Heyoooo. This is Zero Proof, the community of people who can dance all night and still soar like eagles in the morning… all thanks to our choice to drink less, if at all.

Here’s what is on today’s menu:

• No Booze News 📈: Gen Z changing drinking culture

• They’re one of us 🤝: Blake Lively on feeling isolated

• Wait, but why? 🤔: What’s the deal with the Super Bowl and beer?

• Healthy Habit 🌱: No booze, better snooze

• Product Spotlight 🛒: Join the dream team! Beam

• Events🤣: Get high on hilarity

• Mocktail Maestro 🎵: Who doesn’t love a good Troooback Remix?

No Booze News 📈:

Younger generations showing some wisdom beyond their years

Drinking culture is changing 🚨

People are actively choosing to drink less, particularly younger people, and the numbers are significant.

41% of Americans are trying to drink less in 2024.

Keep them apples in mind next time you feel strange about wanting to pass on that next drink.

Check out these survey results below on Nonalcoholic Trends across the US. Zero Proof team is absolutely drooling over this infographic 🤤 

How about the unsung heroes ~spearheading~ the Sober Curious movement?!

Let’s hear it for Gen Z!

They’re one of us 🤝:

Blake Lively on feeling alienated for not drinking in social settings

Anyone else ever feel like fellow Proofer, Blake Lively? Like you’re a potato chip at a celery stick party? As solitary as a polar bear in the Sahara? Or perhaps, a kangaroo in an igloo?

She said it herself. “I don't drink because I don't like the effects of alcohol, but I like being a part of it," she said. "I like being social. I like people coming together. I found that sometimes not drinking, the thing that was interesting was that it was a little alienating, because you don't feel — and maybe it's just in your own head — but you just don't really feel a part of it."

We have news for ya Blake, you are the unicorn in a heard of horses! Thanks for being vulnerable and for helping start the conversation about some of the things we have all thought at one point in time.

To our Proofers, we encourage you all to do the same! Speak up. There is a community here and we are waiting for you with open arms.

Together, #WeAreZeroProof and we f*cking got you. Tap in 👊

Wait, but why? 🤔:

Has the Super Bowl become more about beer than football?

Zero Proof is all about choosing to have fun and do the things you love without drinking. Easy peasy when you’re fresh, energized, and motivated in the new year.

But what about when you’re watching the big game and that little voice in your head starts creeping up and saying “come on grab a beer, it’s football! Beer and football were made for each other, live a little!”

Football and beer made for each other? says who tho? ⁉️

How about AB InBev (Budweiser, Bud light), who reportedly pays the NFL $250m per year for beer and hard seltzer rights. 🤔

And for the 2024 Super Bowl AB InBev will air 2.5 minutes of national advertising at rumored $7.0m per 30 seconds 🤯 

Think about how much money AB InBev is making off of football beer sales with sponsorship and marketing budget numbers like that..

It’s safe to say you’re emotional connection to drinking + sports is not real, it’s manufactured. A simple yet perfected recipe used by AB InBev and others, tapping into the goodness of sports to make sure you keep buying drinks:

1. Intentionally tie alcoholic brands to our culture, feelings + things we care about so we deeply want their products (even when we know they aren’t good for us!),

2. Then smother us in feel good drinking marketing campaigns so we can never forget or break that connection, which leaves us always wanting more

Now that this is out there in the universe for everyone to see, come back down to earth with some Zero Proof logic:

• You had no association with sports and alcohol when you were a little tot running around the court/field

• You loved watching sports and being a fan before you started drinking

• You definitely don’t want alcohol if you’re trying to perform as an athlete

So as a fan today, why would you need alcohol to enjoy the game?

→ Ya don’t 🤘

Further Reading:

• Beer and Booze Wars and Celebrities: How Super Bowl 2023 Turned Into an Alcohol Advertising Frenzy

• Betting, beer, big names dominate 2023 Super Bowl ads

• Bud Light remains in the crosshairs as AB InBev makes Super Bowl plans

Healthy Habit 🌱:

No Booze, Better Snooze

Can’t sleep? Nothing a night cap can’t fix. A little anxious thinking about tomorrows tasks? Glass of vino will get me to dream yo. Almost hitting 10 o’clock? Time for that whiskey on the rocks.

However, we fast forward 6-7 hours and you keep waking up looking like our boy the Uruk-hai.

If any of the above resonates…. we have some good and bad news for you.

Good News: You’re not alone. Did you know that 20% of adults in the U.S. admit to using alcohol as a sleep aid?

Bad News: Did you also know that studies show alcohol before bed can interfere with the overall quality of your sleep?

Gooder News: There are plenty of ways to help you sleep that don’t involve using alcohol.

Check out some tips/tricks on how to sleep better from the Sleep Foundation

Proofer Products 🛒:

Beam Dream

As great as the tips and tricks above are, we know us Proofers are always looking for a little something extra to help us change our habits.

Let’s talk about a product we believe is an amazing alternative to using alcohol as a sleep aid. If you're anything like us, you'll most certainly tap into your inner Bill Nye the Science Guy by nerding out to the amazing information provided by Beam on sleep. As a result, we're guessing you'll dive headfirst into their products as if you were the Michael Phelps of sleeping.

With that said, we wanted to specifically highlight Beam’s Dream as it is designed to help you fall asleep and stay asleep. Its all-natural ingredients make a powerful blend that first eases your body and mind into rest mode, and then supports it through all the stages of sleep. Check out the link above to learn more about how Dream is a great alternative to drinking alcohol before bed.

Event Spotlight 🤣:

Get High on Hilarity

Your typical work week comes to a close, and as you're about to unwind with drinks, feeling stressed and exhausted, you realize the cycle of feeling worse the next day never ends. It's time for a new kind of fun with the homies. But then you ask, "Isn’t there any way I can release these end-of-week emotions without drinking?"

Have no fear. Zero Proof is here to give you a fun, healthy, and alternative course of action to take when you are in this state of mind.

What to do? Get proactive and plan a comedy night for an upcoming Friday with your peeps by tapping into your local comedy club, picking a lineup of Netflix specials, or finding a comedy genre movie to watch with the homies.

It really doesn’t matter if you want to chill on the couch or physically go to an event; what really matters is you get your laugh on. Why? It’ll kill two birds with one stone. You will release those pent-up end-of-week emotions and also get some quality time in.

Laughing is the ultimate stress reliever, and in our opinion, comedy is the best way to unleash the giggles and unwind. Don’t believe us? Check out what the Mayo Clinic has to say about the benefits of laughing.

Free ideas:

• Top 15 Comedy Clubs in North America

• 21 Stand-Up Comedy Specials You Haven’t Seen Yet

• The 25 Funniest Movies of All-Time

Mocktail Maestro 🎵:

Who doesn’t love a good Troooback Remix?

Share Zero Proof

Stop what you’re doing and tell the person next to you about Zero Proof right now! Too much? Fine. We’ll settle for you just copying and pasting this link to others:

http://zeroproof.beehiiv.com/subscribe