The Zero Proof: A Guide to the Non-Alcoholic Beverage Shop
June 15, 2026
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If you’ve ever found yourself scanning a drink menu and settling for soda water while everyone around you enjoys a craft cocktail, you’re not alone. The rise of mindful drinking, sober curiosity, and wellness-focused lifestyles has created a growing demand for sophisticated alcohol-free options. Enter The Zero Proof —a game-changing online marketplace dedicated entirely to premium non-alcoholic beverages.
Whether you’re participating in Dry January, cutting back on alcohol, or simply curious about what the zero-proof space has to offer, this guide will walk you through everything you need to know about The Zero Proof. From what they offer and how they started to why they’re becoming a go-to resource for the sober-curious community, you’ll learn why this platform is redefining what it means to drink without the alcohol.
What Is The Zero Proof?
The Zero Proof is a leading non-alcoholic beverage online retailer and distributor that curates and sells alcohol-free wines, beers, spirits, cocktails, and functional drinks. Founded in September 2019 by best friends Sean Goldsmith and Trevor Wolfe, the platform was born from their personal journeys of giving up alcohol and discovering the lack of engaging resources for people exploring sobriety.
What started as a resource featuring product reviews, city guides, and cocktail recipes has evolved into one of the most comprehensive online marketplaces for zero-proof beverages. Today, The Zero Proof offers more than 400 products from over 30 curated brands, making it a one-stop shop for anyone seeking adult non-alcoholic drinks that don’t compromise on flavor or experience.
Why the Demand for Non-Alcoholic Drinks Is Growing
The non-alcoholic beverage market is experiencing explosive growth. According to NIQ, sales in the category approached $1 billion in 2024, marking a 27.2% increase from the previous year. Millennials and Gen Z are drinking less alcohol than any previous generation, driven by wellness priorities, mental health awareness, and a desire for more intentional living.
The Zero Proof’s co-founder Sean Goldsmith notes that while Dry January introduces many people to alcohol-free options, what’s really happening is a lasting behavior change. Moderation and mindful drinking are becoming part of everyday life, and consumers are demanding better alternatives to sugary sodas or plain water.
What You’ll Find at The Zero Proof
The Zero Proof isn’t just another online store—it’s a curated experience designed to help you discover exceptional alcohol-free beverages. Here’s a breakdown of what you can expect:
Non-Alcoholic Wine
From sparkling Chardonnay to bold Cabernet Sauvignon, The Zero Proof offers a wide assortment of red, white, and sparkling wines. Their collection includes award-winning brands like Saint Viviana and Oddbird, ensuring you can find the perfect pairing for any dinner, celebration, or casual evening.
Zero-Proof Spirits & Cocktails
Whether you’re craving a Negroni, an Espresso Martini, or a classic G&T, The Zero Proof has you covered. Their ready-to-drink canned cocktails and zero-proof spirits make it easy to recreate your favorite mixed drinks—without the alcohol. Popular options include Lapo’s Non-Alcoholic Negroni and Lapo’s Espresso Martini, both of which have garnered industry recognition.
Non-Alcoholic Beer
For beer lovers, The Zero Proof stocks a variety of craft non-alcoholic options, from classic pilsners to funky sours. You can enjoy the vibe of a craft beer without the unwanted buzz.
Functional Beverages
Beyond traditional drink categories, The Zero Proof also features functional beverages infused with adaptogens, nootropics, and botanicals. These drinks are organized by benefit—whether you’re looking to socialize, relax, or sleep better, there’s an option designed to support your goals.
The Zero Proof’s Own Brands
In addition to curating products from around the world, The Zero Proof distributes its own proprietary brands:
- Saint Viviana – Premium non-alcoholic wines, including Sparkling Chardonnay and Cabernet Sauvignon.
- Lapo’s – A collection of ready-to-drink non-alcoholic cocktails inspired by Italian flavors, including the award-winning Negroni and the vibrant Citrus Spritz.
These brands reflect The Zero Proof’s commitment to quality and its mission to elevate the non-alcoholic drinking experience.
The Zero Proof Membership: More Value with Every Order
For frequent shoppers, The Zero Proof offers a VIP membership that unlocks significant savings and perks. For $19 per year, members receive:
- 15% off every order
- Free shipping on orders over $35
- First access to limited product launches
- Behind-the-scenes looks at recipes and brand collaborations
- A $20 gift certificate with their first order (effectively covering the annual fee)
This membership program makes it even easier to explore the growing world of zero-proof beverages while saving money in the process.
Beyond Retail: A Trusted Resource for the Sober-Curious Community
The Zero Proof is more than an e-commerce platform—it’s a community resource for anyone exploring an alcohol-free lifestyle. The website features:
- Product reviews to help you make informed choices
- City guides highlighting NA-friendly bars, restaurants, and activities
- Cocktail recipes for creating delicious zero-proof drinks at home
Co-founder Sean Goldsmith explains the vision: “Ultimately, it would be wonderful if when people wanted to know what was happening in the zero-proof space—from new products to new spaces with great zero proof menus—they know that TZP is their best resource”.
Recent Milestones: The Zero Proof in Target Stores
In a significant step for the non-alcoholic category, The Zero Proof announced a national retail launch with Target in 2026. The partnership began with two Saint Viviana wines in January 2026, followed by four additional products in March 2026, including Oddbird wines and Lapo’s ready-to-drink cocktails.
This collaboration makes exceptional non-alcoholic products more accessible to everyday consumers and signals a broader cultural shift toward moderation and mindful drinking.
Frequently Asked Questions
What is The Zero Proof?
The Zero Proof is a leading online retailer and distributor of premium non-alcoholic beverages. They offer a curated selection of alcohol-free wines, spirits, beers, cocktails, and functional drinks from over 30 brands.
Is The Zero Proof only for people who don’t drink alcohol?
Not at all. The Zero Proof is for anyone interested in exploring non-alcoholic options—whether you’re sober, sober-curious, moderating your alcohol intake, or simply looking for delicious alternatives to soda water.
What brands does The Zero Proof carry?
The Zero Proof carries a diverse range of brands, including their own labels Saint Viviana (wine) and Lapo’s (cocktails), as well as international brands like Oddbird and many others.
Does The Zero Proof ship nationwide?
Yes, The Zero Proof ships across the United States. They also offer a VIP membership program with free shipping on orders over $35.
What is the Zero Proof membership?
The Zero Proof VIP membership costs $19 per year and includes 15% off every order, free shipping on orders over $35, early access to new products, and a $20 gift certificate with your first order.
Conclusion
The Zero Proof has established itself as a trusted destination for anyone seeking premium non-alcoholic beverages. From its humble beginnings as a resource for the sober-curious community to its current status as a leading online retailer with a national Target partnership, the platform continues to make alcohol-free drinking more exciting, accessible, and flavorful.
Whether you’re exploring Dry January, embracing a wellness-focused lifestyle, or simply curious about what the zero-proof space has to offer, The Zero Proof provides the products, resources, and community support to help you enjoy every sip—without compromise.
Ready to explore? Visit The Zero Proof today and discover a world of exceptional non-alcoholic drinks.
