Heather Ransome Founder and CEO Zero Proof Go Online Nonalc Brands & Venues

I’m speaking with Heather Ransome, Founder and CEO of Zero Proof Go, an online directory and website dedicated to connecting people and venues with nonalcoholic options available to order.

Heather is an industry veteran of the restaurant industry and has loved it since starting as a waitress and moved up throughout all levels of the industry including owning her own restaurant and bar of 20 years, which she sold this year.

She’s very active in representing restaurant owners and operators by being present in city and state-level organizations that assist them. She’s Chapter President of the Pennsylvania Restaurant and Lodging Association and contributes to the Workforce Development and Membership Committees at the state level.

Heather is also a consultant and restaurant tech leader and has honed in on those skills with her passion for nonalcoholic beverages to be considered in all establishments. It’s imperative to have inclusion of all people, without any judgement or stigma into the reasons one would ask for one. Everyone should feel comfortable and included as they spend time at their local restaurant.

You may see nonalc options on a menu in your local restaurant or see an item in your favorite retail store; however, there are many more hills to climb. With the countrywide local efforts of Heather and her team at Zero Proof Go, I’m certain the message of profits and inclusion will be a part of an everyday discussion for all very soon.

Mark your calendars now, as Zero Proof Go is sponsoring a “Happy Hour Happy for All Crawl” on January, 11th, 2024. As a consumer or retailer, you can join the fun in cities around the country! Participating venues will have specialty nonalcoholic drinks and cocktails for all to enjoy.

For more information, please visit zeroproofgo.com/hhh4all/

Recommended Books
The Creative Act by Rick Ruben
The Naken Mind by Annie Grace


Thank you for listening and be sure to subscribe to be notified of all new episodes!

Tune in next Thursday and have a great week!

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Transcript

00;00;03;11 - 00;00;15;26

Welcome to Thursday, Thursdays at 3 p.m. Eastern Standard Time. My name is  Ott, the host of this podcast, which is all about beverage innovation. I talk with innovation pioneers from agriculture to glass.

00;00;15;26 - 00;00;16;21

This week

00;00;16;21 - 00;00;21;18

I'm speaking with Heather Ransom, founder and CEO of Zero Proof. Go

00;00;21;18 - 00;00;29;01

an online directory and website dedicated to connecting people and venues with nonalcoholic options available to order.

00;00;29;11 - 00;00;30;01

Heather is an

00;00;30;08 - 00;00;35;15

veteran of the restaurant industry and has loved it since her first job as a waitress.

00;00;35;18 - 00;00;42;08

She has moved up through all levels of the industry, including owning her own restaurant and bar for 20 years.

00;00;42;15 - 00;00;43;25

She recently sold

00;00;43;25 - 00;00;45;13

that venture this year.

00;00;45;14 - 00;00;58;00

she's very active representing the restaurant owners and operators by being present in city and state level organizations that assist them. She's chapter president of the Bucks Month. Pennsylvania Restaurant and Lodging Association

00;00;57;29 - 00;01;02;06

and contributes to the Workforce Development and membership committees at the state level.

00;01;02;08 - 00;01;12;09

Heather is also a consultant and restaurant tech leader and has honed in on those skills with their passion for nonalcoholic beverages to be considered in all establishments.

00;01;12;26 - 00;01;30;10

It's imperative to have inclusion of all people without any judgment or stigma into the reasons one would ask for a nonalcoholic beverage at a restaurant. Everyone should feel comfortable and included as they spend time out with family and friends, enjoying their own party,

00;01;30;10 - 00;01;34;15

You may see non ALC options on a menu in your local restaurant

00;01;34;15 - 00;01;38;01

or see an item in your favorite retail store.

00;01;38;03 - 00;01;55;05

However, there are many more hills to climb. With the country wide local efforts of Heather and her team at Zero Proof Go. I am certain the message of profits and inclusion will be a part of an everyday discussion for all very soon.

00;01;55;05 - 00;02;06;02

Mark your calendars now as zero proof go is sponsoring happy hour Happy for all crawl on January 11th, 2024.

00;02;06;04 - 00;02;16;20

As a consumer or retailer, you can join the fun in cities around the country. As a consumer or retailer, you can join the fun in cities around the country.

00;02;16;25 - 00;02;27;24

Participating venues will have specialty night off drinks and cocktails for all to enjoy. For more information, please visit. Zero proof. Go Tor.com

00;02;27;24 - 00;02;32;24

Thank you for listening and be sure to subscribe to be notified of all new episodes.

00;02;33;07 - 00;02;42;10

Heather

Hi, Jesse. I'm doing great.

00;02;42;09 - 00;02;45;09

Heather

Thanks for having me.

00;03;07;02 - 00;03;07;10

Heather

I'm

00;03;07;10 - 00;03;17;25

Heather

actually in Bucks County, Pennsylvania, about 90 minutes north of Philadelphia. 90 minutes south west of New York City,

00;03;17;25 - 00;03;36;16

Heather

stretching.

00;03;36;25 - 00;03;56;09

Heather

I was born and raised as a Philly girl, so I'm from Philadelphia originally, and I've pretty much lived mostly around Philly in New York my whole life, except for one little jaunt. I lived in Denver for about three months and I'm like, It's too slow here to get me back to the East Coast.

00;03;56;09 - 00;04;14;26

Heather

I

00;04;14;25 - 00;04;15;25

Heather

think I type my

00;04;15;25 - 00;04;17;01

Heather

personality right.

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Heather

I just

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Heather

need everything yesterday so I don't have a lot of patience for

00;04;21;10 - 00;04;22;25

Heather

people who are too chill.

00;04;22;25 - 00;04;31;24

Heather

Hopefully someday I'll get that way. But there's so much to do on this planet, so that's kind of my personality. My post matches my personality,

00;04;31;25 - 00;04;45;10

Heather

correct?

00;04;45;10 - 00;04;47;25

Heather

Yeah,

00;04;51;24 - 00;04;59;28

Heather

my school. I'm a little bit of a renaissance person, so my school history is like a quilt.

00;05;00;04 - 00;05;07;25

Heather

So, you know, I was a business major and then I was studying to be a French translator because that my minor was in

00;05;07;26 - 00;05;09;11

Heather

international I was international

00;05;09;11 - 00;05;20;11

Heather

business major, but French minor. And then I'm like, I went to France on a scholarship and they didn't treat me so well. And I came back and I quit that and

00;05;20;10 - 00;05;22;07

Heather

well, no, it's okay.

