About Us
Jen Gilhoi
The idea to gather leaders in the nonalcoholic (NA) beverages industry arrived the morning after an event I attended in April 2022. The event was held at a local nonalcoholic beverage shop in my city. I immediately cued into how a completely sober experience in a setting with elevated NA beverages with a speakeasy and nightlife vibe, felt distinctly different from my past experiences where I was often the only one or one of few who were enjoying the eve sober. I wanted to recognize this and create more ways to experience it in my city. That day, I got to work inviting a network of folks who I knew would be onboard for more conversation on the topic. We all first convened at ModernWell on May 12, 2022, and Zero Proof Collective (ZPC) was established as a community.
In my life and work prior to Cate and I founding ZPC, I’ve always been fascinated with the art of gathering and intentional conversations. I founded Sparktrack in 2011 where I’m an event experience strategist; and in August 2021 created my personal brand at jengilhoi.com as a writer and conversationalist cracking open society’s role in addiction. I’m also a board member of Dissonance, an organization that promotes mental health and recovery in and through the arts, where I create and experience firsthand the benefits of offering elevated nonalcoholic options in our social experiences, specifically at concerts and music venues.
As an advocate for and creator of healthy social experiences that decentralize alcohol, my journey spans two decades of alcohol misuse, nine years of an alcohol-free lifestyle (7.28.14), corporate roles, and entrepreneurial ventures. My TEDx Talk, delivered via TEDx Edina in October 2022, was officially and globally released in July 2023: Why We Should Rethink Drinking Culture. The Talk has been recognized by Hazelden and other national and international credible sources on addiction and drinking culture.
Cate Faulkner
My journey into the world of NA (nonalcoholic) beverages began more than 30 years ago during happy hour at the alcohol-free haven of Canyon Ranch in Tucson, AZ. There, I discovered that cocktails could be delicious, beautifully presented, and created without alcohol. My daughters, Callan, and Morgan, remember me serving many special drinks in elegant glassware; this was the first glimpse of inclusivity for them and all of their friends as they were growing up. Once I stopped drinking alcohol in 2014, these experiences laid the foundation for my mission to promote inclusivity through unique and thoughtful nonalcoholic beverage options.
With a diverse background in radio and television advertising, video creation, website development, sports photography, life coaching, and volunteer work, I've had many experiences that have enriched my life and allowed me to give back to my community. Based in Minneapolis, a vibrant city with a growing beverage culture, I've been inspired to support the NA Movement locally and connect with more people on a national and international level to expand my perspective of this unique beverage sector.
But it is my love for cooking and entertaining that has found a natural extension in crafting NA cocktails. Founding Zero Proof Collective in May 2022 with Jen has given me the opportunity to create many unique NA cocktail recipes and share them with others. As I observe the growing nonalcoholic beverage industry, I've grown steadfast in my belief that the future of NA options will unveil flavors we've yet to encounter, as well as intriguing combinations of botanical profiles. This ever-evolving landscape infuses the industry with a palpable energy, brimming with hope, wholesome ingredients, and the perpetual quest for the next groundbreaking NA beverage.
The most profound lesson I've learned is that the true magic of elevated nonalcoholic beverages isn't solely about innovative flavors but also the fusion of exceptional taste and the absence of alcohol. When individuals savor exceptional NA options, it frequently triggers a moment of realization. In these instances, I have the privilege to engage deeply, absorbing their feedback, tuning in to their personal narratives, and witnessing firsthand how this can be a transformative experience centered on inclusivity. These treasured stories lie at the core of my journey.
After dedicating hundreds of hours reviewing notes and photos from our ZPC experiences and crafting the recaps and reflections for this website, I've come to realize that those of us in the NA space share so many common experiences along with the hope of delighting and impressing guests with NA options that can change their world. So for the many times that NA seems to be such an uphill climb, it’s those moments of connection that give us assurance (and more energy) to persevere.
If you'd like to connect, discuss thoughtfully crafted and beautifully presented elevated NA options, or involve me in any conversations regarding nonalcoholic beverages, count me in. Thank you for taking the time to explore our website!