Rosé Fest, that annual bacchanal of blush-hued libations hosted by Mpls. St. Paul Magazine once again transformed Kellogg Mall Park into a pink-tinged paradise. Something extraordinary happened this year amid the traditional festivities celebrating National Rosé Day. Zero Proof Collective (ZPC) introduced non-alcoholic (NA) wines for the first time in the event’s history. The shimmering Mississippi River providing the perfect backdrop for this historic moment.
Founded by Cate Faulkner and Jen Gilhoi, ZPC is a championing catalyst for change, serving up inclusivity with finesse and aiming to elevate NA options from afterthought to center stage. At the heart of ZPC’s mission is normalizing the choice not to imbibe while fully participating in and enjoying social gatherings and experiences. They’re not about eliminating alcohol but instead expanding the palette of possibilities for those abstaining, whether for health, personal reasons, or simply preference. ZPC envisions a world where sophisticated, carefully crafted NA beverages are as commonplace and celebrated as their alcoholic equivalents.
A Dazzling Debut of 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 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 NA beverages at large, high-profile events, our true expertise lies in the educational aspect, which is an important part of the process. By making this a team effort with several Zero Proof Collective members, we can interact and reach more people, making an even more effective experience with greater reach and better exposure while promoting inclusivity.”
Sophisticated Sips & A Toast to Inclusivity
The exquisite table artistry of ZPC stood out among the sponsors, catching the eye of every passerby. Jen elaborated on their mission to destigmatize NA 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.”
A Rosé to Remember
The response was overwhelmingly positive, with many guests experiencing high-quality NA wines for the first time. Reactions ranged from initial curiosity to genuine delight. The real magic of the NA movement, I realized, wasn’t just in the elevated drinks themselves but in the sense of community it created. The ZPC table transformed into a lodestone where everyone felt accepted and included regardless of their drinking preferences by providing a welcoming and non-judgmental space for all fest guests. 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 NA wine innovation, embody ZPC’s unwavering commitment to exceptional quality and finesse.
Cate elaborated on their stringent selection criteria: “We carefully select NA 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 NA 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 NA options at traditionally alcohol-centric events. This initiative paves the way for a more inclusive and diverse social landscape. The ZPC team’s efforts ensured that everyone, regardless of their beverage choice, felt welcome to celebrate rosé all day the zero-proof way.
Sip, Sip, Hooray! Cheers to the Future of NA
As more individuals embrace sobriety or choose to moderate their alcohol intake, a significant transformation in our drinking culture is taking place, extending well beyond a fleeting trend. The landscape of social drinking is evolving with a growing focus on mindful consumption and creating welcoming environments for all. Non-drinkers are no longer sidelined; they are fully integrated into the social fabric, enjoying beverages that match their alcoholic analogues in flavor and appeal.
The NA beverage industry is responding to this cultural shift with remarkable innovation. From botanical-infused elixirs to fermented concoctions that replicate the mouthfeel of traditional wines, brands are heavily investing in research and development. These cutting-edge products are not mere substitutes but stand-alone beverages offering unique and elevated experiences that are refreshingly open to all. In this new era, we can anticipate a future where NA options are not only widely available but celebrated, where the joy of shared experiences is defined by the connections we forge and the moments we create together rather than the alcohol content of our drinks.
About Zero Proof Collective Founders Jen Gilhoi and Cate Faulkner
Read Zero Proof Collective’s recap of Rosé Fest HERE
Jen Gilhoi
Jen Gilhoi is a dedicated advocate for and creator of healthy social experiences that decentralize alcohol. Her journey encompasses two decades of alcohol misuse followed by over nine years of maintaining an alcohol-free lifestyle, which began on July 28, 2014. Her professional background includes various corporate roles and entrepreneurial ventures. Jen delivered a TEDx Talk released globally on July 6, 2023, titled “Why We Should Rethink Drinking Culture.” This talk has gained recognition from Hazelden and other credible national and international sources on addiction and drinking culture, marking a significant milestone in her advocacy work.
