Get ready for a candid chat about building a premium non-alcoholic beverage brand – without selling your soul to “growth at all costs.” In this startup founder fireside, Sherveen sits down with Lily Geiger, founder & CEO of Figlia, a mission-driven aperitivo company providing sophisticated alternatives to alcohol.
From her personal journey and motivation to start the company, to cold-calling restaurants and personally handling distribution, Lily shares her journey toward creating Figlia’s flagship flavor and brand. And for those wondering after listening to this conversation: Figlia is now available in Whole Foods!
Hear how she navigated formulation in the middle of COVID, managed packaging logistics from LA to NJ, and found a no-nonsense approach to balancing brand integrity, profitability, and real human connection. If you’re curious about direct outreach in CPG, the sober-curious trend, or what it takes to stand out in a crowded beverage market, this episode is for you!
This is Episode 022 of The Sherveen Show!
In This Episode
Mission-Driven: Lily’s personal story and pathway to starting the company, and how it shaped Figlia’s “no-alcohol analog” approach
Formulating the Future of Drink: Balancing cost, shelf life, and taste for a new wave of mindful drinkers
Navigating Supply Chain: Going from a scattered LA–NJ pipeline to a more efficient setup in Utah, and the trials and tribulations in between
DTC vs. Wholesale: Why a direct outreach strategy (500+ accounts!) beat “waiting on a distributor,\" and the more recent change
Sober-Curious Movement: Making a stylish, sophisticated product that resonates with both non-drinkers and casual drinkers alike
Bootstrapping to Angels: Lily’s mindset around self-funding, strategic investors, and protecting brand integrity
Follow Lily on LinkedIn: https://www.linkedin.com/in/lily-geiger-1735b011b/
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Follow Sherveen on LinkedIn: https://www.linkedin.com/in/sherveenm
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