The Zero Proof, an Atlanta-based retailer of adult non-alcoholic beverages, has announced the return of co-founder Trevor Wolfe to become its new chief commercial officer.
Wolfe, who most recently served as director of Product Management at Mailchimp, re-joins the drink company following its Series A funding round and continued expansion in the U.S. non-alcoholic beverage market.
Founded in 2019 by Wolfe and Sean Goldsmith, The Zero Proof has managed to double its yearly revenue for four consecutive years, surpassing eight-figure sales last year.
The company currently offers its products through more than 3,000 business locations — including Whole Foods, Amazon and Michelin-starred restaurants like Eleven Madison Park — and anticipates substantial growth in the non-alcoholic drink industry in the coming years.
According to The Zero Proof, the U.S. non-alcoholic beverage industry — currently valued at $1.8 billion — is expected to increase its presence from 0.7% of the total alcohol market to 4% by 2030.
Among the trends cited by the company to back its prediction include a study that states that 41% of Americans abstain from alcohol (the highest rate in 25 years), along with another report that says that the U.S. non-alcoholic beverage market is growing at a 27% annual rate.
In his new role, Wolfe — who has prior leadership experience with Intuit, Kantar and WPP, and created data-driven research platforms used by companies like Pepsi and Pernod Ricard — will be tasked with driving The Zero Proof’s omnichannel revenue and scaling its “national retail strategy,” according to the company.
