Ghia Reimagines The Aperitivo As A Sober Experience
by Rudy Sanchez on 08/13/2020 | 2 Minute Read
How people consume alcohol is as varied as the kinds of libations that exist.
Drinking might be the usual bros hanging out to slam some Claws or a boozy brunch fueled by mimosas, However, when in Italy, it might take the form of Aperitivo, an early in the evening custom when people get together to have a drink, typically an amaro-based cocktail, accompanied with a snack.
The aperitivo isn’t about raging, so the drinks tend to focus on the complexity and diverse flavors of bitters. Melanie Masarin, formerly of Dig Inn and Glossier, missed the social and relaxing aspects of drinking Italian aperitivos but not the alcohol. So, she set out to create an amaro that reminded her of summers spent enjoying the company of family and friends sipping on limoncello.
The result? Ghia, a non-alcoholic aperitif made of traditional botanicals that you can sip neat, or mixed as one would a traditional bitter.
Masarin enlisted studio Willo Perron & Associates to create the label and packaging. Visually, Ghia’s bottle is a post-modern throwback that oozes sophistication, but in a light-hearted way. Italian amaros usually have beautifully distinctive and storied bottle designs, such as Campari and Montenegro, and Ghia notably follows in those footsteps, much like the brands’ non-alcoholic spirit. The rounded tricorner label is reminiscent of road signs with exquisite typography work for the wordmark, which is sumptuous and classically chic.
Ghia comes at a time when many are exploring sobriety without sacrificing the beauty of cocktail parties and other gatherings that usually call for an alcoholic beverage. Beer brands such as Heineken and Budweiser have launched 0% ABV versions of their signature brews, and startups like Seedslip are distilling spirits with the complexity of liquors like gin without the booze or next-day hangovers.
- Agency: Willo Perron & Associates
- Photography: Nacho Alegre/Courtesy of Ghia Search