00;05;22;10 - 00;05;29;10

Heather

I switched languages and started to learn how to speak Spanish instead. So now that's my second language of choice. But

00;05;29;10 - 00;05;33;10

Heather

absolutely, especially being in the

00;05;33;10 - 00;05;35;10

Heather

hospitality world. It was like having mentors

00;05;35;10 - 00;05;36;24

Heather

around you all the time.

00;05;36;25 - 00;05;44;08

Heather

But, you know, then I went to my my one of my early professors was a judge. He wanted me to be a lawyer.

00;05;44;08 - 00;05;53;10

Heather

I then was like, no, I don't want to defend somebody. I, I was guilty. So I became an art student. And actually that's when I

00;05;53;10 - 00;05;54;25

Heather

started my hospitality career

00;05;54;24 - 00;06;14;14

Heather

because I moved back to Philadelphia and I got a job as a server. And I, I fell in love with the industry so hard. It was crazy. It was literally as soon as I stepped foot in this restaurant, I wanted to learn everything there was to know about the business and work every position and work my way up pretty quickly.

00;06;14;14 - 00;06;26;25

Heather

So I abandoned all my college pursuits and and focused on that. And that was kind of like the beginning of my my journey.

00;07;15;01 - 00;07;42;18

Heather

Well, to that point, I will never forget because I was, you know, I'm a very serious person. When I get into work, I really, really enjoy work. I a lot of my I

00;07;42;18 - 00;07;43;20

Heather

like to be productive.

00;07;43;20 - 00;08;06;17

Heather

I like to make a difference. I like to make an impact on everybody. I see. I don't care if it's a tollbooth guy, you know, or, you know, I try to make my human experience meaningful to me and anybody else that I encounter when I was younger, you know, I was back behind the bar. I just I was volunteering on my day off to learn how to tend bar, which was pretty much my trajectory for my whole career.

00;08;06;17 - 00;08;29;07

Heather

I will go work for free to learn and experience. And so at that time I kept getting this, you know, what are you going to do for a real job? Or you should get a real job and I remember feeling so angry because I was like, this is this is my career. And it's a really important one because my job is to throw a party for you every day.

00;08;29;18 - 00;09;10;28

Heather

And that life of service is important to me because I want to be here for you. When you celebrate something wonderful or you're having a crappy day like that's, I am in service because it it is meaningful, It is a real job and it's the best job. And, and over the years, what I've learned through my career in hospitality is that, you know, the hospitality industry across the globe is really like the eyes and ears and the soul of life, because that's where real things happen and people really come together and commune and make decisions and are present for each other.

00;09;11;01 - 00;09;40;06

Heather

And so even when I'm not in the hospitality space directly, so I just recently sold my bar after 20 years and I'm not working in operations anymore. I'm more industry adjacent now. I feel now it's my job to support the people who support the people. So now, you know, I got into more consulting work, I got into optimizing profitability, store openings.

00;09;40;06 - 00;10;09;28

Heather

I mean, my career took a lot of turns, but it's always really been along the same track. If I'm not really in the operations, I'm supporting the people that do because quite frankly, hospitality is the hardest career to do and currently I'm on the Workforce Development Committee for Pennsylvania Restaurant Lodging Association because we've had so many people leave the industry and part of it's because it's been it's been really hard, especially, you know, post the pandemic and everything else.

00;10;09;28 - 00;10;23;23

Heather

But, you know, hopefully people will come back to it and find meaning and, you know, lean into the things that I'm talking about when I'm talking about having a life of service and throwing a party every day.

00;10;23;23 - 00;11;44;11

Heather

Well, I just I just I'm sorry. I just when it came from this this meeting and it was about development in Philadelphia, it was run by business now and they have you know, it private equity.

00;11;44;11 - 00;12;24;27

Heather

They had, you know, mostly general contractors, developers talking about the development and the future of Philadelphia. And Philadelphia's is having some challenges right now. And, you know, hopefully that's going to be corrected. But I was very hopeful because there were still investing in Philadelphia. But one thing that was interesting, you know, I was there is like the future of retail and talking about development, but every single person in that room and all those panel discussions, it was like eight people mentioned how important restaurants were to not just put in, you know, these multi-use buildings and how important they are as amenity, but how important they are to the neighbor, the neighbors, and how bringing amenities

00;12;24;27 - 00;12;47;29

Heather

to the people who are living in that neighborhood and providing valuable resources, everything. Nobody didn't say hospitality or restaurants. And how important was what it really was like, validated my feelings about how important it is. Right. And to your point, we go out to celebrate. We eat out too much. But the truth is, is it's really self-care, right?

00;12;47;29 - 00;13;48;00

Heather

We go out because we don't want to cook for ourselves, but it's also a community and in a post-COVID environment, or as we get more digitized as a society, restaurants become that much more important to have community and meet strangers in a real way that's uninterrupted by, you know, dogs barking and Amazon package deliveries, you know, and there's nothing like a good old fashioned fashioned oxytocin hug to make you feel good after you've had a good meal and hopefully a non alcoholic beverage while you're sitting there with your friends.

00;13;48;02 - 00;14;18;16

Heather

Well, so so a couple of things. When I was I moved up really quickly in that first job and I want to give a shout out to them because they were some of my early mentors at Bridget Foy's South Street Grill was called back then. Now it's Bridget Foy's on South Street, Second South Street, Philadelphia. And they were wonderful because they let me explore inside the four walls of that building, meaning that like I start off as a server and then I beg to learn how to ten bar volunteered and did that.

00;14;18;16 - 00;14;43;28

Heather

And then I became a bar manager pretty quickly and then worked my way up to general manager. I think it was with another person there. We were kind of co-managing the business and it was a pretty big operation. We did catering was like, you know, doing over a million back then in the eighties and nineties actually, I'm sorry, nineties and but I couldn't stop there.

00;14;43;28 - 00;15;04;08

Heather

Like I would go in on my days off to learn how to prep. I would work the grill, I would I tried dessert and pastry chef. That was a total disaster. I realized really quickly, I am not a baker. I got like I got to be able to change things as I'm going when I cook and baking like you put it in and you're like, look what comes out.

00;15;04;08 - 00;15;24;21

Heather

Okay. Not for me, right? Part of that type of personality. But so while I was doing that, I decided I want to open a restaurant. So I was in my twenties and I went to a local organization called the Women's Business Development Network to write my first business plan, and that was to open a restaurant that has a bunch of other layers to it.

