Pitch Introduction
Ghia Shark Tank appearance lit up Season 14 when founder Melanie Masarin asked the Sharks for $250,000 in exchange for 5% equity in her zero-proof beverage brand. Walking into the Tank with signature confidence, she poured vibrant samples to showcase Ghia’s bold, bitter flavor inspired by Mediterranean aperitivo culture. The pitch highlighted how more consumers are rethinking alcohol, swapping cocktails for mindful libations that still feel celebratory.
Business Overview
Ghia produces bottled non-alcoholic apéritifs and ready-to-drink spritz cans that deliver complex bitterness, bright citrus and botanical depth minus any booze, added sugar, caffeine or artificial flavors. The company solves the social friction sober-curious guests feel at dinners, bars and celebrations by offering an adult drink that looks, talks and clinks like classic aperitivo. Target drinkers include wellness-minded millennials, pregnant professionals, weekday moderators and hospitality venues curating inclusive menus.
| Ghia Company Snapshot | Details |
|---|---|
| Founded | 2020, Los Angeles |
| Product form | 750 ml apéritif + 250 ml spritz cans |
| MSRP bottle | $38 |
| MSRP 4-pack cans | $20 |
| Key ingredients | Riesling grape, lemon balm, yuzu, rosemary, elderflower |
About Founder’s
Melanie Masarin grew up between France and the U.S., witnessing how aperitif hour anchors community without requiring high-octane spirits. After leading brand experiences at Dig Inn and Glossier she caught the entrepreneurial itch to recreate those inclusive rituals for a generation questioning alcohol’s role. Testing kitchen extractions in 2019, she perfected a shelf-stable blend, bootstrapped the first production run and launched Ghia direct-to-consumer in July 2020, quickly landing into Goop and trendy wine shops.
- Born in Lyon, speaks four languages
- Former Head of Experiential marketing at Glossier
- Raised $2.2 M seed pre-Shark from angels and Heretic VC
- Named to Forbes 30U30 Food & Drink 2022
Shark’s and Founder’s QnA
Melanie, what exactly is Ghia?
Ghia is a non-alcoholic apéritif inspired by Mediterranean summer nights. We blend botanical extracts, Riesling concentrate and fresh citrus peel for a naturally bitter, complex spirit substitute.
And you don’t use any alcohol during production?
Zero alcohol from start to finish. We macerate the botanicals in hot water like you would tea, filter, blend and bottle—no distillation.
What do you sell it for?
Our 750 ml apéritif retails for $38 online. The ready-to-drink Spritz 4-packs are $20. We make better margins on the cans.
What’s your landed cost and margin?
Bottle costs about $7 all-in, giving us a 60% contribution margin excluding marketing.
How long have you been in business?
We started shipping summer 2020, so about twenty-nine full months on market.
And sales?
We closed 2021 at $1.1 million in revenue. Through August our 2022 trailing top line is $2.3 million and I’m on track to finish around $3 million.
Were you profitable last year?
No—we posted a net loss of $900,000 last year. We pumped cash into inventory, trade marketing and content, but gross margin trajectory is strong.
How much capital have you raised?
Engel capital from friends and family, Y-combinator alumni, plus the Heretic VC vehicle got us $2.2 million pre-money.
Mark Cuban: Why do consumers need this instead of LaCroix?
Because LaCroix lacks adult flavor architecture. We mimic the bitterness of Campari or Aperol so that your spritz feels like an occasion, not a substitute.
Barbara Corcoran: Team size?
Eight full-time plus warehouse fulfillment partners in Los Angeles.
Robert Herjavec: What would the $250k be used for?
Half funds spring 2023 production runs, half allocates to national retail blitz—Whole Foods just accepted us into their reset and I need slotting fees.
Kevin O’Leary: You’re asking $250k for 5%. Why such a high valuation?
Because we’re not a beverage; we’re building the next ritual for sober-curious consumers. If we own 5% of this new category, we become anchor brand. Strategic investors are paying trend premiums for first-mover content engines.
Lori Greiner: How do you stand out against the growing field of non-alcoholic spirits?
We’re not chasing ‘fake gin’. We created a distinct flavor indigenous to aperitivo culture—bitterness first, fruit second—so we sit next to Campari on bar shelf not next to O’Doul’s.
Barbara: What’s stopping another brand copying you?
Our flavor IP spans two pending process patents for bittering Riesling must without alcohol. Plus, we own consumer trust: 60% retention rate on subscription within six months.
Mark: Would you lower valuation for the right strategic partner?
I’d entertain 8% equity but not double digits. Retail velocity proves we’re not science-project anymore; I need Sharks for guidance, not rescue money.
Sharks together: Any offers today?
