
Melanie’s vision for Ghia was influenced by her Italian roots and cherished memories of her grandmother. It’s all about savoring the good things in life, and Ghia reflects that sentiment perfectly. She saw a gap in the market for a sophisticated, alcohol-free option that could fit seamlessly into our social lives. As Melanie put it, “We need brands like Ghia now more than ever.”
The Road to Launch: Friends and Family Round
When it comes to launching a new venture, the first hurdle is often securing funding. Melanie shared how she navigated the friends and family round, emphasizing the importance of leveraging her network.
In October 2019, Melanie embarked on her fundraising journey, reaching out to fellow entrepreneurs for advice. “I tapped into my network to get their thoughts—what did they think? How do you even vet an idea besides gut feeling?” She discovered that many were enthusiastic about her concept, with a handful even offering to invest after seeing her previous work.
Armed with positive feedback, Melanie crafted a pitch deck and reached out to potential investors. “It was about putting myself out there and being transparent about my vision,” she explained. The response was overwhelmingly positive, with people resonating with the concept of a fun, non-alcoholic drink.
Her approach was straightforward—she contacted people she had previously worked with and even asked for referrals. “We ended up raising our round in just a week, with 50 to 60 meetings back-to-back,” Melanie said, reflecting on how lucky she was to have such quick success. However, she also noted that fundraising is much more challenging today, highlighting the changing landscape of startup funding.
Once the commitments started rolling in, Melanie moved quickly to secure the funding. “We opened a safenote, which was the easiest and least expensive option in terms of legal fees. A lawyer helped us draft the agreement, and once both parties signed, the money was in the bank!”
Branding and Language: Bringing Ghia to Life
Melanie’s journey wouldn’t be complete without mentioning the importance of branding and language in bringing Ghia to life. The brand’s aesthetic and messaging are integral to its identity. Melanie focused on crafting a unique voice that resonates with consumers seeking an alternative to traditional alcoholic beverages.
With her background in beauty and wellness, she understands the significance of storytelling. She shared how Ghia aims to evoke emotions and create connections with its audience through thoughtful branding and language. “It’s not just about a drink; it’s about a lifestyle,” she said.
In a world increasingly leaning toward healthier choices, Ghia stands out as a refreshing option. With Melanie’s passion and dedication, the brand has quickly carved out a niche in the beverage industry, capturing the hearts and taste buds of many.
As Ghia continues to grow, it serves as a testament to the power of believing in one’s vision and the magic that can happen when you blend passion with purpose. So, next time you're looking for a stylish, booze-free option, remember Ghia—it’s more than just a drink; it’s a celebration of life’s beautiful moments. Cheers!