00;15;24;21 - 00;15;43;28

Heather

As a matter of fact, you know, like I said, I'm not in operations anymore, but you always want to go back that that business plans burning a hole in my soul, that I still want to still want to do it. But part of the business plan was to put a brewery in there. So I was actually making beer at home.

00;15;43;28 - 00;16;08;25

Heather

I was making beer out of a bucket, I call it, and it was right at the beginning of the beer renaissance. So as part of this business plan, I wanted to make beer just a little three barrel system because it's the business plan concept. I can't tell you what they have then. Yeah, it's 30 years old and it was about education around food and beverage, and I felt it was important to have the beer component.

00;16;08;27 - 00;16;34;21

Heather

So one day my rolling Rock salesman came in and it was really the beginning of craft brewery. There was there wasn't that many and it was hard. And my salesman said, he's like, we're opening up a big 40 barrel system in Brewery Town, which is actually a one of the earliest settlements of brewers in America. There was hundreds of breweries from the Germans back in the turn of the century.

00;16;34;24 - 00;16;54;20

Heather

And so he's like, well, you know, So I opened this brewery and I was like, Can I come? And learn? And I was working six days a week because that's the way the industry was back then, right? So we didn't we didn't have boundaries. And my only day off I went to the brewery when it opened and I'm like, I'll sweep floors, I'll run for lunch.

00;16;54;20 - 00;17;19;11

Heather

I just want to be around it in order to learn so I could be better at doing and executing against my business plan that I was hoping to achieve. And there was a lot that happened in that job experience. Number one, it became a job. They hired me and so I left and my my job at the restaurant and I started brewing full time at the time.

00;17;19;11 - 00;17;47;09

Heather

There's not a lot of women brewers in the country, and brewing was not a thing for me personally. What was interesting is like I got to kind of shed that girl penis of myself because I was going in pigtails, no makeup, driving for truck lifting, £50 bags of grain. You know, step steps up to the mill in my overalls, you know, And but it was also because it was a renaissance.

00;17;47;12 - 00;18;12;01

Heather

We had to go get customers. So we were literally banging on doors and begging bars to put our craft brew on. And it was hard because we were like, it's like $80 a keg. But they're getting like, you know, Rolling Rock for $3, five to get one free. So it was a hand sell because it was not popular except for our little kind of group of home brewers.

00;18;12;04 - 00;19;09;18

Heather

And so a lot of my career has been like that. And then I just volunteer when I'm interested in something. So my interest and passion informs my decision making about my next career move, if that makes sense. Well, let's let's be clear. I don't believe that money is the only currency about having a good life. And part of what I coach even with now is how, you know, self-actualization, right?

00;19;09;18 - 00;19;31;26

Heather

So my I feel like you got to have a burning desire and then you should get paid for it. You shouldn't really have a separation between the two things. A job where you clock in a clock out and then you know this hobby. Why not make it where everything you do when your energies are fruiting in one way or another?

00;19;31;26 - 00;19;51;13

Heather

So I feel like that's always been under the hood of what drives me. But not until, you know, I age. I realize how really important that was when I did have jobs that were more like a job and it didn't speak to me. So I teach that now and I feel like the younger generation kind of gets that too.

00;19;51;13 - 00;20;54;04

Heather

So I think that we'll see more of that hopefully because it's not, you know, it's too much time you spend in a job for it's not to mean something. It's for the rest of your life. I think it's so that actually goes back to my first job because my father actually when PCs came out, I was in high school and I was taking like B, you know, basic and C++, whatever in high school.

00;20;54;04 - 00;21;20;11

Heather

So I was so but we my family owned an airline, ran some airlines. And so technology was always really prevalent in our world. And my father was always like, really on top of whatever is going on. Like we had Pong, we had Atari, we had, you know, everything. Like as it came on, we were early adopters. And so in high school I went of my own PC and my father dumped a bunch of parts on the desk and he said, You won't want to build one.

00;21;20;14 - 00;21;44;18

Heather

And we didn't. We did not have plug and play back then. I had my little pocket PC ref, you know, like it was like it was interesting. So I think my father really gave me a great gift because I, I understood the power of technology for really early age. And so I grew up like a lot of Gen-X did, kind of like ones and zeros was through our veins.

00;21;44;20 - 00;22;07;00

Heather

So it made all the sense in the world when technology was using technology in the restaurant to manage the restaurant, you know, it was such a tool and it really empowered and really gave back the restaurant operator time to focus on what they do well, which is throw a party every day and but do so with informed decisions.

00;22;07;00 - 00;22;28;03

Heather

And on data or just expediency or, you know, and it was really about the guest experience at the end of the day, because everything that we do with technology frees you up or should be freeing you up to be better at that part of the job. So I literally I'm just a I'm a computer nerd. Like, I don't even know if I can say that anymore.

00;22;28;03 - 00;22;56;04

Heather

I just have always used technology and leverage technologies to do things. But it's also because I'm extremely lazy and make efficient. I'm I like to I don't like to be inefficient and I like to so I leverage whatever tools are in the toolbox to do so. But how I got into technology as a career restaurant technologies career was really through consulting.

00;22;56;04 - 00;23;35;04

Heather

So I started to do my first consulting job was inventory control, and I figured out how to build out this big spreadsheet, and I was going restaurants, restaurant to do people's inventory control with Excel spreadsheets and teach them how to do food costs. You would not believe how few how people don't know how their business works. And actually that's what Drew drove me to become more industry adjacent because I was like, Wow, So many of these parties growers got into the business because they make the best spaghetti or pasta, but they don't know how they run their business and they are losing money, they are losing relationships.

00;23;35;04 - 00;24;01;01

Heather

Their love life is absolute chaos. They're drinking too much. They're it's just I always say that being a restaurant owner is really just being like a volunteer firefighter, Like you're just constantly putting out fires all the time. But I really like the idea of teaching them how to run it like a business and obviously putting the technologies in place to teach them how to read a pencil if they even knew what it was, was a start.

00;24;01;01 - 00;24;28;25

Heather

So we had to go with technology. So it really came from, you know, how do we make sure we don't lose our shirt so we can continue to do what we do and do? Well, you know, again, like most people are drawn to a career of service. How can I support them so they can continue to do what they do?

