A new community-inspired initiative, Zero Proof, For You, has launched in North Tahoe and Truckee. Launched with the start of Dry January, Zero Proof, For You offers a welcoming, inclusive approach to social connection — one rooted in choice, balance and belonging rather than labels or judgment. The initiative encourages people to drink differently, whether that means choosing a zero- or low-alcohol option, taking a night off, or simply being more intentional about how and why they drink, according to a press release.
The idea for Zero Proof, For You was born in June 2024 following a screening of “Feel It All,” featuring professional skier and mental health advocate Drew Petersen. Conversations following the film revealed a shared desire for healthier ways to cope, connect and unwind in a high-pressure resort environment where alcohol is often woven into daily life, according to the release. Inspired in part by the Boozeless campaign in Summit County, Colo., Zero Proof, For You was developed as a locally grounded response.
Zero Proof, For You is not an anti-alcohol campaign. Instead, it aims to normalize mindful choice by increasing visibility of low- and no-alcohol options, highlighting local mental health and support resources, and creating space for people to make decisions that support how they want to feel.
“In a place where tourism fuels a drink-all-day culture, locals often absorb the same patterns without the reset visitors get when they leave,” said Shannon Decker, executive director of The Speedy Foundation in the release.
The campaign launches with a new website, www.zeroproofforyoutahoe.org, featuring:
- Accessible non-alcoholic mocktail recipes.
- A Reset Resources page highlighting local mental health and support services.
- Opportunities for individuals to engage with and shape the growing Zero Proof community.
Zero Proof, For You is a program of The Speedy Foundation. It was funded by a grant from the Katz Amsterdam Charitable Trust in partnership with Tahoe Truckee Community Foundation. | www.zeroproofforyoutahoe.org
