Cheers to Dry January and Beyond
Read Full Article Here (Pages 46-49)
Zero Proof Collective Celebrates “NA” Cheers to Dry January and Beyond
Written by Cate Faulkner
Edina's Culinary Journey: CōV Edina Opens it’s Inviting Doors
Having lived in Edina for over 30 years, I've had the chance to experience the local dining scene extensively. So when CōV Edina opened its doors in the upscale Galleria shopping center, I was naturally drawn to it. The restaurant's Cape Cod-inspired atmosphere, complete with natural woods and tasteful decor, consistently offers a warm and inviting experience. And the food is both visually appealing and skillfully crafted, presenting a delicious selection of entrées to choose from. However, despite its many virtues, CōV Edina had a gap I couldn't ignore: the absence of refined, non-alcoholic options.
When Opportunity Knocks: Opening the Door to a Collaborative Mission
Then came the opportunity to collaborate with them through Zero Proof Collective, our passion project that we co-founded in May 2022. We had met Brittany, a server at CōV at a networking event, and then she brought the executive chef Brian to one of our ZPC Connect meetings. The collaboration took off from there. This endeavor wasn't just a dalliance but a mission to shift public perception. We aimed to break the cycle of alcohol-centric social gatherings, making room for mindful consumption.
A Collaborative Win-Win: Transforming Dining and Celebrating Change
In the early stages of our collaboration with CōV Edina, a significant turning point occurred when Edina Magazine reached out to us. Editor Amy Overgaard showed genuine interest in the work of Zero Proof Collective. As we engaged in a thoughtful conversation during the interview, we couldn't help but share our developing partnership with CōV Edina. Amy's enthusiasm and recognition of the positive change we were fostering led to an exciting decision: to feature CōV Edina in their article and conduct a captivating photo shoot within the restaurant's welcoming ambiance. This collaborative effort would not only shine a spotlight on the restaurant's innovative new NA offerings but also celebrate our mission to transform the dining experience by providing inclusive options in traditionally alcohol-focused settings. It was a win-win.
Capturing Flavor and Essence: Behind the Scenes of Our Photo Shoot
The day of the photo shoot was a lot of fun. Servers and staff buzzed with excitement, aware that nonalcoholic beverages would soon join the menu—something customers often request. I arrived armed with a plethora of NA products and fresh ingredients, all aimed at crafting visually stunning cocktails. Alongside CōV Edina's amazing photographer, Chris Emeott, we also brought our talented photographer, Bre McGee, for the occasion. It was a whirlwind of lights, camera, action! A big shoutout to CōV Edina for accommodating our four-hour session, which unquestionably occupied a significant amount of space. The results speak for themselves: stunning photos that now appear throughout our website.
From Garnishes to Standards: The Impact of a Visual Experience
One heartening tale came from a server the day after our shoot. In a meeting, the bar manager set a new standard: no cocktails would leave the CōV Edina bar unless they matched the caliber of the ones we had photographed. This underscores the power of a stunning garnish. It was gratifying to know our session had an immediate ripple effect.
Breaking Barriers: The Long Path to Elevated NA Cocktails
Collaborating with CōV Edina wasn't merely about augmenting their menu but changing the very framework of hospitality. We faced numerous hurdles in integrating elevated nonalcoholic cocktails into their permanent offerings, from the valuable menu real estate to the valuable space behind the bar and concerns for these offerings to be sustainable for a long period of time. And just securing all of the nonalcoholic spirits and dealcoholized wine was a significant financial investment at the time. The leaders and management at the restaurant had never tasted any of these products before. Yet, after two months of diligent effort, we finally prevailed, proving not just the viability but the necessity of such options. I must mention that the support of Executive Chef Brian Sharpe was integral to our success, as he places great value on NA options. Now, when you visit CōV Edina, their menu includes several elevated and delicious nonalcoholic cocktails to which he added his culinary expertise and flair.
A Culinary Visionary's Touch: Executive Chef Brian Sharpe's Influence
Please note that the recipes in the Edina Mag article for the two cocktails, Berry, Berry CōV and Bright and Windy, are not the official recipes that CōV Edina has placed on their menu. Those versions are simplified to encourage public engagement in crafting them at home. Meanwhile, both NA cocktails with those names that are being served at CōV Edina are chef-elevated to complement their fine dining experience.
Navigating an Era of Change: The Urgency of the NA Movement
We appreciate how Edina Magazine highlighted our journey and the societal shift we aim to foster. It emphasizes that our work isn't a fleeting trend but a meaningful transition towards inclusivity. The heightened alcohol consumption during the COVID-19 era underlines the urgency of our cause.
CōV Edina and Beyond: Transforming One NA Cocktail at a Time
So, as a long-time Edina resident and as someone deeply committed to the NA Movement, I'm thrilled to see the ripple effect of our collaboration with CōV Edina. It's not just a personal win but a community-wide call to action. We're not merely adding to the menu; we're transforming the social fabric, one NA cocktail at a time.
CōV Edina serves exceptional American cuisine in a warm and inviting Nantucket atmosphere.