00;24;28;27 - 00;25;04;06

Heather

Restaurants have been very, very yeah, they've been very resistant to technology for the many decades I've been in it. A lot of it is antiquated ideas and they've always done it this way. Some of it was a lot about fear of having their information on the cloud. I saw a huge shift, though, after the smartphone came out because now they're like they saw institutions doing it, their banking on their phone, their, you know, And that's when I really saw them start to lean in, like, okay, well, the data is there.

00;25;04;06 - 00;25;27;10

Heather

But also with the increase in the use of credit card processing, because there was less cash arounds, which was always another kind of barrier for a multitude of reasons for people to embrace technology because a lot of their way they were running the business was not exactly correct. Let's just say that they were using cash to run to Restaurant Depot.

00;25;27;11 - 00;25;51;27

Heather

They were using cash too. So once that went away and credit card processed credit card payments went up, they started to soften up on the idea and understood that they could start to gain more control and not because they, you know, without having to lean on cash only business. There's still some of that out there. You'll still see guys with cash registers and stuff.

00;25;51;27 - 00;26;15;26

Heather

And they're they don't want to take credit cards and stuff, and we're never going to be able to untie them. But generational change is changing that. So as we see second, third generation family members take over restaurants, you'll see more technologies in place because obviously they want to do it the right way. The other thing to note is that when I was my two jobs ago, when I was doing restaurant accounting, I got a lot of inbounds.

00;26;15;28 - 00;28;03;07

Heather

And the the new restaurant tour is really not looking to open up one restaurant. They want to open up ten, 15, whatever they want to get. So it's a different person that's opening up and hanging up their shingle. So I feel like that's another reason technology is, you know, more in play, if that's if that makes sense. Yeah.

00;28;03;07 - 00;28;30;02

Heather

And it's funny. So pre-COVID. Well, one thing I say all the time, like, you know, restaurant owners, you did not historically share information with each other. They were very closed off. They didn't really want to talk about it because it's a very, very competitive business. We're all sharing customers. Right? Right. That's just because you pass. So I'm sharing customers with the taco place next door, even though I sell pasta.

00;28;30;02 - 00;28;51;12

Heather

So restaurateurs are always keeping an eye on trends. I really feel like it's much like the fashion industry, like there are if your do not pivot, you are not going to be relevant. And so that's part of the allure, I think, for restaurant people too, because you're constantly able to reinvent yourself and shift. It's an art, it's an arts.

00;28;51;14 - 00;29;20;27

Heather

I try to bring the science to the to the art is what I'm doing now because I just you know, it's it is hard. But post-COVID or actually during COVID, I watched the restaurant owners start to share. They had to form together and bonds. And there is a great Facebook group called Restaurant Owners that really starts to be very, very robust and they were sharing everything where to get plexiglass to do.

00;29;21;00 - 00;29;57;01

Heather

So. That's great. I love that. And also, you know, the restaurant associations, which I'm a you know, full disclosure, I'm the president of the chapter of Pennsylvania Restaurant Lodging Association, Portsmouth one state association meetings. These are committees as well. But your associations are absolutely critical because of what you just said, because even when you can come up with operational stuff, talking to each other on a Facebook group or whatever policy, which really, really affects us, you really have to lean in to what your associations or local associations are doing for you.

00;29;57;01 - 00;30;15;19

Heather

And definitely National Restaurant Association to stay on top of trends. So I think it's better than it was. I think that there is they're more they're a little bit more present and hopefully they will continue to lean in on the new trend, which is what my new businesses this year go.

00;30;17;10 - 00;30;23;27

Speaker 1

Yeah. Let's get to that in just a few minutes. Let's talk about any mentors that you've had,

00;30;23;26 - 00;30;39;26

Heather

You know, I have to say, Liz Young, she actually runs culinary tours and in New York City, I think she's she's in politics now.

00;30;39;26 - 00;30;59;24

Heather

But she was my GM when I worked at Bridge of and of course, John and Bridget Foy because they let me explore inside their building and try everything on, which was amazing. And then, you know, throughout the year it's there at the years, you know, I've had several mentors. I'm a very close friend who owns restaurant in Philadelphia.

00;30;59;26 - 00;31;34;25

Heather

His name is Sue Keener. And, you know, he's been really a presence for me. I would say many. I think I get the most inspiration from the team, from the people that I lead. I know that sounds a little crazy, but I'm definitely inspired by the people that I can help more than anything. And so listen to, you know, teams I run either in hospitality or hospitality adjacent, meaning in technology, restaurant ticket sales or whatever.

00;31;34;27 - 00;31;53;12

Heather

I think I learn more from them than I learn from anywhere. But I'm more of like, I was born in a hippie environment. My father was a rock and roll musician and I'm at my heart like really anti institutional. So the voice of the people is kind of where I get most of my inspiration, if that makes sense.

00;31;53;12 - 00;33;54;22

Heather

You know? And just watching that, I would say, you know, we raise these young people. That's was the part of my shock right now, is that, you know what in developing zero go, I'm having conversations about how the younger generations aren't really drinking and and people are kind of shocked about that. And I'm like, what are you talking about?

00;33;54;22 - 00;34;18;10

Heather

Like sad mad, The war on drugs. We inform them to be take better care of themselves, their body, their boundaries, everything else. And now they're not drinking because we raise them that way. Like we should be celebrating the fact that we help them break the cycle. Right? So they broke the cycle and or we did collectively as a as a as a nation.

00;34;18;12 - 00;34;40;14

Heather

And that's continue to happen. So I feel like whenever we talk about like the young people, like these are our kids, these are my kids, these are so we actually, you know, told them we said this stuff and now they're doing it and we should be listening to them because that's what we wanted for them. We wanted better for them.

00;34;40;21 - 00;34;49;08

Heather

And now they're telling us what they want and we have to meet them where we set the stage to set them up for, if that makes sense. Right?

00;34;50;09 - 00;34;55;27

Speaker 1

Yeah. Makes total sense. Yeah. I didn't have kids, so I can't contribute to

00;34;55;26 - 00;35;07;04

Heather

we all have kids here. Even if you didn't parent a child, we raise each other. We raise each other with the things we post on social media. We are all in this collective consciousness.

00;35;07;04 - 00;35;21;07

Heather

So I don't really feel like that's I think, you know, that takes a village, it takes a it takes a planet, you know, actions. And so we're all directly and indirectly contributing to the next generation.

