How Ghia Drove +109% Lift in Conversion with Hue Shoppable Video
+109%
9.7%
18X
*Results measured on desktop and mobile traffic in December 2025
About Ghia
Ghia is a non-alcoholic apéritif brand redefining social drinking with bold botanicals and elevated rituals. Ghia partnered with Hue to translate the sensory and social nature of the apéritif experience onto their DTC site, using shoppable video to build shopper confidence, support education, and drive measurable performance.
“Working with Hue allowed us to showcase Ghia the way it’s meant to be experienced…shared, poured, and enjoyed in real moments. The authenticity of the content, combined with seamless shoppability, helped bridge the gap between discovery and purchase.”
– Hanna Pandya, Director of Growth Marketing & eCommerce
The Challenge: Translating Taste, Rituals, and Recipes in Video.
For Ghia, the challenge was twofold.
Nuanced flavor, ritual, and social context are difficult to convey through static imagery alone. As a non-alcoholic apéritif in an emerging category, Ghia also needed to educate first-time shoppers on how the product should be served and how it fits into their lifestyles.
Click here to view Hue Shoppable Video on Ghia’s Homepage.
The Solution: Hue’s Shoppable Video Experience
Ghia partnered with Hue to bring shoppable video directly onto its homepage, product detail pages, and bundle pages, turning product discovery into an educational, sensory, and confidence-building experience.
Ghia partnered with Hue to integrate shoppable video modules on the homepage, product detail pages, and bundle pages. The video module features authentic, lifestyle-driven videos sourced from Hue’s UGC Community as well as the Ghia community. The content shows how Ghia is poured, served, and enjoyed in real social settings, paired with clear explanations of each apéritif’s flavor.
In total, Hue sourced over 50 video reviews across Ghia’s core products from Hue’s vetted UGC Community. Hue video reviews cover the following products from Ghia:
Cocktail Box with Original Apéritif
Shoppable Video Results (December 2025)
Engagement & Discovery Results
- 9.7% engagement rate, exceeding Hue’s 5% benchmark
- Shoppers watched an average of 3 videos per session
- Sensory Storytelling Increased Engagement and Reduced Hesitation
Shoppers engaging with Hue’s shoppable video spent an average of 59 seconds of content and viewed multiple videos, driving purchase confidence.
Conversion & ROI Results
- +109% Lift in Conversion Rate
- 18x ROI based on relative Hue contract cost
- Education Built Confidence in an Emerging Category
By educating first-time shoppers on usage and occasions, shoppable video drove a 63% conversion lift among video-engaged users.
Click here to view Hue Shoppable Video on Ghia’s “The Grand Voyage Pack” bundle page.
The Takeaway
Food and beverage brands face two core e-commerce challenges: missing sensory cues and shopper education. Hue’s shoppable video helped Ghia solve both, driving higher engagement, conversion, and AOV.
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