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- 🦓 Only 29% of Americans planned to do what?! 🎆
🦓 Only 29% of Americans planned to do what?! 🎆
plus Bill Burr believes addiction is on a spectrum.


Welcome to Zero Proof, the weekly manifest making it easy to feel good about not drinking.
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-Billy & Connor
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No Booze News📈: Drinking on the 4th of July isn't as popular as you might think
They’re one of us🤝: Bill Burr on how addiction is on a spectrum
Wait, but why?🤔: Why is the 4th of July renowned as a "drinking holiday"?
Proofer Products 🛒: Summertime Spritz anyone?
Event Spotlight🍹: Raising the bar - A zero-proof cocktail experience like never before

No Booze News 📈:
Drinking on the 4th of July isn't as popular as you might think

A survey found that 8% fewer Americans planned to drink alcohol while celebrating the 4th of July this year compared to last year. In fact, only 29% of American’s over 21 planned to drink at all on the 4th.
As in 71%, the vast majority, of Americans have no intention of celebrating the 4th of July with drinks.
Let that sink in.
Why it matters: We all love a compelling data point. This one shows that more and more Americans are choosing other ways to celebrate than the old-fashioned booze fest. Another big win for the Zero Proof community.
The bottom line: You definitely don’t need to be chugging beers or slinging drink to get your America on and celebrate the 4th.


They’re one of us 🤝:
Bill Burr on how he believes addiction is on a spectrum

Bill Burr believes that addiction is on a spectrum and not a “you either have it or you don’t” situation.
Why it matters: In the video below, Bill confidently explains that he is a creature of habit, viewing alcohol cravings no differently than his urges for sugar and salt. He illustrates this by sharing how a single visit to McDonald's triggers a desire for a double cheeseburger every time he spots the golden arches in the following days.
The takeaway: If you are a creature of habit, like Bill, it's perfectly acceptable to take a step back and reassess your situation. It doesn't have to be an all-or-nothing decision about what you are trying to address in your life.

Wait, but why? 🤔:
Why is the 4th of July renowned as a "drinking holiday"?

July 4th holds a special place as a midsummer celebration of American pride and unity, often marked by gatherings with family and friends.
It's also known as a prominent "drinking holiday," where alcohol plays a central role in festivities. This tradition stems from historical practices where early Americans used alcohol in social and political gatherings, reinforcing its cultural significance.
Today, robust marketing campaigns and social norms continue to perpetuate the association between Independence Day and alcohol consumption.
Key Points:
Historical Significance: Alcohol was deeply integrated into colonial and revolutionary social life.
Modern Influence: Media portrayals and commercial promotions sustain alcohol's role in July 4th celebrations.
Social Expectations: Gathering with loved ones often includes alcohol, reflecting communal traditions.
Statistics:
Economic Impact: Americans spent $4 billion on alcohol for July 4th celebrations in 2022.
Consumption Trends: Beer sales surge, with a significant portion (68%) of alcohol consumers purchasing beer for the holiday.
Safety Concerns: Alcohol-related incidents peak on July 4th, underscoring the need for responsible consumption.
Understanding these dynamics helps contextualize why many Americans embrace alcohol as part of their Independence Day celebrations, highlighting its cultural and social roots.
Our challenge to you: Swap the alcoholic beer with a booze free beer next year!

Proofer Products 🛒:
Summertime Spritz anyone?
Ritual Zero Proof has a stellar Aperitif Alternative and everyone is talking about it. If you’re a summertime spritz lover, then this should be your go to.

In their words… not ours... “Embrace the bright, herbaceous taste of Ritual Zero Proof Aperitif Alternative. Our award-winning aperitif substitute combines the assertive bitterness of Italian aperitivo and the complex sweetness of French vermouth — with none of the alcohol or calories.
This premium spirit alternative embodies the essence of summer with its aromatic, bold flavors that mix beautifully in a Negroni or Spritz. One sip and you’re on the Mediterranean coast!”

Event Spotlight 🍹:
Raising the Bar: A zero-proof cocktail experience like never before

Raising the Bar was founded by Abbie and Devin Romanul. Their mission is to inspire others to explore the world of zero-proof mixology through a curated selection of sophisticated ingredients, recipes, and tools.
What to do: Check out Raising the Bar and subscribe or order a kit to experience the art of crafting exceptional mocktails.
Our suggestion: Plan a night with friends or family, order some boxes from raising the bar, and get mixing!

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