00;35;21;07 - 00;35;39;09

Speaker 1

yeah, that's true. That's true. I like that. Are there any resources or any technology that, that or, you know, self-help, or any kind of advice or resources that you'd want to share

00;35;39;09 - 00;36;01;01

Heather

boy. I mean, that's volumes and volumes of, you know, things I think the most if I were going to recommend a book today that everybody should read, that would probably in of itself would be like, that doesn't make sense for me because I'm not an artist.

00;36;01;03 - 00;36;25;23

Heather

Right? But the truth is, life and living your life is an art form and if you are becoming self-actualized, trying and trying to live from the inside out, I would say don't outsource your happiness, right? You got to you got to drive your your human experience. I would say read Rick Rubin's the creative act right now. That is a very impactful book.

00;36;25;23 - 00;36;42;00

Heather

And, you know, he was a producer and all these other good things and talks about things about art. But the truth is that the real life lesson. So I think everybody should listen to it, too, because I like listening to authors talk about it in their own voice because they intimate the way that they were thinking about it.

00;36;42;02 - 00;37;11;15

Heather

That doesn't always make sense. But Rick Rubin's creative act and then, you know, I did quit drinking three years ago yesterday is was my anniversary that that book was called Thank You. That was called The Naked Mind by Any Grace. And a lot of the alcohol free community was read her book and her book actually says in there, go make a difference after reading this.

00;37;11;15 - 00;37;12;20

Heather

So that's what I did.

00;37;20;23 - 00;38;04;29

Heather

So, you know, talking about my quitting drinking, I, I owned a bar for 20 years and we just sold it. It was a music venue, was actually like screaming death metal, punk, ska, moshpit, the whole thing. Yeah. Yes, Liquor store. It was really interesting social experiment for me too, because when we bought it, it was a pretty racist sports bar and I had to reinvent myself because the the area that we bought in, like, everything changed, economics changed, the demographics changed.

00;38;05;01 - 00;38;05;24

Heather

And

00;38;05;25 - 00;38;28;05

Heather

I grew up like a hippie kid. So racism doesn't make any sense to me. Like, anyway. And so we created a real art hub there and community with deejays and people from all walks of life, you know every flag we could hang up. We did. And we really brought together a lot of communities that were not that didn't even like each other.

00;38;28;07 - 00;38;50;22

Heather

I watched that social experiment happen because literally I was like picking one. I like to say one able out at a time when I was running it back 20 years ago and really being like, No, that's not going to happen here. We all this is everyone's space. And I watched like people who did not like each other because of the color of their skin or the politics or their sexuality or whatever.

00;38;50;24 - 00;39;20;14

Heather

Bonds over a couple interesting things. They they bonded over, you know, being in a bar, hanging out with people that they wouldn't necessarily see and meeting strangers. They bonded over sports. And that could be that they loved the same team or they the same team and they bonded over music and food. And so I've already kind of been down this road of social change once before in my life.

00;39;20;14 - 00;39;25;25

Heather

And it's really interesting what you can do with the power of love and community

00;39;25;25 - 00;39;45;26

Heather

and so sadly, we sold the bar before I started Zero Proof. Go. So Zero Go is my new endeavor. And it really kind of dovetails everything that we talked about today. But so zero proof goal and of itself is a business because that's my language of love.

00;39;45;28 - 00;40;22;29

Heather

All right. Business to empower and connect people who are looking for alcoholic beverage alternatives on restaurant and hotel and event venues to connect them with that and then brands with the venues and the the customers as well. A part of that is because I do believe I've identified that part of the reason this nonalcoholic beverage initiative is taking as long as it is, is because restaurants have not embraced the idea of it.

00;40;23;01 - 00;41;03;25

Heather

And part of that is for some real reasons and part of it is made up reasons. But as a hospitality supporter, they're leaving a lot of money on the table. They're also really not being inclusive in their menu programing. And part of that reason is because, unlike the other initiatives that took hold gluten free, vegetarian veganism, whatever, the people who are looking for these kinds of products, these nonalcoholic beverages, alternative spirit alternatives, whenever they don't for themselves

00;41;03;25 - 00;41;34;15

Speaker 1

Yeah, well, there's been stigmatism in what, in the past and what I think is great about this movement is that a lot of a lot of these brands and that the reasons to be, you know, raising debt is like not just for people that can't drink is for people that do drink, is for people that, you know, maybe maybe they're women trying to get pregnant, like with mocktails, like mocktail beverages or, you know, people that want to take a break.

00;41;34;15 - 00;42;03;15

Speaker 1

I mean, there had the owners of athletic brewing in and they surveyed their customers and they're like, no, I don't not I just want to take a break or and that's that's for me. I mean, I probably should drink less like everyone else. And and but what I've what I've really dug into is is trading off right. Like I'll have if I'm driving and I'm going somewhere, we're going to a pool or whatever, or just, you know, after work, if I just want to have a beer or more alone and you just want have, have a brewery, but you don't really want the

00;42;03;14 - 00;42;21;16

Heather

yeah, that's great if you can find it, right?

00;42;21;16 - 00;42;37;13

Heather

So that's part of the problem, right? So even those who are doing it, first of all, thank you. If anyone's listening out there in your restaurant or a hospitality venue that has a menu, thank you. They're there.

00;42;37;13 - 00;42;47;02

Heather

The obstacles that I've identified, the reason that people aren't doing it is they don't think there's a market because we don't advocate for ourselves.

00;42;47;04 - 00;43;08;02

Heather

But I really want to talk about why we don't advocate for ourselves now. I put together an advisory council and that advisory council is made up of all kinds of people. Drinking, not drinking doesn't matter. I need everybody's voice because we're trying to figure this out as a society, Right? Why? And part of it is because, you know, it's uncomfortable to advocate for yourself.

00;43;08;02 - 00;43;33;26

Heather

We don't broadcast. It doesn't matter why you don't drink or why you're not drinking that night. We don't broadcast it because we're often met more times than not with some sort of I mean, either resistance, lack of accommodation, an infantilized zation. I know that's crazy, but you're. You're. You're looked at as not fun, you're not mature, you're not sophisticated.

00;43;33;28 - 00;44;03;15

Heather

You are must be an alcoholic because why would you not drink, Right. Just since I'm crazy. It's literally like if you out yourself and I call myself a closeted non drinker. I've been a closeted non drinker because if you out yourself, you are subjecting yourself to some pretty horrible discomfort. And the whole point of going out to drink and beat is because I want to have a good experience and go to a party.

