Figlia - A Beautifully Balanced Non-Alcoholic Aperitivo
The Story of a Brand Show
Ramon Vela
4.9 • 147 Ratings
🗓️ 18 May 2022
⏱️ 34 minutes
🧾️ Download transcript
Summary
This episode is brought to you by Sendlane.
Starting a new brand - particularly a very small brand - can be pretty isolating. So determination and vision are keys to success, says Lily Geiger, founder of Figlia, a non-alcoholic cocktail with no added sugar or preservatives.
"I think by starting small and growing in a healthy and organic way, we are not only able to connect with our consumers and to talk to these customers and answer every message and take the time to meet some of these people in person," Lily says.
Other keys to success: Have a thick skin. Keep going. Believe in yourself. Believe in your messaging.
"Just be selective and kind of put your blinders up sometimes and just like block out the haters and the people with unsolicited advice," she says.
For Figlia, it took about a year to craft the drinks it offers. It needed to look sophisticated and appealing, but also it had to taste like something special.
One of the final missing pieces to the recipe puzzle was clove, generally used as a cooking spice.
Aside from the drinks, Figlia also works with organizations to support families and addicts. Figlia also works with environmentally protective causes such as 1% for the Planet.
Future plans include creating a single-serving drink.
In Part 2, Lily talks about:
* The challenges of creating a startup brand.
* The values of vision and determination.
* Advice for others starting a brand.
* How the drink recipes were concocted.
* The brand's charitable efforts.
* The background of some Figlia drink recipes.
* How to navigate the brand's website.
Join Ramon Vela and Lily Geiger as they break down the inside story on The Story of a Brand.
For more on Figlia, visit: https://drinkfiglia.com/
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*
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They over-invest in paid acquisition and under-invest in retention.
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Transcript
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| 0:00.0 | and I think a lot of people don't expect, |
| 0:02.7 | I don't think there are many people at least that I've interacted with |
| 0:06.0 | that expect it to taste the way it looks. |
| 0:08.1 | Like they just, I don't know why. |
| 0:09.8 | They'll taste it like, oh, my God, I had no idea it was going to taste like this. |
| 0:12.8 | Like, it's just, it's, you know, it's one thing when you take a sip, |
| 0:15.8 | and then it's another when you finish it, |
| 0:17.1 | and you're tasting it on your tongue. It's like this complex, you know, way of |
| 0:21.3 | tasting a beverage and kind of making it feel like it's something to savor. Like you're not |
| 0:27.7 | pouring a huge glass of this and drinking it neat. You might want a little bit over the rocks or, |
| 0:34.0 | you know, spritzed in sparkling water with, you know, maybe orange or rosemary or lemon or |
| 0:40.0 | lime. But you definitely, you kind of can taste at, you know, the first sip that this is something |
| 0:46.6 | to be savored. It's definitely, it's a concentrate, but it's really, it's special. |
| 0:59.7 | Recorded at Send Lane Studios. |
| 1:03.8 | This is not your average entrepreneur or e-commerce podcast. |
| 1:06.5 | And he's not your average host. |
| 1:10.7 | This is the story of a brand with your host, Ramon Vela. |
| 1:11.6 | If all DDC companies were forced to turn off their Facebook ads, they'd be dead on arrival. |
| 1:18.6 | Why is that? Well, they over-invest in paid acquisition and under-invest in retention. |
| 1:24.6 | Luckily, Sendlane makes it easy to solve this problem. |
| 1:29.3 | Sendlane is an e-commerce customer experience platform helping hundreds of D2C brands to tighten |
| 1:34.1 | their existing customer relationships. Sendlane automates personalized customer experiences to |
... |
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