Redefining sobriety with purpose and community

Since its launch in 2021, Figlia has gained a loyal following, resonating with those seeking thoughtful alternatives without compromise. Unlike many non-alcoholic beverages that aim to replicate the taste of traditional spirits, Figlia prioritizes flavors that are non-triggering for those with a history of alcoholism. Beyond its distinct taste, the brand differentiates itself through its deeply personal founding story, commitment to community, and a charitable component that supports those affected by alcohol misuse. In our conversation, Lily shares the journey behind Figlia, the challenges of entering the non-alcoholic space, and how her personal story continues to shape the brand’s ethos.

Hi Lilly 👋 Can you tell our readers more about about yourself, and how your individual journey lead to the creation of Figlia?

Yes! I started Figlia in 2020 with the goal of creating something sophisticated for those who don’t drink, something that still felt adult but didn't trigger the taste of alcohol. Figlia was born out of a desire to have more honest and inclusive conversations around alcohol consumption. The inspiration is deeply personal. Growing up, I watched my father battle alcoholism and lost him to the disease when I was 20. That experience shaped my perspective and made me realize how often non-drinkers are still seen as outsiders. I wanted to honor people in recovery by offering an alternative that didn’t mimic the taste of alcohol. Tasting something like a non alcoholic beer can be a setback when you're in recovery. At the same time, I wanted to create a space where everyone, whether they’re choosing zero-proof for a night or a lifetime, felt welcome. So, I decided to create Figlia.

After about a year of development, Figlia launched in April 2021. Prior to that, I worked in marketing, mainly in beauty, so stepping into the food and beverage industry was a completely new challenge. At the time, the non-alcoholic space was still relatively small, but we we're lucky enough to hit the market at the right time, as consumer interest was growing. And I'm happy we launched when we did! Since we launched so many more brands have entered the non-alc space, it's impressive to see the growth and thought that has gone into creating more options for those going zero proof, for whatever reason.

It’s incredible that you’re sharing such a vulnerable part of your story, especially with many competitors in the space shying away from open conversations around alcoholism. How does Figlia's core mission influence your day-to-day work and the overall direction of your brand?

It makes me a lot more passionate about what I’m doing, and it keeps me from giving up because I feel like I’m not just doing this for myself. I’m doing it for my dad in a way, but also for so many others who can relate, whether to my side of the story or his. First and foremost, I’m doing this for that community. I think that is what sets us apart on a day-to-day basis. We see so many people gravitate toward our story and feel like they have found a brand that is open, safe, and welcoming. And that is a really great feeling.

I also think there are probably others in this space with similar backgrounds, but it is not something they typically share. It is not seen as ‘sexy’ when marketing a beverage. At the end of the day, we are still operating within the same industry. Non-alcoholic beer and spirits are often stocked near alcoholic beverages in retail stores, so you still have to navigate that space carefully.

I do not want our brand to be the one saying alcohol is the devil. That is not my message. It is just that these struggles are real, and they happen more often than people think. We highlight that reality not to shame anyone, but to create space for open conversations so people do not feel alone in what they are going through. That is really what it is all about.

Where there any unforeseen challenges you faced entering the non-alcoholic space?

Finding the right distribution was tough. Even though we weren’t the first to enter the market, it still took time for retailers and distributors to fully grasp how to position us. Many non-alcoholic products, including ours, are distributed through beer distributors, which sometimes leads to complications like customers being carded at checkout despite our product containing no alcohol. It sounds silly, but that checkout experience could be triggering for someone who is sober and sees that as a past life, something they no longer engage with. It might seem like a small detail, but for some, it can bring up emotions they would rather avoid. From my perspective and the values of our brand, I don’t think that is an ideal experience, but unfortunately, it is out of our control. These inconsistencies can be frustrating, but we're hopeful that as the non-alcoholic category grows, that will change.

Figlia’s openness about alcoholism and recovery is fairly rare in this space. How has that transparency been received by your community?

The response has been really positive. I think it means a lot to people, whether they’re a child of an alcoholic, a loved one of an alcoholic, an alcoholic themselves, or just someone who has struggled with their relationship with alcohol over time. It definitely feels comforting for many to know they are not alone. Of course, there are some haters. Some bars and restaurants push back because they don’t want to rethink their approach to alcohol, which is fine. We’re not here to eliminate alcohol; we just want to provide an option for those who choose not to drink.

Being a founder is not for the faint of heart. What drives you to stay committed to Figlia's mission, even through the challenges of building a brand?

Hearing everyone’s stories, when they say, ‘Oh, wow I can relate,’ or ‘Thank you so much for putting this out there and telling your story,’ ‘Because of this, I feel like I can talk about mine,’ is so impactful for me. That’s why I started Figlia. But, thinking back on my experience growing up with an alcoholic parent, rereading letters from my dad, or reflecting on what I went through, is by far my biggest motivation. It reminds me why our mission matters, as it's still a big part of my life now. It's that personal tie that pushes you to keep going, especially in this climate, where fundraising is tough and being a small business owner is even harder. It’s a lot, and it can feel totally defeating at times. I think as a founder you have to have that inner motivation and personal tie to keep going.

You mentioned how exciting it is to see so many more non-alcoholic options. In the spirit of collaboration over competition do you have an favorites in the space?

Yes, I love Visitor Beer, Parch (which, if you haven’t tried it, is amazing!), and Miri Drinks. We’ve actually worked with other brands a lot. It’s so nice to be able to bounce ideas off them, especially when you enjoy the founders. I’m close with the founders of Visitor Beer and Parch, and we speak often. It’s refreshing, and it’s such a relief to compare notes, especially when it comes to distribution or retailers and getting an intro to a particular buyer at a store. For example, here in New York, I’ll sometimes bring a sample of Visitor Beer to a restaurant, and they’ll order it because they tried it. They probably wouldn’t have otherwise, so I love that we have that connection and support each other. They do the same for me, they’ll connect me to a distributor, and that’s how we end up working with them. It’s just nice to have a friendship with those people while building these partnerships.

We have to ask, looking ahead, can you give us any hints on the new flavor coming out in March?

I can only say that it will be completely different from Fiore! I can’t reveal more just yet, but it’s going to be a really fun surprise for everyday.

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