Deal Signals Consolidation in Fast-Growing Category The Zero Proof announced the acquisition of The New Bar, a Los Angeles-based non-alcoholic hospitality and events platform, marking one of the first major acquisitions by a dedicated non-alcoholic beverage company. The combined entity now spans e-commerce, retail distribution, owned brands, and on-premise hospitality experiences. The move comes as the adult non-alcoholic category accelerates. U.S. sales of non-alcoholic beverages reached $925 million in the 52 weeks through mid-2025, up 22 percent year-over-year, according to NIQ. IWSR projects the total U.S. no-alcohol market to grow at 18 percent volume compound annual rate through 2028, reaching close to $5 billion.

The Zero Proof's Footprint Founded in 2019 by Sean Goldsmith and Trevor Wolfe, The Zero Proof operates more than 400 products across wine, beer, spirits, and ready-to-drink categories. The company has doubled revenue for four consecutive years, crossed eight figures in annual sales, and built a portfolio of owned and imported brands including Lapo's Non-Alcoholic Italian Aperitifs and Saint Viviana Non-Alcoholic Wine. Lapo's is one of the top-selling non-alcoholic brands at Whole Foods Market nationally.

The New Bar's Cultural Foothold The New Bar, founded in 2022 by Brianda Gonzalez, grew from a 450-square-foot bottle shop in Venice, California into a platform for non-alcoholic discovery and hospitality. The company secured a multi-year partnership with the Coachella Valley Music and Arts Festival, establishing the first non-alcoholic dedicated presence at the event. It also developed programs with venues including The Butcher's Daughter, Bacari, Zinqué, and operators across AEG, Levy, Legends, and JH Sports.

Leadership Integration As part of the acquisition, Brianda Gonzalez becomes Vice President of Strategy and Partnerships at The Zero Proof, and Natalie Silbar joins as Director of On-Premise, California.

Why It Matters

For operators, this consolidation signals that non-alcoholic beverage platforms are reaching scale and sophistication comparable to traditional spirits and wine distributors. Retail and hospitality buyers should expect expanded product availability, improved on-premise marketing support, and more coordinated brand programming at events and venues as The Zero Proof integrates The New Bar's cultural relationships with its national distribution infrastructure.

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Written by FBM Publications Editors