Cultural Shift: CōV Edina’s NA Menu Launch Party with Zero Proof Collective Written by Cate Faulkner

Zero Proof Insights | Cheers to Change: CōV’s NA Menu Launch Party

Written by Cate Faulkner

Zero Proof Unveiled: A Cultural Shift in NA Options

Zero Proof Collective (ZPC) and CōV Edina hosted an unprecedented event on January 20, 2023, celebrating the launch of a new NA (nonalcoholic) menu. This was no small feat, and it marks a shift in cultural attitudes toward nonalcoholic options.

Cultivating the Vision

For years, as an Edina resident familiar with CōV, I had considered them a perfect place for elevated NA (nonalcoholic) cocktails. However, momentum truly began to build when Jen & I met server Brittney Blunt, who is both a CōV Edina employee and an alcohol-free advocate at a networking event hosted by Christine Portillo. Recognizing a demand among patrons for NA options, she helped up to develop a relationship with CōV's executive chef, Brian Sharpe, that led to a deeper engagement with the restaurant's management.

Elevating the Experience
The previous menu offered two youthful NA options known as "Sailor Sips." This collaboration introduced four new sophisticated nonalcoholic cocktails that are lower in sugar and calories. Defying the common belief that upscale NA drinks can't drive revenue, this initiative proved otherwise. Not only do patrons opt for these premium NA alternatives over water or soda, but they also serve as secondary or tertiary choices for those looking to limit alcohol intake. Currently priced at $11 each, CōV Edina is selling several hundred of these new NA cocktails per week.

An Indelible Night

The pinnacle of these efforts was the NA menu launch party, sponsored and promoted by Edina Magazine, Zero Proof Collective, and CōV Edina. Earlier on the day of the party, Jen and I made an appearance on WCCO-TV prompting several viewers to attend the event. Nearly 100 guests filled CōV Edina's porch, each intrigued by the chance to sample elevated NA cocktails and join a community of like-minded individuals who are part of the growing NA movement.

A Culinary Celebration

The evening was a feast for the senses. The four exceptional NA cocktails were expertly refined by Chef Brian Sharpe, who used his culinary skills and deep understanding to make sure they paired seamlessly with his existing culinary creations. Sharpe also prepared an expansive and delectable food spread, which was as visually pleasing as it was flavorful.

Conversation and Connection

Attendees heard short presentations from us, along with Chef Brian Sharpe, followed by a generous raffle featuring products from Ritual Zero Proof, Abstinence Spirits, Tenneyson Black Ginger, and Fresh Steeps Tea—all key ingredients in CōV’s elevated NA cocktails. Guests continued to mingle, engaging in meaningful conversations often focused on personal experiences with alcohol and the growing demand for inclusive social spaces in the Twin Cities.

Beyond the Menu

This event wasn't just a social affair—it marked a significant shift in cultural norms. Zero Proof Collective and CōV Edina have done more than just diversify a menu; they've advanced the conversation on what modern social experiences can entail. This partnership serves as a template for how on-premise establishments can increase inclusivity and NA options without sacrificing quality or profitability. The outlook is promising for those in search of a more inclusive atmosphere in bars and restaurants.