In this episode I chat with Lily Geiger - the 25-year old founder of the non-alcoholic aperitivo brand Figlia - which has been featured in VOGUE, NYT and WSJ. Whether you are interested in drinking more mindfully, are sober curious or just wanting to lessen your drinking this episode is for you. Lily shares her story and the catalyst to creating a non alcoholic beverage company in her 20s, along with advice for starting your own company in an unknown industry. We chat about society norms and pressures to drink alcohol, tips on drinking alcohol more mindfully and navigating social situations, and ways to relieve stress without alcohol. Lily discusses seeing a gap in the non alcoholic bev industry, the importance of creating a beverage that doesnt mimic the taste of alcohol and provides resources for anyone struggling or dealing with a loved one who is. Ritual: 10% off your first 3 months at ritual.com/PBNP OSEA: 10% off your first order with code PBNP at OSEAMalibu.com