On World Building

As a girl with a background in design and brand strategy, I’ve always known that the soul of a product is not what it is, but how it feels. When dreaming up FlyBoy, I knew exactly who I wanted this brand to feel: I wanted it to feel like home. I desired for FlyBoy to be not just a drink, but a space where tension dissipates and you are accepted exactly as you are. A place you return to. A place where you are welcome. This is the world I want to build.

But how do you build a world you weren’t born into? Cue the imposter syndrome! I don’t have an ancestral line of Italian distillers or a culinary or sommelier background to anchor this brand universe. What I do have is an obsession with the social gaiety of gathering: the informal magic of raiding the pantry and generously topping off a friend’s glass.

That feeling is what I wanted to bottle (or, more accurately, can): the hospitality of an amaro handed to you as soon as you sit down, relaxing into the familiar comfort of a space where people who know you intimately.

I think of my friend Molly crafting a Negroni-esque drink for me while I sat at her kitchen counter and watched her prep dinner. I think of splitting a bucket of spritzes at a sidewalk cafe in July, or the thrill of a clandestine park picnic with a bottle of Lillet Blanc tucked in a tote bag. There is something inherently hospitable about the bitter and botanical; these drinks are more meaningful when they are shared.

So, how do you build a brand that feels like a warm summer breeze or a late-night call with a friend? That is my quest.

It might seem bold to hinge such a strong identity on an RTD beverage, but what I’ve learned is that FlyBoy is the vehicle, not the destination. The force propelling this forward is community: tapping into the unique skills of people I admire to create something far larger than a can of liquid.

Home isn’t homey when you’re alone. In that same vein, I know I can’t (and don’t want to) fly solo. The most beautiful tables are the ones where every chair is filled, and the same is true for this journey. The ride is so much more rewarding when it’s full of people who bring their own light to the mission. On this path, I am here to listen humbly and execute passionately. I truly believe every perspective is valuable and every gift is essential to orchestrate a successful takeoff.

I invite you to come along as I muse, research, test, and build. If you want to help me build this world physically, reach out at margo@drinkflyboy.com or DM me at @flyboyaperitif. And I hope you don’t mind all the plane puns. I simply can’t hold back.

Wheels Up.

Margo, Founder of FlyBoy Aperitif