The Sherveen Show · 2025-03-13 · 44 min
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!
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