The Zero Proof
The Zero Proof operates the largest U.S. online retailer of adult non-alcoholic beverages, offering ~400 curated SKUs alongside two proprietary brands (Lapo's cocktails and Saint Viviana wines), distributed via DTC e-commerce, Target and Whole Foods retail, and hospitality/live events.
- Company typePrivate
- Founded2019
- HeadquartersAtlanta, United States
- Headcount1–10
- GTM typeB2C
- OfferingDigital Commerce or Content
What The Zero Proof does
The Zero Proof is a U.S. adult non-alcoholic beverage platform founded in 2019 and headquartered in Atlanta, Georgia. It operates thezeroproof.com, which it describes as the largest online retailer of zero-proof drinks, offering roughly 400 curated SKUs spanning non-alcoholic wines, spirits and cocktails, beer, and functional beverages. The company's technical core is a curated e-commerce storefront built on Shopify with subscription and membership mechanics, organized around category taxonomies (by type, by function, by brand) and supported by a content library ("The Distiller" blog) that doubles as a top-of-funnel education channel. The product architecture is hybrid: proprietary brands (Lapo's zero-proof bitter cocktails and Saint Viviana premium non-alcoholic wines made in Napa) sit alongside third-party resale of international NA producers (Oddbird, ISH, Leitz, Giesen, Noughty, Lyre's, Ritual Zero Proof, Ghia, and others).
The company generates revenue through DTC e-commerce sales, a Top Shelf Membership (15% off all orders, monthly billing), Subscribe & Save recurring delivery (5% discount), curated bundles (10–15% savings), a quarterly Wine Club, and wholesale distribution of its proprietary brands. Lapo's has scaled nationwide to Target and Whole Foods Market across more than 2,000 stores, and the company claims five consecutive years of doubled yearly revenue and over 10 million drinks served cumulatively. Go-to-market spans DTC, retail wholesale, hospitality, and live events.
In June 2026, The Zero Proof acquired The New Bar, a West Coast non-alcoholic hospitality and cultural-discovery platform with Coachella partnership, integrating on-premise experiences into the platform. The company is venture-backed, having closed a $2M seed round led by Overline in December 2022 and a Series A led by Asahi Group Beverages & Innovation in early 2024, with founders Sean Goldsmith and Trevor Wolfe retaining operational leadership. Operations run from a 500,000-square-foot warehouse with approximately 20 employees.
The Zero Proof firmographics
Firmographics- Name
- The Zero Proof
- Legal name
- The Zero Proof
- Website
- https://thezeroproof.com
- Company type
- Private
- Founded year
- 2019
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- The Zero Proof operates the largest U.S. online retailer of adult non-alcoholic beverages, offering ~400 curated SKUs alongside two proprietary brands (Lapo's cocktails and Saint Viviana wines), distributed via DTC e-commerce, Target and Whole Foods retail, and hospitality/live events.
- Ownership category
- akta.pro rank
The Zero Proof industry classification
Industry- Product category
- Non-alcoholic beverage retail
- NAICS
- Beer, Wine, and Liquor Retailers (445320), Wine and Distilled Alcoholic Beverage Merchant Wholesalers (42482), Beverage Manufacturing (3121)
- SIC
- Wholesale-Beer, Wine & Distilled Alcoholic Beverages (5180)
- akta.pro primary industry
- Online Alcohol Retail & Ship-to-Consumer (CRANAAAG)
- akta.pro secondary industries
- Online Alcohol & Adult Beverage Delivery (CRAHAIAH), Alcohol Subscription & Wine Clubs (Retail) (CRANABAF), Non-Alcoholic Craft Beverage Bars (Mocktail/Zero-Proof Bars) (THAFAKAF)
Keywords
Where The Zero Proof is headquartered
LocationHeadquarters
- HQ city
- Atlanta
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
The Zero Proof business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Infrastructure, Technology or R&D
Revenue model
- E-commerce Product Sales: Direct-to-consumer online sales of non-alcoholic beverages through thezeroproof.com website, offering approximately 400 products including wines, spirits, cocktails, beer, and functional drinks from multiple brands.
