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  • 🦓 We're Going to Oktoberfest! 🥨

🦓 We're Going to Oktoberfest! 🥨

plus RFK jr. out of the race, but in on Zero Proof

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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Today’s menu:

No Booze News 📈:

Oktoberfest’s alcohol free revolution

What's Happening: Germany’s iconic beer culture is shifting.

This year's Oktoberfest introduced "Die Null," an alcohol-free beer garden that’s capturing attention. Even a historic brewery has jumped on board, brewing its first-ever non-alcoholic beer (more in Proofer Products below).

By the Numbers: Oktoberfest has seen a decline in traditional beer consumption.

  • In the 1980s, over 7 million liters of beer were consumed annually by more than 7 million visitors.

  • Recently, visitor numbers have dropped to around 5.5 million, with beer consumption down to 6.3 million liters.

Meanwhile, the rise in alcohol-free options reflects a broader shift: Germany's alcohol consumption has decreased by over 25% in the past 40 years.

The Big Picture: Oktoberfest is evolving from a beer-drenched bash to a more mindful celebration. The popularity of alcohol-free spots like Die Null signals that the party is still on—just with a different kind of buzz.

👉🏼 🥨 More on Zero Proof style Oktoberfest 🥨 👈🏼

They’re one of us 🤝:

Robert F. Kennedy Jr. - out of the race, but in on Zero Proof

No politics at the table! Or newsletter rather..

More on RFK jr.: environmental lawyer, activist, and part of the iconic Kennedy family, recently made headlines by dropping out of the presidential race. Regardless of politics, we thought it was the perfect time to highlight his inspiring alcohol-free lifestyle and the values behind it☝🏼

Why He Doesn’t Drink: Kennedy’s decision to live alcohol-free is rooted in his commitment to personal health and clarity. As he once said, “I don’t drink because I want to be fully present for my work, my family, and my mission.” With addiction in his family history, he chose sobriety to stay focused on what matters most to him.

Key Fact: Kennedy’s life is dedicated to advocacy, from protecting our planet to standing up for human rights. His alcohol-free lifestyle aligns with his unwavering dedication to these causes.

Why It Matters: RFK Jr. shows that living alcohol-free isn’t just a personal choice; it’s a statement of values. He’s proof that staying true to your mission is easier when you’re clear-minded and focused.

Wait, but why? 🤔:

Why do you have to defend yourself when not drinking?

Ever notice how not drinking can be more of a conversation starter than drinking?

You say no to a drink.

Suddenly, it’s an interrogation:

  • "Are you pregnant?"

  • "On a cleanse?"

  • "Come on, just one!"

It’s strange, right?

Choosing not to drink turns into an awkward moment. People press on your motives as if you owe them an explanation.

Brad Jensen, The Sober Body Builder, sums it up all too perfectly in the skit below 😒😂

Proofer Products 🛒:

Augustiner Brau’s alcohol-free Helles Lager

A crisp, refreshing taste straight from Munich’s oldest brewery. It’s a BIG DEAL.

The storied breweries first alcohol-free beer and it’s of their classic Helles lager - delivering the same malty, slightly hoppy flavor.

Perfect for late summer afternoons or gearing up for Oktoberfest!

👉 Why You'll Love It: Authentic German craftsmanship. Full-bodied flavor.

Event Spotlight 🎪:

Die Null (the zero), Oktoberfest’s first alcohol-free tent

Oktoberfest is making moves!

Die Null (The Zero) is making history as Munich Oktoberfest's first official alcohol-free tent.

Enjoy the traditional Bavarian vibe with a twist — expect leading craft NA beers, cocktails, and an atmosphere that celebrates the spirit of Oktoberfest without the sloppiness or hangover.

Why it matters: It's a bold step towards redefining tradition and reacting to changing trends in what people are interested in. Prost to new beginnings! 🍻

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