Follow Jen on Instagram @jengilhoi and LinkedIn
Cate Faulkner
Cate’s venture into non-alcoholic beverages began over three decades ago at Canyon Ranch in Tucson, AZ, sparking a lasting interest in alcohol-free drinks. This early exposure, combined with her decision to quit drinking in 2014, profoundly influenced her advocacy for inclusivity through unique NA beverage options. Her varied background in media, sports photography, web development, and life coaching enriched her perspective and approach. Residing in Minneapolis, a city with a vibrant and evolving beverage culture, she co-founded Zero Proof Collective in May 2022. Her experiences have affirmed the significant role of NA beverages in fostering inclusivity and creating memorable moments for consumers. She is passionate about the potential of NA beverages to transform social experiences and is eager to collaborate on projects that explore innovative and elevated NA options.
Follow Cate on LinkedIn
Jøyus Non-Alcoholic Wines
Jøyus Award-Winning Alcohol-Removed Sparkling Rosé
The first alcohol-free rosé to win gold in a prestigious global blind wine competition. Awarded Double Gold and Best in Class at the 39th San Francisco International Wine Competition, one of the world’s oldest and largest blind competitions.
Tasting Notes: Pacific Northwest flavors of ripe blackberries, summer strawberries, and California citrus blossoms.
Jøyus Alcohol-Removed Still Rosé Wine
Multiple Double Gold and Best in Class winners in world-renowned wine competitions. Consistently rated the best non-alcoholic wine across all varietals. Utilizes innovative technology to preserve delicate flavors, aromas, and compounds.
Tasting Notes: Delicate watermelon, ripe peaches, and fresh soft herbs.
- Order Jøyus Non-Alcoholic Wines
- Follow on IG @drinkjoyus
ONE of ONE Alcohol-Removed Wines
ONE of ONE Alcohol-Removed Wine has achieved gold, silver, and bronze awards at the prestigious 2024 San Francisco Chronicle Wine Competition. Hailing from Lodi, California, these wines are crafted by winemakers with a passion for quality, catering specifically to discerning wine drinkers. ONE of ONE offers three exceptional varietals: Sparkling White Wine, Sauvignon Blanc, and Cabernet Sauvignon.
- Order ONE of ONE Wines
- Follow on IG @oneofonewineco
Additional resources:
- Photography credits: Montana Scheff, @whittieragency, @thepassingshow
- MPLS St Paul Rosé Fest
- Zero Proof Collective
SOBRIETY IN THE CITY – MINNEAPOLIS / ST PAUL: Sober living in the greater Minneapolis / St. Paul area doesn’t have to be boring; living free of substances opens the door to a world of new explorations and experiences. With our Sober in Minneapolis / St. Paul section, you have access to some of the hottest spots in the twin cities!
Do you have an event, product, restaurant, experience, or story that is based in the Minneapolis / St Paul area? We want to hear about it! Email us at thesobercurator@gmail.com or slide on into our DM’s on social media.
Also make sure to follow along with Sober Curator Contributor Ashley Sunderland @recoverygirlMN on IG
Looking for recovery resources in the greater Minneapolis /St Paul area? Be sure to check out our ALCOHOL & SUBSTANCE ABUSE RESOURCE GUIDE and scroll to the Minnesota section.
HAPPY EVERY HOUR: We know we mix a mean alcohol-free cocktail. HAPPY EVERY HOUR NA BEVIES will update you on the latest and most significant trends in alcohol-free cocktail recipes, NA Wine & Spirit alternatives, and zero-proof beverages.
TRIGGER WARNING: People in early sobriety may want to proceed with caution. Always read labels. Please hydrate responsibly … because drunk never looks good.
Do you love Non-Alcoholic Craft Beers and the 90s? Then you’re in for a treat! Sober Curator Justin Lamb is dedicated to tasting great (sometimes not so great) NA beers and showcasing his fantastic collection of memorabilia from the ’90s.
