In ELLE.com’s monthly series Office Hours, we ask people in powerful positions to take us through their first jobs, worst jobs, and everything in between. This month, we spoke to the queen of memes, Jilly Hendrix, who went from DJ to internet personality to the founder of BODY, a low-ABV vodka brand that is 25 percent less alcohol than standard 80 proof vodka. “The idea for the customer is that it’s the same price, but you’re enjoying the drink more, because it actually tastes good,” she tells ELLE.com. “I used to go out a lot, and as I’ve gotten older, I started questioning my own drinking habits….Sometimes, I just want to have two martinis at dinner and not be drunk before my food comes.” Just in time for Damp January, we spoke with Hendrix about building brands, making spirits, and going viral. Read the full interview below.
My first job
There was a flower shop a few blocks away from my parents’ house in Laguna Beach, and I started working there when I was 14 after school, making and selling flower arrangements. My mom would drive by and check in on me. Laguna was—and still is—a very artsy town, so I also used to sell ceramic mushrooms for my friend’s mom, who’s an artist, at one of the art fairs during the summer. My first real job was working as an assistant at CAA, because I was breaking into the entertainment industry. I think I made more money selling ceramic mushrooms.
How I tap into the internet zeitgeist
I’ve always loved writing. That was always something I was doing, writing little stories. Then I moved to New York and started DJing, and I would post my DJ photos on Instagram with a funny caption. At a certain point I thought, well, what if I just post the caption? I started taking screenshots of the Notes app on my iPhone. I still remember the first one I wrote: “I’m at this stage in my life where I want to get a dog, but I’m not sure who will take care of it.” It’s very millennial coded. FuckJerry reposted it, then Laura Brown, which I thought was the coolest thing ever. Then I realized that people thought I was funny. So I kept writing things, and eventually added photos too. I’ve always enjoyed the art of the one-liner. There are three things that make memes a success: relatability, because everyone loves things they can relate to; timeliness, so it’s current; and, most importantly, humor.
Why I founded BODY
After I started creating content for myself, I launched a consumer tech platform that invests in direct-to-consumer brands. But then I had this idea for BODY. There was a huge hole in the vodka space at the time; a lot of other spirits companies were popping up, but I didn’t see very many creating vodka. I asked myself, why is the makeup of most vodka 80 proof and not less alcohol? And that was that. It was nice for me to focus on one thing for a change, instead of doing different things for a variety of people. I was excited to throw myself in fully. When I first started reaching out to distilleries telling them I wanted to make a low-proof vodka, they’d say, “That’s illegal,” and hang up. It was definitely a lot of learning and a lot of “nos.”
The benefits of low-ABV vodka
BODY is the full package: We’re 10 times distilled, so it is a more premium product. It does have 25 percent less alcohol and calories, but there are no additives, and we don’t use sugar—we use a touch of agave nectar instead. It is still 30 percent alcohol, so the equivalent of three drinks of BODY is two regular vodka drinks. The idea for the customer is that you’re able to enjoy the experience and taste of the cocktail, either having one great cocktail or having more drinks without feeling as drunk right away. We’re giving optionality. I used to go out a lot, and as I’ve gotten older, I started questioning my own drinking habits. I’ve always been very social, a lightweight, and I had a relationship with alcohol where there would be multiple times when I’d force myself to drink more if I was out or my friends were drinking. Sometimes, I just want to have two martinis at dinner and not be drunk before my food comes. That’s where BODY comes in.
On the popularity of Damp January and drinking less
I think people are more comfortable doing what they want to do and not feeling the societal pressure to drink as much. Everyone wants to wake up and feel good. And we are talking about it more online. Many of us are focused on experiences and going out and having the best time ever—that may include not drinking or a just having a few cocktails, but getting out-of-control drunk is not on the menu.
What’s next
We’ve just partnered with Amass Brand Group, and they have taken a minority stake in BODY. It’s a significant milestone for us, as we are now expanding across the U.S. We have proved that people are interested in lower-proof spirits, and now we just need to make the product available to them.
This interview has been edited and condensed for clarity.
Claire Stern is the Digital Director of ELLE.com. Previously, she was Deputy Editor of ELLE.com. Her interests include fashion, food, travel, music, Peloton, and The Hills—not necessarily in that order. She used to have a Harriet the Spy notebook and isn’t ashamed to admit it.