Zero Proof Collective Makes Waves
The room was buzzing, but not from anything alcohol induced. To the contrary, our gathering was zero proof in beverages and 100% alive with the conversation around creating alcohol-free spaces. It was the launch of Zero Proof Collective (ZPC).
The Collective originated as a gathering hosted by four women – Jen Gilhoi, Cate Faulkner, Debi McConnell, Norma Wolk -- who envisioned co-creating more non-alcoholic beverage options and healthier social spaces for adults to experience clarity, connections, and community. It seems fitting that we connected through the Star Tribune’s Dry January group in 2022, and at an amazing NA Bar Pop Up by Proxy Bar at Marigold, the non-alcoholic bottle shop coming soon by Erin Flavin. Read up on that event experience here: Marigold and the Morning After.
Having collected several sober not somber (aka alcohol-free and celebratory) experiences notably since January 2022, it became clear that we had amassed enough connections to bring folks together for idea sharing around the zero-proof movement in MSP. In past models of gathering with intention, I’ve particularly loved mixing people of a cross section of experience, interests, and industries. It organically works because people can come together around a central anchoring idea. In this case: more alcohol-free options and experiences. It also ensures the event spirit is less about competition, more about collaboration.
ZPC Originators
Our gathering on May 12th at ModernWell included a healthy diversity of beverage makers, hospitality leaders, event curators, pop-up venue creators, writers, innovators, investors, and business leaders. Each had the opportunity to share how they connect to the non-alcoholic beverage industry and related initiatives, their experiences and learnings, and their ideas and energy around future growth.
We touched on a full menu of topics including: trends in the NA beverage market, nationally and globally; the language around the beverages and experiences, SansBar and Awake Denver leaders and our conversations with them; events infused with more conscious experiences unaltered by substance; dinner parties with na pairings; de-centralizing alcohol in the workplace through culture and at their events; and na beverage makers.
Some Non-sobering Stats Shared
U.S. Sales of non-alcoholic beverages rose 33.2% in the past year, with $331 million in total sales. Non-alcoholic beer and cider sales grew by 31.7%, but more notably sales of non-alcoholic spirits grew 113.4% during the same period. (Nielson IQ—Dec. 2021)
It is estimated that the global non-alcoholic beverages market is expected to grow from $923 million in 2020 to more than $1.7 trillion by 2028, growing at a compound annual growth rate of 8.19% (Fortune Business Insights—Oct. 2021)
Much of that growth is being driven by millennial consumer, who currently comprise the largest segment (42%) of no- and low-alcohol beer drinkers in America. (Forbes, May, 2021)
People are paying top dollar for cocktails with no alcohol in them. (CNBC Travel—Dec. 2021)
Timing is Everything
Through this entire thread, everything that bubbled up indicated that time is now for these collaborations and conversations. There’s a pandemic wave of new creations and ideas in the space and just enough testing and modeling in somewhat siloed or specific communities, to join forces. And what better location than MSP/ Minnesota to launch this. We have an incredible recovery community, rank among the highest in the nation for health and wellness, and have Fortune 500 companies and a dining/entertainment scene to fuel more widespread social change.
There was an expressed interest to meet up again and continue collaborative ideas. Likely, we’ll be announcing another event and new concepts in June. As the hosts, we — Cate, Debi, Norma, and I — encourage those with a business interest in the non-alcoholic space to join our mailing list (jen@jengilhoi.com; email your interest and with subject line ZPC BIZ). If you are personally moved to join the NA movement in MSP, join our events and news mailing list (jen@jengilhoi.com; email your interest and with subject line ZPC EVENTS).
Let’s Connect!
To get involved, follow, stay in-the-know, connect on social media with ZPC attendees at our first event: Sarah Sounder, founder Dissonance @itsdissonance; Connor Johnson, yoga instructor, entrepreneur, and people connector Connor T Johnson; Chelsey Noack, co-founder Sober Sallys @_sober_sallys; Matty Craddock of Steady Pour Beverage Co @steadypour; Michelle Johnson (MJ), Michelle Johnson Consulting @mjinminnie. At this time, ZPC MSP can be found on social media on Instagram and Twitter at @ZeroProofMSP. You can also connect with founders via email Jen Gilhoi, JenGilhoi.com, @jengilhoi; Cate Faulkner, Let’s Go Zero Proof; Debi McConnell, and Norma Wolk, entrepreneurs in the NA space.
Additionally, those interested in our May 12th event, but not able to join include Ben Jordan, ABV Technology @abvtechnology; Nell Hurley, Hurley Health @hurley_health; Mary Jackson (MJ), Sober Sallys; Shari Hutar-Brochhausen, Cutback Films/ Butcher Salt @butchersalt, Dots Gray Kitchen; Lisa Kane, Kieran's Food Building @kieranskitchenatfoodbldg; Cihan Behlivan, BETA MN; Tom Mingo, Mingo Holdings @MingoHoldings; Megan Dayton, DryWit @drywitdrink; and Michaella Holden, Lucent Blue Events @lucent.blue.events.
Zero Proof Collective* invites everyone in. We’ll be announcing more collaborations and ways to connect to the movement and the NA scene here in MSP. We can’t wait to connect with your over an amazing NA beverage and create more awareness and consciousness through shared experiences!
* since the publication of this post, Cate Faulkner and Jen Gilhoi went on to officially found Zero Proof Collective LLC
- Jen, Cate, Debi and Norma