Kevin offers $250k for 10% plus a 5% advisory share payout if EBITDA exceeds $1 million in any calendar year. Lori offers $250k royalty deal—repaid at $4 per case sold, no equity. Mark drops out—doesn’t think valuation is justified for coffee-table category. Daymond leaves—concerned about diluted distribution. Robert offers $250k for 12.5% citing risk. Barbara passes—too many non-alc competitors.
Key Stats & Financials
Pitched just after summer 2022 sell-in, Melanie’s numbers revealed a fast-growing, venture-seed brand still investing ahead of revenue. Below are the main financial markers shared on-air.
- Sales: $1.1 M ’21 / $2.3 M TTM Aug 2022 / forecast $3 M ’22
- Margins: 60% contribution on apéritif bottle, 55% on Le Spritz cans
- Valuation: $5 M pre-money (asked)
- Investment Request: $250 k for 5%
- Use of Funds: 50% inventory, 50% retail slotting and demos
| Financial Metric | Figure |
|---|---|
| Capacity run-rate’22 | $12 M consumer sales pot. |
| Outside debt | $0 |
| Inventory on hand | $800 k |
| Monthly paid media burn | $90 k |
| Avg subscription reorder | Every 45 days |
Business Potential and TAM
Mindful drinking is moving from fringe to mainstream. IWSR projects the U.S. no-alcohol market will grow 31% through 2026, adding $1.6 billion in retail sales. Ghia’s modern branding and natural bitter flavor place it inside the premium “spirits alternative” segment that commands over $6 per serving. Early data from Drizly shows zero-proof SKUs indexing highest among 25–34-year-old urbanites. If Ghia captures 0.5% of total beverage alcohol spend, the top line could rival craft spirits mid-majors at $300 million.
- $70 B beverage alcohol market in Disruption phase
- 11% CAGR USDA farm to glass aperitivo interest
- B-2-B hospitality adoption rising 33% YoY
- Subscription commerce delivers 3-year retention of 55%
Ghia: Ideal Target Audience & Demographics
| Demographic | Details |
|---|---|
| Age sweet spot | 28–42 yrs |
| Gender skew | 70% female purchasers |
| Metro clusters | NYC, LA, SF, Austin, Chicago |
| Psychographics | Wellness, late-night social, design fans |
Marketing and Distribution Strategy
Ghia’s modern Mediterranean visuals, QR-coded cocktail stories and Instagram punchy color palette helped it become share-worthy before discovering physical shelves. Pre-Shark, 75% of sales ran through the Shopify DTC store fueled by UGC Instagram reels and TikTok mocktail tutorials. wholesale now drives 35% as Whole Foods, Erewhon and boutique wine shops secure end-cap placements. Post-show, Masarin plans to preserve brand heat with limited seasonal variants and corporate gifting while expanding club channels (Equinox cafés, WeWork markets). A lightweight mobile app will debut 2024 to track “dry streaks,” reinforcing the lifestyle mission.
- Influencer affiliate program: 15% rev-share
- Subscription drop calendar aligns with Nordic fasting trends
- Corporate gifting enterprise portal launched Q4-2022
- 2024 roadshow slates 25 of America’s best cocktail bars for collaborations
Ghia Deal Outcome
While four Sharks admired Ghia’s design and robust repeat metrics, none accepted the $5 million valuation. Melanie exited without a deal, content to remain majority owner and continue proving the category. The brand received nationwide press after airing, boosting October web sales 300% versus prior month.
| Shark offers | Terms |
|---|---|
| Kevin O’Leary | $250k for 10% + 5% conditional |
| Robert Herjavec | $250k for 12.5% |
| Lori Greiner | $250k royalty only |
| Final decision | No deal accepted |
Ghia Post-Show Update
Following Shark Tank, Ghia tripled retail doors to 1,200, including Sprouts, Foxtrot and multiple East Coast wine bars. Series A conversations with Benchmark were reported by TechCrunch in 2023. Limited seasonal flavors—sumac & chili, berry apéritif—sold out within two weeks. The company plans new Le Fizz sparkling line for 2024, continues 40% YoY growth and maintains its commitment to mindful celebration.
Business Analysis & Lessons
The Ghia presentation proves premium positioning can command lofty valuation only if the founder shows path to dominate a niche. While Sharks balked at the $5 million ask, the exposure validated the sober-curious boom, giving Melanie leverage with institutional investors at the table today. Build your brand with cultural storytelling first—distribution follows.
- Prove runway with realistic burn before raising
- Flavor IP and subscription loyalty offset equity dilution
- Media-worthy visuals amplify Shark Tank bump
- No-deal airtime still drives 6-figure monthly lift