Executive Briefing

Ghia and the new sobriety

Another modern take on the nostalgic apéritif brand — this time, without alcohol.

Photo: Nacho Alegre / Courtesy Ghia

Are you drinking more alcohol since the coronavirus lockdown started? Less? Differently?

One of the more interesting recent launches is Ghia, a non-alcoholic, apéritif-style spirit brand with a flair of Mediterranean nostalgia.

Ghia is a deep red, bitter “spirit” of sorts, made with white grape and yuzu juices and a handful of herbal and botanical extracts, including gentian root, lemon balm, rosemary, and ginger. Those are some of the same ingredients from the red or orange amari that you’d use in a spritz, like Aperol and Campari, but with less sweetness and no added sugar.

It has an impressive kick for having zero alcohol, sippable on the rocks or with a splash of sparkling water, or as part of a more elaborate cocktail or spritz — with added alcohol or without.

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Dan Frommer

Hi, I’m Dan Frommer and this is The New Consumer, a publication about how and why people spend their time and money.

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