The Zero Proof Acquires The New Bar, Creating One of the Most Comprehensive Brand and Distribution Platforms in Adult Non-Alcoholic Beverages

The Zero Proof, a prominent player in the adult non-alcoholic beverage sector, has announced its acquisition of The New Bar, a well-known non-alcoholic hospitality and cultural discovery platform based in California. The transaction, which took place on June 24, 2026, involves an undisclosed amount and aims to significantly bolster The Zero Proof's footprint in the rapidly expanding non-alcoholic beverage market.

This acquisition creates a comprehensive platform that integrates The Zero Proof's extensive e-commerce capabilities, brand portfolio, and retail distribution with The New Bar's established relationships across hospitality, live events, and cultural experiences. The combined entity is poised to enhance consumer access to non-alcoholic beverages at various touchpoints, including online, grocery stores, restaurants, and events. The adult non-alcoholic beverage category is currently one of the fastest-growing segments within the beverage industry, with the IWSR projecting an 18 percent compound annual growth rate through 2028, potentially reaching nearly $5 billion in market size.

Founded in 2019, The Zero Proof has experienced remarkable growth, doubling its revenue for four consecutive years and achieving eight-figure annual sales. The company offers over 400 products across various categories, including wine, beer, spirits, and ready-to-drink options. Its flagship brand, Lapo's, is among the top-selling non-alcoholic brands at Whole Foods Market. The New Bar, established in 2022, has quickly gained recognition for its mission to provide the best non-alcoholic options in social settings. It notably became the first non-alcoholic partner of the Coachella Valley Music and Arts Festival, showcasing its commitment to integrating non-alcoholic beverages into major cultural events.

The leadership from The New Bar will play a crucial role in the combined company, with Brianda Gonzalez taking on the position of Vice President of Strategy and Partnerships, and Natalie Silbar joining as Director of On-Premise, California. Their expertise and existing relationships within the hospitality sector will be instrumental in driving the strategic vision of The Zero Proof, particularly in enhancing the presence of non-alcoholic options in social environments.

The acquisition of The New Bar by The Zero Proof reflects broader trends in consumer preferences towards non-alcoholic beverages, as health-conscious choices gain traction. As the market continues to evolve, this merger positions The Zero Proof to capitalize on the growing demand for non-alcoholic options, ultimately shaping the future of the category. The integration of both companies' strengths is expected to foster innovation and expand market reach, paving the way for new opportunities in the non-alcoholic beverage landscape.