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“So I decided to make Philia for those who for whatever reason become zero-proof. Create an active community and a fun place. The dinner table, where no one is an outsider and there is something special for everyone to drink…” – Lily Geiger, Philia Founder and CEO
according to mental flosssets a good precedent for people being creative and productive beyond their normal capacity during quarantine.King Lear”, It was all during the pandemic that Isaac Newton developed his theory of gravity and Edvard Munch painted his “Spanish flu self-portrait.” Lily Geiger, who lived in Los Angeles pre-COVID, moved Ashley to her mother’s house in Falls during lockdown in August 2020 and began working on her new non-alcoholic beverage idea. By September she had her LLC and in April 2021 launched her Figlia, a non-alcoholic aperitif, and in her first week she made $13,000.
Geiger was born and raised in New York City. After graduating from Forrest University, she moved to LA where she did her marketing job at Beautycounter. I gained experience. At her 24 years old (living in Berkshire), she first conceived her Figlia products, then her LA-based design-focused branding agency, RoAndCo. Developed with help. They met on her Zoom and exchanged samples. At 25, she launched a brand with her one flavor. flower), Made with roses, bitter oranges and cloves, it is now sold in 400 locations nationwide. new york times, trendWhen GQ (to name a few publications).
Born of passion and personal experience
“There’s always this urge to do something that’s meaningful to you,” says Geiger. “When I asked myself what I was passionate about, this was an idea that stuck in my mind.” I knew that She “had a lot of embarrassment and embarrassment.” Growing up in Manhattan, she also observed an “accelerated drinking rate,” a tendency for social environments to revolve around alcohol.
While in college, she began to think about how the habits that children began to develop at that time would carry over into adult life. Years later, Geiger noted an increase in drinking habits and alcohol sales during the pandemic. “Everyone was bored during COVID and wanted some rituals to help them get through it. Drinking was one of them.” I used it as a time to assess, noticing how I felt when I woke up after the previous night’s drinking. “I wanted to find a nightly ritual that didn’t make me feel sick and tasted good,” she said.
I found the non-alcoholic options offered at most restaurants and events to be youthful and demeaning. “Being a soda drinker while others have a glass of wine can take you away from the conversation and the people you’re with,” explains Geiger. We wanted to offer something that is on the same level as what we have in the market: something that is meant to be savored, with a sophisticated edge.
In addition to supporters of the Dry January Movement and Sober October Movement, many people are interested in abstaining from alcohol these days, and Geiger hopes to capitalize on that audience. .
“A lot of people want non-alcoholic options for a variety of reasons,” she points out. Whether you’re pregnant, struggling with addiction, have a medical condition or health condition, or your usual drinks just don’t work for you, Philia offers a fresh, new alternative to change things up. Helps create ‘sophisticated beverages’ for memorable leisurely moments. It’s for “intentional drinking”. Not good for a hangover” (according to the website).
Trust her intuition and grow strategically
Based on past jobs, Geiger had some confidence when considering starting her own business. “To be successful, you have to do a lot of research, but it’s about believing in yourself and sticking with it,” she stresses. She credits her creative team at RoAndCo for helping create the brand (image, color, mood) and copywriters for helping develop the story and identify keywords to guide the marketing.
“I’m all bootstrap, not an investor, not yet,” says Geiger. However, given that she launched with just an Instagram account, she (@drinkfiglia) and website (Drinkphilia.com), these straps have proven to be quite strong. “My own community has expanded into all these other communities,” she says. “We have broken sales records for the last four months in a row, with no paid magazine ads, just some social media ads.”
As an investor, can you use “yet” as a clue for future fundraising? “Definitely. We want to expand in a healthy way alongside our competitors,” she smiles. As a small business with one full-time employee and one part-time contractor, you may be wondering how Geiger is keeping up with the increasing demand. “I just work more,” she replies. “Everyone I work with, I went to college with. We are all women and enjoy working together. I have a stance that cannot be easily changed.”
Create a community one bottle (or can) at a time
What distinguishes Fiore? For one thing, it tastes like many non-alcoholic products, not intended to imitate wine or other spirits.Fiore bottled the lushness of an Italian garden and the energy of a sidewalk dinner in New York City. It’s an ode to spritz, a sign of leisure time and a reminder to take your time… We recommend pouring the Fiore over ice garnished with an orange peel. ” bright red color. beautiful bottle. name (Philia means daughter in Italian), a nod to her inspiration in creating it and the culture the drink came from. The way it’s made in Utah – the only place Philia can go through the special hot-fill process (heat sterilized and then hand closed) that Philia requires. And the fact that it doesn’t use ingredients that alter serotonin (which people on antidepressants should avoid).
More than just making beverages, Geiger is committed to encouraging people to have honest and inclusive conversations about alcohol consumption. We aim to support them well,” the website explains. “But we can’t do it alone. That’s why we support nonprofits that are passionate about ending addiction and supporting the environment.”
One such non-profit organization is A partnership to end addiction (Committed to empowering families through a unique public health approach to addressing addiction rooted in science and compassion). Philia calls this act “sipping good stuff.” The business also donates to local non-profit environmental organizations based in New York City. 1% for the planet.
So to all of you who find it hard to survive a dry January (or forever dry), good luck. Help is on the shelf. You can also order online. Try something new that promises “all the charms without regrets”. who knows? Maybe Fiore will become your new nightly ritual, too, and your beverage of choice “for all the moments you want to remember.”
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