Today, weโre excited to share that The New Bar has been acquired by The Zero Proof.
When we launched The New Bar four years ago, our goal was simple: make the worldโs best nonalcoholic drinks easier to discover and a natural part of how people celebrate, connect, and gather.
What began as a 450-square-foot bottle shop in Venice quickly became something much bigger. Together, we opened stores, introduced thousands of people to the category, built hospitality programs, partnered with incredible brands, and brought nonalcoholic drinks into some of the countryโs most influential venues, restaurants, festivals, and cultural events.
You showed up at our stores, ordered online, came to our events, brought your friends, and helped prove that choosing not to drink could feel every bit as exciting, thoughtful, and connected as any other occasion.
As the category has grown, one thing has become increasingly clear: the opportunity ahead is bigger than any one company.
The Zero Proof has built the scale, infrastructure, e-commerce platform, brand portfolio, and national distribution network needed to bring nonalcoholic drinks to more people across the country. The New Bar brings deep experience across hospitality, live events, cultural programming, and consumer discovery.
Together, weโll be able to support more brands, reach more people, and create more moments where a great nonalcoholic option is simply part of the experience, whether youโre shopping online, browsing the shelves at your neighborhood store, sitting down for dinner, or heading to a show.
Our mission isnโt changing. This is the next chapter of it.
The New Bar is not going away. Weโre becoming part of a larger platform that will allow us to take the work weโve started even further.
As part of the acquisition, Iโm joining The Zero Proof as Vice President of Strategy and Partnerships, and Natalie Silbar is joining as Director of On-Premise. Weโll continue bringing The New Barโs relationships, programming experience, and point of view to this next chapter.ย
Building The New Bar has been one of the greatest privileges of my life. Iโm incredibly grateful to every customer, team member, brand partner, hospitality partner, investor, and friend who believed in what we were building and helped move this category forward.
Thank you for every order, every event, every introduction, and every time you told a friend.
You helped build this, and weโre so excited for what comes next.
Cheers,
Brianda & The New Bar team
