40 Under 40 Spotlight: Lily Geiger

Founder and CEO, Figlia

Age: 26

First industry job: founding Figlia

Favorite drink: Figlia Spritz, Muri, Visitor Beer and Unified Ferments

Driven by her personal experience of losing her father to alcoholism, Lily Geiger launched her own alcohol-free aperitivo brand, Figlia, at just 25. With a small, women-run team, Figlia has become a well-known name in the zero-proof category.

Through her brand, Geiger has significantly impacted the alcohol-free beverage community by being a vocal advocate for discussing the often-ignored challenges of alcohol addiction. Because of her transparency, Figlia’s consumers can better relate to Geiger, making the brand feel more approachable and welcoming.

Geiger’s success didn’t come easily. Especially with getting started so young in a brand-new industry, she had to learn everything from scratch.

“My biggest challenge was diving headfirst into a completely new industry at just 24 years old,” she says. “I had no prior experience and taught myself nearly everything as I went along. I’m incredibly proud of how far Figlia has come since then, growing into a brand that’s now carried in over 500 stores nationwide and recognized by leading publications like The New York Times, Vogue and The Wall Street Journal.”

Through her dedication to Figlia, Geiger has garnered significant recognition in the beverage industry, most notably as an honoree on the VinePair50 list, which highlights individuals making impactful contributions to the drinks space through innovation, creativity and dedication.

Geiger also donates a percentage of Figlia’s proceeds to Partnership to End Addiction, supporting crucial initiatives in the fight against addiction. In addition, 1% of all proceeds goes to Harlem Grown via 1% For The Planet, an organization dedicated to empowering youth through urban farming and education.

For Geiger, setting personal goals and setting herself up for success revolves around two key practices: writing everything down and therapy.

“I find that both are invaluable for staying accountable and actively working toward my goals,” she says.

You can read the rest of our 40 Under 40 winners here.

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