The Zero Proof

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.

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

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

• Non-alcoholic beverages
• Online beverage retail
• Wine subscription service
• Functional beverages
• Dealcoholized spirits

Headquarters

HQ city

Atlanta

HQ country

United States

HQ region

North America

Offices1 record

Markets served

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

1. 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.
2. 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.
3. 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.
4. 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

Go-to-market motion3 records

Distribution channels4 records

Marketing channels6 records

Core 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

Named customers5 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Three partnerships are on record, tiered flagship and minor.

• The New BarflagshipStrategic or Co-development Partner · 24 June 2026The 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 FoundationflagshipGTM or Marketing Partner · 11 February 2026Partnership 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.
• SoulCycleminorStrategic or Co-development PartnerPartnership with SoulCycle for non-alcoholic beverage offerings at fitness events and venues.

Scale indicators8 records

Recent moves6 records

Expansion highlights6 records

Emerging 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

• Xx.com/thezeroproof
• Facebookfacebook.com/TheZeroProof
• LinkedInlinkedin.com/company/the-zero-proof

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries1 record

Funding overview

Funding rounds2 records

Investors3 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about The Zero Proof