Ghia Releases Its Biggest and Boldest Bubbles Yet

Large-format ‘Le Fizz’ lets you enjoy a functional bev with friends as the booze-free market skyrockets.

Editors of Late Checkout

September 13, 2024

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Everyone’s favorite non-alcoholic spritz dropped something special just in time for fall.

Le Fizz, Ghia’s newest drinkable creation, is described as, “kind of a sweet story: orange blossom meets strawberry. Juicy main character energy. Tangity-tang and a dry finish,” and comes in a large format, 750ml bottle that’s designed for sharing. While all of Ghia’s previous products came in single-serving cans, Le Fizz signals the growing interest in “sober curiosity” and multiple generations now going alcohol free.

Like many of its competitors, Ghia fits into the new and growing “functional beverage” category, which is expected to reach almost $250 billion by 2026, according to 2022 research by Euromonitor. Much of that comes from the more than 40% of Americans who said they’re trying to drink less alcohol this year, including 61% of Gen Z.

“Consumers are looking for products that do more than one thing for them,” Jordan Bass, CEO and founder of adaptogenic beer alternative brand Hop Wtr, told CNBC. “So if you can achieve a great taste, but also some functional benefit, you’re adding more value.”

So, cheers to that!