The Zero Proof Acquires The New Bar, Building One of the Most Comprehensive Brands and Distribution Platforms in the Adult Non-Alcoholic Beverage Space

Atlanta, June 24, 2026 — The Zero Proof, a leading adult non-alcoholic beverage platform, today announced the acquisition of The New Bar, one of the most recognized non-alcoholic hospitality and cultural discovery platforms on the West Coast of the United States. This merger combines The Zero Proof's national e-commerce scale, owned brand portfolio, and retail distribution network with The New Bar's deep relationships in hospitality, live events, and culture, creating a non-alcoholic beverage company with significant influence in every scenario where consumers show up—online, in grocery stores, at the dinner table, and at live performances.

Market Context: The High-Growth Adult Non-Alcoholic Category

Adult non-alcoholic beverages are one of the fastest-growing segments in the beverage industry. According to IWSR forecasts, by 2028, the total U.S. non-alcoholic market volume is expected to grow at a compound annual growth rate of 18%, reaching nearly $5 billion. This momentum is already visible at retail: according to NIQ data, in the 52 weeks ending mid-2025, U.S. adult non-alcoholic beverage sales reached $925 million, up 22% year-over-year. Against this backdrop, this merger will create a comprehensive platform encompassing brand development, retail distribution, direct-to-consumer (DTC) e-commerce, and in-store experiences, positioning The Zero Proof to help shape the category's next phase of growth.

From Shelf to Stage: The Growth Trajectories of Both Companies

Founded in 2019 in Atlanta by Sean Goldsmith and Trevor Wolfe, The Zero Proof has grown into one of the largest premium non-alcoholic beverage platforms in the United States, offering more than 400 products across wine, beer, spirits, and ready-to-drink (RTD) categories. The company has doubled its revenue for four consecutive years, surpassing eight-figure annual sales, and has built a growing portfolio of owned and imported brands, including Lapo's—which has become one of the best-selling non-alcoholic brands at Whole Foods Market nationwide.

The New Bar was founded by Brianda Gonzalez in 2022 with a simple yet clear mission: to bring the world's best non-alcoholic beverages to every place where people gather. What began as a 450-square-foot bottle shop in Venice Beach, California, has rapidly grown into one of the most influential non-alcoholic beverage discovery platforms in the United States, helping shape how consumers discover and engage with non-alcoholic beverages in hospitality, entertainment, and culture.

The New Bar became the first non-alcoholic partner of the Coachella Valley Music and Arts Festival, establishing a multi-year partnership that redefined how non-alcoholic beverages are presented at large-scale cultural events. Additionally, the company has developed hospitality programs with leading venues and operators such as The Butcher's Daughter, Bacari, Zinqué, AEG, Levy, Legends, and JH Sports.

Following the merger, the two companies will together build one of the most comprehensive platforms in the non-alcoholic beverage space, capable of influencing how consumers discover, access, and experience the category at every touchpoint.

Team Integration: Core Leadership Joins

As part of the acquisition, The New Bar's leadership team will join The Zero Proof. Brianda Gonzalez will serve as Vice President of Strategy and Partnerships, and Natalie Silbar will take on the role of Director of In-Store Operations for California. They will bring The New Bar's industry relationships, programming expertise, and cultural acumen to the combined company's national platform.

Executive Perspectives

"For years, we have focused on solving the discovery and access problem, building e-commerce and distribution systems that connect non-alcoholic brands with consumers nationwide. The next frontier is 'presence'—showing up at the cultural moments where people actually gather, from the dinner table to live events. The New Bar has built exactly those relationships. Bringing them in allows us to meet consumers wherever they are."
— Sean Goldsmith, Co-Founder and CEO of The Zero Proof

"Our vision was never just about selling beverages. We wanted to make the world's best non-alcoholic brands a natural part of people's celebrations, connections, and gatherings. From the start, we set out to prove that choosing not to drink can be just as exciting, sophisticated, and culturally relevant. As the category has evolved, it has become increasingly clear that the opportunity ahead is bigger than any single company. Sean, Trevor, and the team at The Zero Proof have built a platform with the scale, infrastructure, and ambition to push this category further. Together, we will reach more consumers, support more brands, and continue to change how people think about non-alcoholic beverages. Building The New Bar has been one of the greatest honors of my life. I am deeply grateful to everyone who has championed this movement alongside us. Joining The Zero Proof is an exciting new chapter, and I look forward to continuing this mission together."
— Brianda Gonzalez, Founder and CEO of The New Bar

About The Zero Proof

The Zero Proof is a leading platform focused on premium non-alcoholic beverages. Founded in 2019 and headquartered in Atlanta, Georgia, the company offers more than 400 products across wine, beer, spirits, and ready-to-drink categories, and operates a growing portfolio of owned brands, including Lapo's non-alcoholic Italian aperitivo and Saint Viviana non-alcoholic wine. The Zero Proof serves consumers directly through thezeroproof.com and supplies hospitality operators and retailers nationwide through its wholesale division.