Figlia’s Lily Geiger on creating a truly inclusive nonalcoholic beverage

Ad Age is marking Women’s History Month with a series of contributions from guest essayists. Today, Lily Geiger, founder of Figlia, writes about the ups and downs of starting a nonalcoholic aperitivo brand in the heart of the pandemic. Figlia came together like pieces of a puzzle: a lifetime of growing up with an alcoholic parent, a lack of desire to drink alcohol because of that, and the hope that one day I would be able to make a living and only have to answer to myself. I can’t remember if there was one moment or one day where Figlia just struck me. It actually felt more like a progression of thoughts and ideas that merged together over the span of a few months. I had left my job in Los Angeles after feeling homesick during the pandemic and moved to the Berkshires to stay with my mother. Being back home gave me time to reflect on what I truly wanted to create—something meaningful that aligned with my values and personal experiences. I have had an entrepreneurial spirit for as long as I can remember, but it was less about the idea of being known for something and more about the idea that I wouldn’t have to work for someone else or report to them. Both of my parents worked for themselves, and although they did not make it look ideal at times, I knew it was always a possibility. There was no real “first day on the job,” but I have memories of trying all of the products that were on the market at the time and thinking through how I’d like for this nameless, tasteless beverage to exist in the world. None of them really blew my mind or felt like something I’d want to have on a nightly basis. Still, I realized how nice it was to have a small ritual—something to mark the end of the day and transition into relaxation. That feeling of having something special to reach for, even without alcohol, became an important part of the vision for Figlia. Also, in a space that should feel welcoming to all, I found that the nonalcoholic market still felt exclusive—many drinks were designed to mimic alcohol, which could be triggering for those in recovery, while others contained serotonin boosters, making them off-limits for people on certain medications. It was clear that many options weren’t created with everyone in mind. I wanted to change that by crafting a drink that felt mature and sophisticated without replicating the taste of alcohol or interfering with serotonin levels—something truly inclusive that anyone could enjoy, no matter where they were in their journey with alcohol. Through many ups and downs of starting a CPG brand in the heart of the pandemic, I found myself at launch day (April 28, 2021). This is funny to think about now because when I reached this point, I felt like I had made it to the top of the hill I had been climbing—but in reality, I had just reached the trailhead. Looking back now, I’m incredibly grateful for every challenge and misstep, because each one shaped Figlia into what it is today. Figlia translates to daughter in Italian—the only word that felt appropriate for the shiny glass bottle filled with liquid love. Sharing my story over and over can feel strange, almost like reciting a script, as if none of it ever really happened. But in the hardest moments, when doubt creeps in, I remind myself why Figlia exists in the first place: to create something meaningful, to foster connection and to make space for those who need it. That mission is what keeps me going. A big part of Figlia is the community that has blossomed around it. Sharing my own personal story has created a space where people feel comfortable sharing theirs—whether they have a family member struggling with addiction or are navigating their own challenges. We donate a percentage of proceeds to Partnership to End Addiction and use Figlia as a platform to encourage honest conversations around alcohol, building meaningful connections through shared experiences. My journey with Figlia has taught me resilience, and I feel fortunate to see the brand grow into something that not only provides an alternative to alcohol, but also fosters genuine connections and supports a larger mission. That is what sets Figlia apart from any of the other brands out there. We lead and thrive with heart, with passion and with honesty, even when covering the completely unsexy topic of addiction. This is something that can’t be captured in a product on the shelf or in a photo on a website, but is something we work toward every day. Sign up for Ad Age newsletters From influencer marketing to agencies, get the latest news and analysis delivered to your inbox Click here

Figlia’s Lily Geiger on creating a truly inclusive nonalcoholic beverage

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