KYLE MERKLEIN
Master Distiller Holladay Distillery
Age : 36 First Industry Job : Production Shift Manager making neutral grain spirits Favorite Drink : Neat pour of our Rickhouse Proof offering of either Ben Holladay 1856 Original or Holladay Soft Red Wheat
Kyle Merklein has been Holladay Distillery ’ s master distiller since 2016 . He is Kansas-born and raised and earned his biological and agricultural engineering degrees from Kansas State , with a Master ’ s research focus on the optimization of various fermentation systems . He is also working toward a Ph . D . in industrial engineering .
Merklein ’ s background and education in engineering and fermentation led him to find his professional path in the distilled spirits business . As a master distiller , Kyle brings his passion for the bourbon industry to production . “ Being part of reviving a bourbon brand has definitely been a fun but
LILY GEIGER
Founder and CEO Figlia
Age : 28 First Industry Job : 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 age 25 . With a small , women-run team , Figlia has become a well-known name in the zero-proof category .
Through her brand , Geiger has made a significant impact on 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 very difficult challenge ,” he says . “ We began with a historic mashbill and we did have some records of how bourbon was made onsite , but there were still a lot of details missing .”
These details included items such as " determining the sweet spots in our rickhouses to how is the best method of filtering our bourbon were all unknown to us ,” Merklein says . “ They sound like extremely fun problems to have , and they are , but there is a lot of stress when realizing the investment needed to produce an aged bourbon . In the end , I ’ m proud of all of the work the team has put into this bourbon as well as the transparency in which we are doing it .
As for personal goals , “ Working in the bourbon industry has shifted my perspective of time ,” Merklein explains . “ When we put away a barrel of bourbon , we don ' t try to predict exactly what product it will be or when we will bottle it . Rather , we know that we produced the best quality product we could make and that six-plus years in the barrel will transform the taste . So we trust the bourbon process and wait until it is ready .”
Similarly , he adds , “ I try to do my best work in the moment and focus on today knowing that hard work will compound over time . As long as I am being true to myself and my ethics , time will work its magic and I will be better off for today ’ s effort in six-plus years .”
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 positioning herself 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 .
18 2025 BEVERAGE INFORMATION GROUP 40 UNDER 40