An Epic Nonalcoholic Night
Nearly 100% unheard of in our culture, Zero Proof Collective and CōV Edina hosted an evening social event on January 20 where the drinks were all zero proof. The occurrence of this event and the reason for it – to celebrate the launch of a nonalcoholic menu -- is it not to be taken lightly. Some heavy lifting definitely took place behind the scenes to arrive at an NA menu and an event where only elevated nonalcoholic cocktails were served. Let’s dive into the backstory a bit, then get to the good stuff: the celebratory alcohol-free event!
The Backstory
Zero Proof Collective, founded in May 2022 by Cate Faulkner and Jen Gilhoi, exists to bring together leaders in the NA beverages world and create more collaboration and pathways to allow us to access nonalcoholic options in our social spaces. They host business meetups called ZPC Connect to encourage such collaborations.
The first larger scale collaboration began with Cate’s familiarity of CōV Edina as a resident and frequenter of the restaurant, and her initial pursuit and research of how an NA initiative might work in this environment. Months later, in August of 2022, ZPC co-founders met Brittney Blunt, a bartender and server at CōV Edina. Brittney, alcohol-free and an observer of restaurant patrons’ preferences, knew that CōV guests frequently asked for NA. And Cate could see that an NA menu, done well, would be a great asset to their offerings and even generate revenue. In October, the restaurant’s executive chef Brian Sharpe was looped in and ZPC began working intentionally with the Collective.
In early discussions, the conversation was centered on the end result – creating space for inclusivity and delivering thoughtfully crafted nonalcoholic cocktails that pair well with food. ZPC continued to consult with the leadership team at CōV Edina including the general manager and head bartender to ensure that not only the drinks were perfection, but that the availability of product and the service of these new beverages were too.
Next up was making this a full circle effort to not only place NA drinks on the menu, but deliver them with enthusiasm and knowledge. At CōV this meant that servers would have opportunities to taste the NA cocktails, refer to a collective understanding of the tasting notes, and be well versed in comparisons so servers could share that with guests to help them take the NA leap. Note: prior to this collaboration, CōV had two nonalcoholic cocktails on their menu.
Similar to many restaurants with a few NA cocktails on the menu, a venue’s perception may be that NA doesn’t generate enough revenue to pay attention to or focus on improving. There are many reasons for that, but in this collaboration ZPC and CōV planned for and executed on elevating the offering, pricing these drinks correctly to incent people to try them, and then looking at the sales. Since January 10, the official debut of these drinks with menu real estate have proven revenue generating (especially when considering their alternatives of water or soda, aka the Diet Coke).
Once CōV had a confidence level with the NA menu product and service, ZPC went ahead and scheduled the event that had been talking about for months: an NA menu launch party. Edina Magazine as a sponsor of the event, which also wrote and photographed the story that’s published in the January 2023 issue: Cheers to Dry January and Beyond, went into promotion mode to share the event with their audience. ZPC invited their community and appeared on local media (1.14 KARE 11 and 1.20 WCCO TV) leading up to the event to draw out all those who appreciate and want an elevated alcohol-free experience.
The Launch Party
As a result of promotions in a wide variety of channels, a diverse mix of 75 people attended – all with a story of how alcohol hasn’t served them, or about how they’re doing Dry January or practicing mindful drinking. The event felt warm and thoughtfully hospitable to these event-goers who ventured out on a Friday in January during happy hour hours from 5:00-7:30P. Attendees walked past the main part of the restaurant where the central bar is the hub, where the chatter rises in decibels by the minute as alcoholic beverages flow. Upon reaching the porch, opening the door, and fully entering, the chatter felt just as lively. Sans alcohol. This brings to light one important reason for hosting gatherings that are alcohol-free: to demonstrate that what people really love and crave is connection.
The table in the center of the room held an amazing spread of food, all by chef Brian Sharpe (now that’s one way to decentralize alcohol!). Throughout the evening, guests ordered their full-sized cocktails at the bar; and could indulge in 2oz samples of the entire NA menu of four cocktails: Berry Berry CōV, Bright & Windy, Seas the Day, and Isle Have A Tenneyson (a $30 ticket included all the food, one full-sized cocktail, and all the samples).
The short program mid-event featured words from ZPC co-founders on ZPC’s mission, and Brian Sharpe on the creation of the cocktails. And then there were giveaways – eight bottles of NA product (Abstinence’s Cape Citrus and Floral; Tenneyson, and Ritual Zero Proof’s gin alternative, valued at $30-39 ea retail) and two tea gift sets from Twin Cities tea expert Vince LaPelusa of Fresh Steeps, ZPC Connect member and provider of the tea infusions in the drinks on CōV’s menu from hibiscus to elderberry notes.
The conversation continued to flow. Stories were shared of how people came to be at the event and their journey with alcohol to-date. People marveled at the experience, one in which alcohol was not present. Not pushed. In fact, some who brought in alcohol from the main bar apologized—they were supporting their friend who was alcohol-free. No matter, it’s a place of acceptance, was the response. Many conversations were about what people would be doing after the event – going to the gym for a workout, driving quite a distance home, spending time with their kids, etc. A couple shared that they’re fully embracing making their wedding alcohol-free. Amy, one of ZPC’s avid AFAs (Alcohol-free Advocates) shared that she comes to the AF space because of health reasons and she wants to see her country club do more to provide options like the ones she experienced at the event.
It was an epic evening of connectedness that most definitely carried a sober not somber vibe. At the event’s end, attendees exited that same door completely fit to drive. They may have walked past the bar and caught a glimpse of their former life or what they, along with the majority of the American population, might be doing on any given Friday night. Many left with hope, based on what they just experienced, that social spaces will make more moves to offer NA options and inclusive experiences. Now we know what’s possible. And that feels amazing!