- Subscription/Membership (Top Shelf): Top Shelf Members program offering 15% off all orders, providing recurring subscription revenue through membership fees and increased purchase frequency from subscribers.
- Wholesale Distribution: Wholesale distribution of proprietary brands (Lapo's, Saint Viviana) and third-party brands to retail stores (Target, Whole Foods Market) and hospitality venues.
- Bundles and Curated Collections: Sale of curated bundle products (wine bundles, cocktail bundles, starter packs) at discounted prices, encouraging larger order values and discovery of new products.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Top Shelf Membership - 15% off all orders |
| Subscription | Monthly | Subscribe & Save - 5% off with recurring delivery |
| Unit Pricing | Pay-as-you-go | Bundle discounts - 10-15% savings |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels6 records
The Zero Proof product offering
Product offeringCore offering
The Zero Proof is the largest online retailer of adult non-alcoholic beverages, operating a curated direct-to-consumer e-commerce platform that sells approximately 400 products including non-alcoholic wines, spirits, cocktails, beer, and functional drinks from third-party brands. The company also develops and distributes two proprietary brands—Lapo's zero-proof bitter cocktails and Saint Viviana non-alcoholic wines made in Napa—and has expanded into wholesale retail distribution and hospitality/on-premise experiences.
Product overview
The Zero Proof operates as an online marketplace and platform for premium non-alcoholic beverages, offering a curated selection of approximately 400 products from various brands. The platform architecture consists of proprietary brands (Lapo's zero-proof bitter cocktails and Saint Viviana premium non-alcoholic wines made in Napa) alongside third-party brand retail, organized into core categories: non-alcoholic wines, spirits & cocktails, beer, and functional beverages. Additional offerings include a quarterly Wine Club subscription, Top Shelf Membership program, and curated bundles. The company recently expanded through acquisition of The New Bar to create an integrated platform spanning brand development, retail distribution, direct-to-consumer commerce, and on-premise experiences.
Differentiator
Problem solved
Functional benefit
Brands
- Lapo's: Premium non-alcoholic bitter cocktails brand inspired by Florence's bar culture. Launched nationwide at Target and Whole Foods Market with 350% annual growth.
- Saint Viviana
Products and services
- Lapo's
Quantifiable outcome
- Served over 10 million drinks
- +2 more outcomes
Companies that use The Zero Proof
Customer profileNamed customers5 records
Segments4 records
Ideal customer profiles3 records
The Zero Proof technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
The Zero Proof partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered flagship and minor.
- The New BarflagshipThe Zero Proof acquired The New Bar, a West Coast non-alcoholic hospitality and cultural discovery platform founded in 2022. The acquisition creates an integrated platform spanning brand development, retail distribution, direct-to-consumer commerce, and on-premise experiences. The New Bar's founder Brianda Gonzalez joined as VP of Strategy and Partnerships.
- James Beard FoundationflagshipPartnership with the James Beard Foundation's 2025-2026 Taste America tour, a national dining series spanning 20 U.S. cities. The Zero Proof showcases non-alcoholic beverage offerings from brands including Oddbird and Lapo's at various tour events.
- SoulCycleminorPartnership with SoulCycle for non-alcoholic beverage offerings at fitness events and venues.
Scale indicators8 records
Recent moves6 records
Expansion highlights6 records
The Zero Proof competitors and assessment
Company assessmentEmerging players
- De Soi: De Soi is a premium non-alcoholic functional aperitif brand positioned at the intersection of NA cocktails and wellness, comparable to Lapo's aperitif line in the same category.
- Athletic Brewing Company: Athletic Brewing is the leading non-alcoholic craft beer brand in the U.S., distributed nationally. While it focuses on beer (one of TZP's categories), it represents the vertically-integrated NA brand model that competes for shelf space and consumer mindshare.
