Wake Alum Spotlight: Interview with Figlia Founder

By. Lilly Reed

Let’s kick off the New Year with another trend. In this case it’s… to drink less? Yes! ‘Dry January’ is a thing and has become a buzz phrase associated with the month aptly named for the Roman god of Transitions (Janus). Here’s why: with a variety of cool, flavorful no-proof spirits appealing to young adults, instead of criticizing people for saying ‘no’ to alcohol, many are embracing it. 

Now, it may seem unusual for college students to take part in what’s also known as Dry-uary, or even being candid about not drinking, but Wake Forest University alumni Lily Gieger has created a great reason to give it a try. In a one-on-one with me, Lily delved into how her personal journey with her father and alcohol sparked the creation of her company ‘Figlia,’ a producer of a leading non-alcoholic aperitivo, recently featured in Vogue. 

It was during your time at Wake that your father passed away. How did this impact your college experience, and what you would want to do with your future and your career? 

Lily G.: Yes, it was during my sophomore year when my father passed away. This impacted my college experience in the sense that I appreciated time with my friends so much more than ever before and was so grateful for the community that I had during the hardest time in my life. Being at Wake was a great distraction for me, and I still think about how lucky I am to have had that community. I think at the time it was less about me thinking about the future and what I wanted to do and more about wanting to graduate with my friends. So, if anything, it really made me channel my focus on that and not falling behind after losing my parent and not letting it set me back. 

Did you drink at all in college? How did this change your drinking habits?

Lily G.: I did drink in college, but I think I was always a cautious drinker and never wanted to feel fully out of control. That was never really my style, but I did socially drink at parties/events.

Taking a step back, what advice would you give college students about a college culture that includes binge drinking and heavy partying?

Lily G.: Binge drinking is a part of drinking culture that I wish I could expel from the college experience. It seems that in order to have a good time or a fun story to share the next day, some people think they need to drink in excessive amounts. But it is crazy to step back and think about how unhealthy that can be. I would just say it’s cool not to drink or to not drink as much as your friends. Being independent like that can often inspire people to rethink the way they drink, as well.

You and Figlia have really been an inspiration for me, so how would you like for your brand to impact others who are still in their 20s? Have you noticed any changes in the way people drink perhaps in your circle of peers in this age category?

Lily G.: More people in their 20s are open to a "sober-curious" lifestyle! Whether that means not drinking on the weekdays, not drinking as much in general, or not drinking at all. We live in a world where people are uber-conscious of their health and being mindful has been at the forefront of this past year, especially post pandemic, so I think drinking habits in young people are constantly evolving. 

Thinking about the branding of Figlia, how have you wanted to convey this convergence of a drinking culture and the need or desire for many people to limit or eliminate any alcohol?

Lily G.: In the process of developing the brand identity for Figlia it was really important for me to create a product that came off as sophisticated for the non-drinker as well as the drinker. I didn't want to isolate the drinker, and I actually like that more people are open to trying it even if they do enjoy drinking alcohol. I have seen some substitute it as a healthy alternative for campari or aperol (or any mixer really), or even add a Figlia spritz to their evening routine before or after having a cocktail to break things up. I do think, however, that more people are feeling like they aren't giving anything up by having elevated N/A (non-alcoholic) options that still make them feel a part of the community of sitting at a table or bar with friends or family.

How do you address skeptics (who don’t believe that zero-proof cocktails can be sustained)?

I say, don't knock it ‘til you try it!

What makes you most proud of the brand you have created?

Lily G.: What makes me most proud is seeing how much work our small team has done in such a small period of time. To see the community we have created, the loyal brand followers, the press, the stockists that carry us and so much more and knowing that was all mostly done by two people is truly the craziest thing for me. I am so lucky to have such a great small but mighty team. A special shoutout to Riley Walker, another Wake alum, who also happens to my best friend and co-worker! I absolutely could not do this without her and she makes working fun.