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- 🦓 Deal Alert! Top Non-Alcoholic brand gets snapped up 🤑
🦓 Deal Alert! Top Non-Alcoholic brand gets snapped up 🤑
plus Bedros Keuilian on transformative decision making


Welcome to Zero Proof, the weekly manifest making it easy to feel good about not drinking.
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No Booze News 📈: Spirits giant takes over top non-alcoholic brand in game-changing deal
They’re one of us 🤝: The eye-opening reason this entrepreneur quit drinking for good
Wait, but why? 🤔: Why is it difficult to recognize how drinking conflicts with our greater life purpose?
Proofer Products 🛒: Ritual Zero Proof Gin Alternative: Spirited Away, Minus the Spirits
Event Spotlight 🚚: Twilight Bites: Austin's Food Truck Paradise

No Booze News 📈:
Spirits giant takes over top non-alcoholic brand in game-changing deal

Diageo has acquired Ritual Zero Proof, the leading non-alcoholic spirit brand in the U.S. This deal strengthens Diageo’s presence in the rapidly growing non-alc category.
The numbers: The U.S. non-alcoholic category has grown by 31% CAGR over the past five years, with non-alc spirits leading the way. Ninety-four percent of non-alc buyers still purchase traditional alcohol, proving the category's importance for market expansion.
Why it matters: This acquisition, yet again, signals a major shift in the beverage industry. With Diageo backing Ritual Zero Proof, non-alcoholic options will likely become more mainstream, offering better choices for those seeking sophisticated, alcohol-free alternatives.
The bottom line: Diageo is betting big on non-alc spirits as the future of adult beverages.

They’re one of us 🤝:
The eye-opening reason this entrepreneur quit drinking for good

Bedros Keuilian, a renowned entrepreneur and podcast host, made a transformative decision to stop drinking alcohol. His journey underscores a powerful commitment to personal growth and integrity, shaping not only his life but also the lives of those who follow his insights.
Why it matters: Keuilian's choice to eliminate alcohol is a reminder that even small changes can have a profound impact on our purpose and mental well-being. By aligning his actions with his beliefs, he demonstrates how self-discipline can enhance clarity and focus, essential for anyone striving for personal mastery—especially for those seeking alternatives to drinking.
The takeaway: Choosing sobriety isn’t just about abstaining from alcohol; it’s about embracing a lifestyle that prioritizes authenticity and mental clarity. Keuilian’s experience illustrates that the path to self-mastery starts with making choices that resonate with one’s values.
👇 Check out more on his journey and decision👇

Wait, but why? 🤔:
Why is it difficult to recognize how drinking conflicts with our greater life purpose?

Alcohol frequently conflicts with our deeper purpose. Understanding this can be eye-opening.
Here’s why:
Cognitive Dissonance: You may believe in the benefits of sobriety but still cling to drinking as a form of social acceptance. This internal tug-of-war creates a cycle of confusion, making it hard to act in alignment with your true values.
Cultural Conditioning: Society glorifies drinking, associating it with celebration and relaxation. This conditioning can cloud your judgment, leading you to prioritize short-term pleasure over long-term fulfillment.
Fear of Missing Out (FOMO): The fear that you’ll miss out on social interactions can be overwhelming. It’s easy to convince yourself that alcohol is a necessary ingredient for fun and connection, which can keep you trapped in the cycle.
Why it matters to you: Recognizing the disconnect between your drinking habits and your purpose isn’t just about quitting alcohol; it’s about reclaiming your life. When you understand how drinking can detract from your core values and aspirations, you empower yourself to make conscious choices that foster genuine joy and connection, leading to a more meaningful existence.
The takeaway: Reflect on how drinking impacts your purpose and well-being. It’s about making choices that feel right for you, not just following societal norms. By prioritizing what aligns with your values, you open the door to a more fulfilling life—one where you feel in control and authentic. Trust your instincts and embrace the journey of self-discovery.

Proofer Products 🛒:
Ritual Zero Proof Gin Alternative: Spirited Away, Minus the Spirits

Ready to shake up your mocktail game? Enter Ritual Zero Proof's Gin Alternative – all the botanical bliss, none of the booze.
Why You'll Love It:
Crafted to mimic the complex flavors of gin
Perfect for classic gin cocktails without the alcohol
Made with all-natural botanicals
Zero calories, zero alcohol, 100% flavor
Tasting Notes: Crisp juniper leads, followed by notes of pine, citrus, and cucumber. A peppery finish adds complexity, making it a dead ringer for the real deal.
Perfect For:
Alcohol-free G&Ts
Mocktail Negronis
Refreshing summer spritzes
Whether you're cutting back, abstaining altogether, or just curious about the zero-proof movement, Ritual's Gin Alternative lets you enjoy the ritual of a sophisticated drink without the alcohol.
Pro Tip: Pair with your favorite tonic and a slice of cucumber for a refreshing, guilt-free summer sipper. Cheers to staying cool and clear-headed! 🥒🍹

Event Spotlight 🚚:
Twilight Bites: Austin's Food Truck Paradise

Forget the typical happy hour scene! Dive into Austin's vibrant food truck culture for a tasty, alcohol-free adventure.
What: A city-wide celebration of mobile cuisine, featuring over 1,000 food trucks and trailers.
When: Any day, any time – Austin's food truck scene is always cooking!
Where: All over Austin, from downtown hotspots to hidden neighborhood gems.
Why it's awesome:
Incredible variety: Tacos, BBQ, vegan fare, gourmet desserts, and more
Budget-friendly options for every palate
Many trucks are open late, perfect for post-work munchies
Outdoor seating encourages socializing and enjoying Austin's weather
Opportunity to support local entrepreneurs and discover new flavors
Pro tip: Check out food truck parks like "The Picnic" on Barton Springs Road or "South Austin Trailer Park & Eatery" for multiple options in one spot!
Not in Austin? No worries! Here are some alternatives:
New York City: Explore the Queens Night Market, a Saturday night celebration of global cuisine and culture.
Los Angeles: Visit Smorgasburg LA on Sundays for a sprawling feast of local food vendors.
Portland: Check out Portland Mercado, a hub for Latin American cuisine and culture with a great selection of food carts.
Your City: Many cities have thriving food truck scenes. Search "food trucks near me" or check local event listings to find mobile feasts in your area!

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