00;44;04;11 - 00;44;05;08

Heather

So.

00;44;05;08 - 00;44;29;21

Heather

So that is a lot of what we are we're trying to do is like if there was more inclusive programing, people wouldn't have to say anything because you're just ordering a menu item and I shouldn't have to ask and nobody should. And to be honest, when I quit drinking, this is my community. I think we've established that right.

00;44;29;23 - 00;44;49;28

Heather

When I quit drinking, I lost my community because I should not. Where where do you go when you're going to the hardest thing of your life? You often go to the bar and hang out and and I couldn't find space there. Like I didn't feel welcome in my own house. And I'm like, This doesn't make any sense. Like what?

00;44;50;00 - 00;45;13;22

Heather

And then I started to identify that I was also drinking for free because restaurant servers and bartenders don't charge me for all my tonics that I drink or whatever. And I'm like, okay, well, this is bad business because as I'm watching this as well, Gen Z and millennials like, who don't do that, a lot of it's because cannabis is available too, right?

00;45;13;22 - 00;45;28;04

Heather

So that's another thing. Like we said, if you don't drink, it's because you an alcoholic. No, it's because now you can get weed. Why would you drink and be depressed when you can be giggling and happy and not have a hangover the next day? It's just a choice, just a personal choice.

00;45;28;04 - 00;45;32;28

Heather

And our friends or whatever, whatever's going on like this is my thing about as you go.

00;45;32;28 - 00;45;57;23

Heather

We are not anti alcohol. I am pro whatever choices makes that sense to you not and I don't even consider myself sober per say. It's none of your business Why I don't drink Because what I still deserve choice. I still deserve. And you know, as a hospitality professional is committed their entire life to this. Which restaurants are my church.

00;45;57;26 - 00;46;19;18

Heather

It is bad hospitality not to have an item on the menu for someone who is looking for that. And I'm calling everybody out because and again, like, why, why, why? So we're doing a lot now. We're doing education on it. We've got some ready to implement programs too. Like you want a menu? I'll give you a menu. Procurement has been an issue.

00;46;19;18 - 00;46;42;23

Heather

So, you know, we're trying to help people connect with ways to get procurement, and that's from the brand side. But the truth is, is this is an industry that's going to be $271 billion with a B soon, like in the next ten years. And my hospitality, people have to get on there and get the money and do a better job at being accommodating and not missed the boat.

00;47;46;10 - 00;48;08;08

Heather

Well, that's part of what Zero is trying to do. We're trying to accelerate it. So we're trying accelerate it because it and it's fun because I am a I like being a disruptor and I like to shake things up. So people have, you know, an advocate for those who can't advocate, just like my restaurant people. Yeah, I go and I work on the government for them when they need policy changes.

00;48;08;08 - 00;48;15;15

Heather

I'm doing the same thing for these people. But for the for the non non drinker or for whatever reason. So we say to

00;48;15;15 - 00;48;27;27

Heather

our tagline is we're looking to have a menu of inclusion for people who are not drinking for any reason for any length of time. Right. This is again, not sobriety movement. We're not trying to take that space.

00;48;27;27 - 00;48;30;28

Heather

We're just trying to get restaurants to do this.

00;48;30;28 - 00;48;35;02

Heather

And so as I'm doing articles, because

00;48;35;02 - 00;49;01;13

Heather

part of what we do is we write articles, we interview people. And so they'll be a lot more content on the site to that regard. A lot of the people who have put them in place, like you call said, early adopters, they did so with one for one dry January and then they were like, well, they started to see the people who were just melt at the feeling of like, you see me, I feel included.

00;49;01;13 - 00;49;22;01

Heather

I feel welcome here. And now they have developed amazing loyalty with those customers. And so they're like, Why would I take that off the menu? I'm making more money. I have the same ingredients here, right? So it's not like you're putting crepes on the menu. 90 had a great machine. You know, you literally everything you have is right there.

00;49;22;03 - 00;49;59;01

Heather

Right. But that's what we're hoping for now with dry January. And so one of the things that we are doing we announced last night is a National Bar crawl Day National. Thank you. Yes, it's called Happy Hour for All. Happy Hour, Happy for All Crawl. And we are going to celebrate those early adopters by taking to the streets and going and having a sophisticated beverage that, you know, for a menu that was designed for us in mind to support them.

00;49;59;04 - 00;50;20;16

Heather

We're really excited about that. And we're getting organizers in all the cities and towns to put together organized crawls. But it really doesn't have to be a man's crawl. You can go on to our website when everybody's listed and just see who's doing it and then go to the on that one day. It's a Thursday, it's January 11th, 111.

00;50;20;16 - 00;50;39;23

Heather

So it's like our own New Year's Day. Yep. And and really just say thank you, really, to be honest with you. And thank you. Thanks for seeing me and thanks for giving me a place. And those who are doing dry January, you know, and then then they can actually leave their house and be like, okay, well, let's try this out.

00;50;40;19 - 00;51;00;10

Heather

You know, everybody should be taking a break from anything for, you know, nothing's good. And every day or every month or so, you know, even if you're just do it for a little bit, go out and don't, but don't lose your community right while you're doing dry January and feel isolated and sad because that was what you're used to.

00;51;00;11 - 00;51;16;23

Heather

You can do it. Just do a replacement or have, you know, one nonalcoholic, one alcoholic beverage when you go out, whatever, you know, it doesn't have to be all or nothing. And I think that's the other thing that people are like, gosh, if I quit drinking, then that's I'm admitting I was an alcoholic. Nobody's auditing your life, brah.

00;51;16;25 - 00;51;29;26

Heather

Like, you got to take care of you and stop thinking about. I said, don't outsource your happiness earlier. Don't do that when you're trying to make decisions for your body and for your life. And I think that's what's happened a lot of time in the restaurant space.

00;51;29;26 - 00;51;39;09

Heather

If they some restaurant owners feel like if I put this on the menu, I'm going to make my drinking clientele feel bad about themselves.

00;51;39;11 - 00;51;40;18

Speaker 2

I'm like, let's have.

00;51;40;18 - 00;52;07;09

Heather

This a ridiculous thing. Not one person I have interviewed through this process and said that they lost any of their alcohol business. That's not where we take from what happens. And I have some math and I talked about this in the design and implement your zero proof go friendly menu. Right this ready to implement if I can take 25 of your soft drink program, you're going to make thousands more dollars a month depending on what your sales are.

