The First Meeting at Modernwell
Zero Proof Insights |Launching Zero Proof Collective
Written by Jen Gilhoi
Zero Proof Collective started as a gathering hosted by four visionary women—Jen Gilhoi, Cate Faulkner, Debi McConnell, and Norma Wolk—who aspired to co-create more nonalcoholic 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 soon-to-open nonalcoholic bottle shop by Erin Flavin.
Building a Network
Having had several celebratory and alcohol-free experiences since January 2022, it became evident that we had amassed enough connections to bring people together for idea sharing around the zero-proof movement in MSP. Drawing from past models of intentional gatherings, I’ve particularly loved mixing people from various experiences, interests, and industries. It organically works because people can unite around a central anchoring idea: more nonalcoholic options and experiences. This approach ensures the event spirit is less about competition and more about collaboration.
ZPC Orignators
The room was buzzing, but not from anything alcohol induced. To the contrary, our gathering was zero proof in beverages and 100% alive with conversation around creating alcohol-free spaces. It was the launch of Zero Proof Collective (ZPC). Our first gathering on May 12th at ModernWell included a diverse group of beverage makers, hospitality leaders, event curators, pop-up venue creators, writers, innovators, investors, and business leaders. Each participant had the opportunity to share how they connect to the nonalcoholic beverage industry and related initiatives, their experiences and learnings, and their ideas and energy around future growth.
Conversations and Topics Covered
We touched on a full menu of topics including trends in the NA beverage market, both nationally and globally; the language around these beverages and experiences; conversations with leaders from SansBar and Awake Denver; events infused with more conscious experiences unaltered by substances; dinner parties with NA pairings; decentralizing alcohol in the workplace through culture and events; and the work of NA beverage makers.
Stats about Nonalcoholic Beverages
U.S. Sales of nonalcoholic beverages rose 33.2% in the past year, with $331 million in total sales. Nonalcoholic beer and cider sales grew by 31.7%, but more notably sales of nonalcoholic spirits grew 113.4% during the same period. (Nielsen IQ—Dec. 2021)
It is estimated that the global nonalcoholic 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 without alcohol in them. (CNBC Travel—Dec. 2021)
A Perfect Moment for Change
The time is now for these collaborations and conversations. There's a surge of new ideas and innovations in the space, coupled with enough testing and modeling within specific communities, to make joining forces a viable and exciting prospect. And what better place to launch this than MSP/Minnesota? We boast an incredible recovery community, rank among the highest in the nation for health and wellness, and are home to Fortune 500 companies. Our vibrant dining and entertainment scene further fuels the potential for widespread social change.
* since this meeting, Cate Faulkner and Jen Gilhoi went on to officially found Zero Proof Collective LLC
