By Ashley Sunderland
Rosé Fest, the annual bacchanal of blush-hued libations hosted by Mpls. St. Paul Magazine, once again transformed Kellogg Mall Park into a pink-tinged paradise. This year, amid the traditional festivities celebrating National Rosé Day, something extraordinary happened. Zero Proof Collective (ZPC) introduced non-alcoholic wines for the first time in the event’s history.
Founded by Cate Faulkner and Jen Gilhoi, ZPC is a catalyst for change, aiming to elevate non-alc options from afterthought to center stage. At the heart of ZPC’s mission is normalizing the choice not to imbibe while still fully participating in and enjoying social experiences. They’re not about eliminating alcohol, but rather expanding the palette of possibilities for those abstaining, whether for health, personal reasons, or simply preference. ZPC envisions a world where sophisticated, carefully-crafted non-alc beverages are as commonplace and celebrated as their alcoholic equivalents.
A new rosé hue
The Magazine’s invitation and promotion of ZPC’s sponsorship reflected their embrace of the burgeoning trend of wellness-focused lifestyles, acknowledging that not all their 800+ guests want to drink alcoholic beverages. Cate shared the story behind this partnership: “Kim Birkland, Holly Dyson, and Media Tafreshi from Mpls. St. Paul Magazine recognized the growing demand for elevated non-alcoholic options at their events to offer a more inclusive experience for all attendees,” she explained. “While we have extensive experience serving non-alc beverages at large, high-profile events, our true expertise lies in the educational aspect, which is a very important part of the process. By making this a team effort with several Zero Proof Collective members, we are able to interact and reach more people.”
The exquisite table artistry of ZPC stood out among the sponsors, catching the eye of every passerby. Jen elaborated on their mission to destigmatize non-alc choices: “Being a non-alcoholic presence at an alcohol-centered event is about offering an inclusive option for guests who abstain from alcohol for health, personal, or preference reasons. We introduce all guests to the idea that you can enjoy a non-alcoholic beverage and still feel like you belong, while demonstrating that non-alcoholic options can be just as enjoyable and sophisticated as their alcoholic counterparts.”
Cate added, “It also means that we need to be ‘brave.’ When we first started, negative comments were surprising and discouraging, but over time we’ve learned to handle them with grace and humor. (Mostly humor). Now, we embrace the second of the Four Agreements by Don Miguel Ruiz: ‘Don’t take anything personally.’ This philosophy helps us take negative feedback in stride, understanding that it usually reflects the other person’s perspective rather than a flaw in our offerings.”
Zero proof rosés to remember
The response was overwhelmingly positive, with many guests experiencing high-quality non-alc wines for the first time. Reactions ranged from initial curiosity to genuine delight. The real magic of the non-alc movement, I realized, wasn’t just in the elevated drinks themselves but in the sense of community they created. By providing a welcoming and non-judgmental space for all fest guests, the ZPC table transformed into a lodestone, where everyone, regardless of their drinking preferences, felt accepted and included. Throughout the day, the dedication and enthusiasm we shared was palpable.
Stunning displays of Jøyus and ONE of ONE alcohol-removed wines, both recipients of prestigious awards, were meticulously curated. These selections, representing the pinnacle of non-alc wine innovation, embody ZPC’s unwavering commitment to exceptional quality and finesse.
Cate elaborated on their stringent selection criteria: “We carefully select non-alc products by considering quality, taste, and the reputation of the producer, ensuring they will provide a memorable experience for the guests. Collaborating with respected makers like Jøyus and ONE of ONE allows us to offer outstanding options that truly stand out. Jøyus and ONE of ONE non-alc wines are special because they are crafted with the same care and attention to detail as traditional wines. Jøyus offers vibrant, full-bodied flavors that cater to a refined palate, while ONE of ONE is known for its commitment to quality and innovation in the nonalcoholic wine industry. Both brands exemplify the excellence that Zero Proof Collective strives to promote.”
Rosé Fest 2024 was a blushing success, with ZPC’s presence marking a significant step forward in normalizing non-alc options at traditionally alcohol-centric events. The ZPC team’s efforts ensured that everyone, regardless of their beverage choice, felt welcome to celebrate rosé all day.
About the author
Ashley Sunderland is a content creator and contributor to The Sober Curator, a website and social media platform that aims to enrich the lives of people in recovery. For her latest insights, follow her on Instagram.