00;52;07;11 - 00;52;30;09

Heather

And that's really what we're lifting from. And you're not losing money on me because I'm not paying for my tonics. What waters? Anyway, I'm going to pay $9 for a sophisticated mocktail that's got the cool salts on it. You know what I mean? And you're shaking it. You're putting the, you know, all the stuff in there. And, you know, let's also not forget, I am major into the Adaptogenic beverage world, which is so cool.

00;52;30;18 - 00;52;48;07

Heather

So my friend owns a zero proof bottle shop and tasting a bar in Buckingham and she's like, I call her my pharmacist. Like It's like I go there and she's making me all kinds of cool cocktail. This was going to kind of chill you out because you're having anxiety or this is this is going to make you feel this way.

00;52;48;07 - 00;53;14;16

Heather

So there's this like apothecary and vibe that I call it. And so actually today at 3:00, we're doing a webinar for hospitality professionals to be like, You got to jump on this cool thing because is really fun. This is changes the whole conversation, you know, using Ask Wanda or using mushroom based, you know, not mushrooms. So size and stuff, but like, you know, there's a lot of cool stuff out there.

00;53;14;18 - 00;53;37;08

Heather

Yeah we did are and that's a sophisticated cocktail I go out or even if I'm drinking all night, I can have one of those at the end and not have a hangover tomorrow if I'm the drinker. So there's a real sexy kind of cool programing going on to that. Like we talked earlier about staying on trend and being relevant.

00;53;37;10 - 00;53;54;22

Heather

That's where I'm like, guys, like even if you're resistant to all this other stuff, you know, lean into this because it's fun. And guess what? Your staff is probably going to perform better because instead of drinking all the Red Bull and your gun, they're going to drink like a cool adaptogenic thing and like everything's going to get better as their shift drink or not.

00;53;55;20 - 00;54;26;25

Heather

So anyway, it's fun out there and it's an interesting time and I do recommend anybody kind of like diving in it because there's no central voice, which is another things your go is trying to do. We're trying to curate content and kind of just be a portal where you can go and see what's going on. We did a great article on a guy named Danny Childs who had this wrote this book called Slow Drinks about all botanicals and foraging and stuff like, So it's really fun stuff too, so it doesn't have to be like a sad bummer, you know?

00;54;26;27 - 00;54;35;05

Heather

Do the art, make it cool for your restaurant, make it work for your space, and lean in?

00;55;07;23 - 00;55;26;19

Heather

Well, then you owners in general, there's a lot of reasons. And I have to be very candid here. Sometimes it's because they have a relationship with their own their own awkward relationship with alcohol. And so we talked about that a little bit.

00;55;26;19 - 00;55;51;13

Heather

So it could be that they're worried about their drinking crowd feeling they're sending a message that it's okay to not drink, which is ridiculous to me, but there's some of that. I don't think that's a lot of that. I think to your point, it's that it's not time. There's no time for it. But to my to what I'm saying, like they don't think there's a market because the market doesn't advocate for themselves because so I'm going to tell a story.

00;55;51;14 - 00;56;09;10

Heather

This just happens. A friend of a friend, the woman that has the bottle shop told me that one of her regular customers came by and took one of our fliers for design input because she was going to go bring this to a restaurant that she was just at. And it's a very high end restaurant, very popular around here.

00;56;09;10 - 00;56;31;09

Heather

And she ordered asked if she could have if they had a cocktail on the table. So she advocated for herself, which is very rare. Most people don't. People are just like, I'll just drink a tonic or whatever. But she did advocate for herself and the server said, No, we don't have anything like that. And she said, okay, well, she said that she wasn't to leave it that because she's a strong person, Right.

00;56;31;11 - 00;56;54;12

Heather

She's like a girl. And she's like, Well, I see this cocktail on your menu. Can you just make this without the whatever this spirit was? And apparently he said, Well, it's not going to taste right. And she's like, I know how it's going to taste. I'm a professional and she's in the hospitality space, so I want yours. And just like huffed off and walked away.

00;56;54;14 - 00;57;14;00

Heather

Now that is so common and that's why people don't advocate for themselves. And that's what and especially that server who has that attitude, probably has a relationship with their own drinking, does not go and tell their own or the manager that this is going on. I think there's a market for it. They don't say they don't pass that on.

00;57;14;03 - 00;57;31;02

Heather

But it's funny because like gluten free vegan is malt stuff. Like they they identify market because those people were very verbal about it. So I think that is definitely part of it is that we just don't we're positive nondrinkers we just like it's fine, it's just the way it is. But you know, I'm like, No, this is not okay.

00;57;31;10 - 00;57;59;28

Heather

It's not okay. And another thing that I uncovered, another interview, a woman that I know worked at T.J. on Fridays, and I believe that they actually just put on a non alcoholic beverage menu. I know a lot of the chains are doing because they've got people who are doing research saw that this is a trend. But this woman said that when people come and order from her and asked for an immortal, she'll just take, you know, a rum out of it and make it the drink as it is.

00;58;00;02 - 00;58;28;03

Heather

But then there's no there's no place to ring it up in the register. So that's another reason that some of these things aren't moving. So you're losing money not by theft, but by accommodation, because they're like, I don't know how to bring this up. So your inventory is wet and and also as a hospitality professional. So there is an argument there too, like it would be so much easier and efficient to just do it the right way.

00;58;28;05 - 00;58;38;19

Heather

But, you know, and I think this awareness and that's what we're doing here where I think the crawl is going to bring some of this awareness to it, even just the promotion of the is like, Hey, maybe I should think about doing this, you know.

00;58;38;22 - 00;58;40;16

Speaker 2

So,

00;58;40;17 - 00;58;42;07

Speaker 1

yeah. So how do people get involved?

00;58;42;14 - 00;59;16;16

Heather

So, you know, we are going to have a lot of webinars about for organizers, for venues, for Barbara festivals. There's always a webinar going on with zero proof. Go to follow us on any of our social media platforms to get that information. I would definitely suggest registering if you are a person who just wants to go on the crawl, if you want to organize in your town or if you want to, if you're a venue that wants to be listed, either you have a program place where you want to have one, a place by Eleven's cool or brand that was a sponsor.

