There’s never been a better time to be sober, and Ghia founder and C.E.O. Mélanie Masarin is among the responsible. The millennial branding guru launched Ghia, her herbaceous and delicious spirits-free aperitif, last summer with the intention of reclaiming the word “drinking,” and the pleasure associated with it, from the grip of the alcohol industry.

“I haven’t been drinking for a number of years, but hosting is a big part of my life,” she says, crediting her food-centric childhood in Lyon and Cannes for her entertaining gene. “‘Big Alc’ had been telling us for decades that you have to drink to be the life of the party; it was important for me to change that.”