- Töst Beverages: Töst is a premium non-alcoholic sparkling beverage brand sold through DTC and select retail, comparable to The Zero Proof's curated assortment of premium NA sparkling options.
- Lyre's Spirit Co. Lyre's is a globally-distributed non-alcoholic spirits brand carried on The Zero Proof's marketplace. Comparable as one of the leading independent NA spirit brands competing for the same consumer occasions.
- Ghia: Ghia is a non-alcoholic aperitif brand sold on The Zero Proof's marketplace. Comparable as a culturally-positioned NA aperitif brand targeting the same sober-curious premium consumer.
- Kin Euphorics: Kin Euphorics is a functional non-alcoholic beverage brand focused on social drinking occasions, comparable to TZP's functional and 'socialize' category positioning.
- Surely (NA Wine): Surely is a non-alcoholic wine brand with direct-to-consumer distribution, comparable to The Zero Proof's Saint Viviana proprietary brand in the premium NA wine segment.
Direct peers
- Better Rhodes: Better Rhodes is an online retailer specializing in non-alcoholic cocktails and aperitifs, operating a curated DTC marketplace model that directly competes with The Zero Proof's spirits and cocktails category.
- Boisson: Boisson is a direct competitor operating a dedicated online non-alcoholic beverage marketplace with a curated assortment of NA wines, spirits, beer, and ready-to-drink cocktails. Closest structural comp to The Zero Proof's DTC marketplace model.
- Dry Atlas: Dry Atlas operates an online marketplace and discovery platform for non-alcoholic beverages, directly competing with The Zero Proof on curated NA assortment and consumer education.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
The Zero Proof social profiles
Digital presenceThe Zero Proof financial estimates
Financial estimateRevenue estimate
Valuation estimate
The Zero Proof leadership team
Management profileNumber of profiles
Profiles3 records
The Zero Proof subsidiaries and ownership
Company hierarchySubsidiaries1 record
The Zero Proof funding detail
Funding detailFunding overview
Funding rounds2 records
Investors3 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
The Zero Proof M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about The Zero Proof
What does The Zero Proof do?
The Zero Proof is the largest online retailer of adult non-alcoholic beverages, operating a curated direct-to-consumer e-commerce platform that sells approximately 400 products including non-alcoholic wines, spirits, cocktails, beer, and functional drinks from third-party brands. The company also develops and distributes two proprietary brands—Lapo's zero-proof bitter cocktails and Saint Viviana non-alcoholic wines made in Napa—and has expanded into wholesale retail distribution and hospitality/on-premise experiences.
Is The Zero Proof a public or private company?
The Zero Proof is a private company. It is classified as venture growth investor backed and is currently operating.
When was The Zero Proof founded?
The Zero Proof was founded in 2019. It employs 1 to 10 people.
Where is The Zero Proof based?
The Zero Proof is headquartered in Atlanta, United States, in the North America region.
How does The Zero Proof make money?
Four revenue lines are on record. E-commerce Product Sales are the primary driver. The others are subscription/Membership (Top Shelf), wholesale Distribution and bundles and Curated Collections.
Who are The Zero Proof's main competitors?
Emerging players on record are De Soi, Athletic Brewing Company, Töst Beverages, Lyre's Spirit Co., Ghia, Kin Euphorics and Surely (NA Wine). Direct peers are Better Rhodes, Boisson and Dry Atlas.
Does The Zero Proof have an API?
No public API is recorded for The Zero Proof.
What industry is The Zero Proof in?
The Zero Proof's product category is Non-alcoholic beverage retail. Its primary akta.pro industry code is CRANAAAG, Online Alcohol Retail & Ship-to-Consumer, with a secondary code of CRAHAIAH, Online Alcohol & Adult Beverage Delivery. Its NAICS code is 445320 and its SIC code is 5180.