00;59;16;16 - 00;59;38;00

Heather

Because that's the other thing we're trying to do is get our brands connected with these people who because they're have a hard time reaching their market too. You can register on zero proof go dot com for its last hhh4 number for all and that's our registration plate page. And then we'll reach out to you to let you know what kind of programing would fit what how you want to participate

00;59;38;00 - 00;59;41;10

Heather

nationwide.

00;59;41;15 - 01;00;05;08

Heather

Yes I'd love to go go global if it's possible with that zero Go is our our business plan is to go global by 2025. There's a new term out there, which I love. It's called dry tripping. And we're about to write an article about it. But people are looking for destinations across the globe to go that are alcohol, not alcohol centric.

01;00;05;11 - 01;00;25;29

Heather

I went to Bali in April for my birthday and that was very interesting experience because in Bali it was very hot, like everything was a cocktail menu and then if you want, it would be like or advocate for like $2. Like that was an ad vodka that was, wasn't like Tito's, whatever, something like that. And you know, no slight on those dates.

01;00;26;02 - 01;00;54;22

Heather

It was totally reverse. And was like, wow, this is interesting. Like what? They didn't say you can't drink alcohol or like, you know, Yeah. So watching it, how about it? Slowly. Absolutely. Well, just to that point,

01;00;54;22 - 01;01;08;06

Heather

I just want to lean into another thing that's that's in the future. Another reason that I'm doing this is that I'm really trying to prepare restaurants to for the THC CBD universe.

01;01;08;08 - 01;01;27;25

Heather

At some point somebody is going to be able to go go to you and say, Can you also add a little gorilla glue? So my to my my mocktail. So this is a primer, right? I'm seeing it to the future. This is this is why we're not sobriety focused. I mean, we want to accommodate as many people as possible, including drinkers.

01;01;27;28 - 01;01;51;00

Heather

But you've got to really have a lens on what's coming. And so there is a whole new universe coming on that, you know, that we need to be prepared for. And, you know, again, it's good hospitality. I sometimes I think I'd rather have a bunch of people smoking weed in my bar than ever having they eat more.

01;01;51;00 - 01;02;10;19

Heather

Well, I have to say, some of the trends, you know, National Restaurant Association is already identified.

01;02;10;21 - 01;02;41;22

Heather

This is a swell for across hospitality, which is cool, but there's also brands meeting this halfway. So part of this like idea that alcohol competes with alcohol right that nonalcoholic program competes with alcohol is kind of silly because a lot of the larger brands Tanqueray has a00 and this is international a Captain Morgan has a00. And UK Molson just came out saying Gen Z is not interested in drinking so they're working on some nonalcoholic beverage programing.

01;02;41;24 - 01;03;07;22

Heather

I think that what I'm really interested in seeing over 2024 is gas, the adoption with everyone's efforts. There's a very big community of people trying to do what is your go is doing so, which is great. You're at great risk. We're not trying to own it. We want everybody to advance, but I think what you're also going to see is like BYOB is right coffee shops, there's going to be an expansion on their side.

01;03;07;24 - 01;03;26;14

Heather

So they're going to be taking a lot of this market, too. You're going to see more bottle shops opening up, zero proof bottle shops. There are people within the sober space that only really don't want to go to bars, and that's true. They won't even walk into a bar, but they're going to be more sober bars just popping up all over the place.

01;03;26;16 - 01;03;47;04

Heather

And, you know, we want to see zero proof go beer usable website. That's where we are now as we grow and our listings. So at once you lists your web your restaurant on the on our site, then people who are traveling can be like, I'm going to New York. Here's, you know, five places. There's not that ability right now to find that out.

01;03;58;25 - 01;04;22;25

Heather

Well, I love to cook. I'm an Airbnb consultant, so I'm still in hospitality. So I work on Airbnb projects a lot and I don't really have a hobby. Like I said, I'm self-actualized in a way where business is like the way I do my life. I'm in art right now, so I'm painting and I play music so, you know, play guitar and sing.

01;04;22;27 - 01;05;13;11

Heather

That's pretty much it. I don't go out that much. watch. For obvious reasons. So. So there's that. But yeah, like a lot of creative stuff, meditation really into just, I don't know, I like little joys. Now. I got to a point in my life where little things just make me so incredibly happy and full. So walking the dog and painting and listening to music.

01;05;13;14 - 01;05;13;24

Speaker 2

You.

01;05;14;00 - 01;05;43;01

Heather

Really only have little moments.  We really only have little moments and all the little beautiful moment strung beautiful eyes. So when I turn my attention to focusing on the beauty in the smallest thing, everything got bigger. If that makes sense. Everything's meaningful. And so I just lean into joy and, you know, that's that's part of my journey I've been on, you know, through reducing alcohol intake.

01;05;43;08 - 01;07;27;02

Heather

Well, for me, I stopped drinking entirely is now I can see clearer and I can see that I don't need to escape life because life is absolutely chock full of such good stuff. And I want to do all of it before I move on across the Rainbow Bridge or whatever. So pleasure. Thanks for having me.

01;07;27;02 - 01;07;44;11

Heather

I think that I would also like to just say to all listeners out there possible, is that the one thing that you can do if you are a drinker is be an ally for those who are not?

01;07;44;14 - 01;08;15;25

Heather

Because part of this is that, you know, they lose community and through the holidays, you know, we're talking in November right now through the holidays. Be inclusive in your own programing of your house. You're having a house party. Go grab an athletic grab a go brewing or Lagunitas or go grab something and just be hospitable to your friends and family because if they are going through this journey, you got to just be a little bit mindful of that and just show a little bit of solidarity.

01;08;15;25 - 01;08;32;24

Heather

So we have a little bit of a program coming out called Be an Ally over the Holidays and just nothing. It's even if it's hard to find. So the great thing about non alcoholic spirits of stuff is that you can easily just buy them on Amazon. You don't have to go to a special store for liquor stores and carry it because you can buy it anywhere.

01;08;33;00 - 01;08;44;09

Heather

Target's carrying at Walgreens. Pick something up, grab it, throw it on there. You don't have to be crazy about it. So if you can't do anything else, be an ally.

01;09;32;24 - 01;09;57;14

Heather

let's. Let's frequent zero proof. Go. That's what I say. Thanks.

01;09;59;08 - 01;10;56;25

Unknown

Man

01;10;56;21 - 01;11;00;08

Speaker 1

Tune in next Thursday and have a great week.

01;11;00;08 - 01;11;06;06

This week's episode was Produced by Fedora J Productions.