Who We Are
Zero Proof, For You is a community-driven initiative designed to help residents of Truckee/Tahoe lean into well-being amid a tourism culture deeply tied to drinking. This program promotes judgment-free awareness, offers practical tools for change, and builds a visible network of supportive local businesses offering low- and no-alcohol alternatives. The campaign encourages personal resets—moments to pause, make a mindful choice, and reconnect to what really matters in Tahoe: health, nature, and community.
Our Mission
To empower our community to drink differently by embracing mindful choices around alcohol, without judgment, and by providing accessible resources, supportive spaces, and alcohol-free and lower-alcohol options that celebrate connection and well-being.
Our Vision
A community of balance, where locals and visitors alike can enjoy the lifestyle without alcohol dependence, and where “Zero Proof” is just as celebrated as craft beer and cocktails, or fine wine. A community where every person has the tools, support, and confidence to choose what’s right for them today, tomorrow, and beyond.
Core Pillars
Choice – It’s not about saying “no” to alcohol; it’s about being open to your options.
Community Support – Empower local businesses and residents to offer and access alternatives.
Health and Healing – Reduce alcohol-related harm by providing information, resources, and access to support networks.
Tomorrow Matters – Every small choice today builds a stronger, safer, healthier tomorrow.