The Zero Proof Choice Awards Return in 2026, With a Mission to Redefine Taste in Non-Alc

Who decides what tastes good?

It’s a simple question, one rooted in culture, power and identity. Taste is subjective, but it has always been shaped by those with authority, access and influence. As the non-alcoholic category evolves from fringe curiosity to fast-growing industry, the question of who arbitrates taste has never been more relevant, and the Zero Proof Choice Awards were created to confront it directly.

The modern idea of taste as discernment — something refined and worthy of judgment — emerged during the Renaissance, when pleasure overtook utility as a cultural value. Taste became capital. From Renaissance courts to French salons to Michelin guides and wine scores, the authority to define “good taste” has historically belonged to a narrow, elite group, one that’s often European and exclusionary by design. These systems determined not only what was celebrated but what was overlooked.

The alcohol industry largely inherited this structure intact. Wine critics, spirits competitions and legacy awards bodies became gatekeepers of legitimacy. But as the non-alcoholic movement accelerates, driven by wellness and shifting social norms, it demands a new framework for discernment — one rooted in today’s culture, not yesterday’s hierarchy.

The Zero Proof Choice Awards were founded to create a U.S.-based platform for evaluating alcohol alternatives with rigor and relevance. The U.S. non-alcoholic market is expanding rapidly, spanning craft zero-proof spirits, dealcoholized wines, functional beverages and alcohol-free aperitifs. While innovation is moving quickly, credible systems for evaluation have lagged behind. The Awards exist to close that gap, curating a jury of industry leaders who understand both the category and the broader beverage landscape and can better guide consumers through this evolving space.

At its core, the program is about decentralizing taste. Taste isn’t universal; it’s contextual. It evolves alongside culture, social rituals, and lived experience. The rise of non-alcoholic beverages reflects a broader shift in how people define socializing, celebration, and sophistication without alcohol at the center. That shift deserves its own arbiters, not borrowed hierarchies. The Zero Proof Choice Awards are guided by professionals who experience taste where it actually lives: in bars, restaurants, bottle shops, retail floors, and communities across the U.S. They understand range, ritual, and nuance, without defaulting to alcohol as the benchmark.

The 2026 Awards are led by Derek Brown, a pioneer of the alcohol-free movement and one of the earliest advocates for treating zero-proof beverages with the same rigor and respect as traditional cocktails and spirits. His leadership anchors the program in credibility, curiosity and deep industry knowledge.

He is joined by a jury that reflects the breadth of the modern non-alcoholic ecosystem:

• Abe Zarate, sober sommelier, bringing a refined palate shaped by intentional, alcohol-free hospitality.
• Alex Highsmith, co-founder of Spirited Away, a leading NA bottle shop redefining product discovery.
• Caleb Ganzer, sommelier and former owner of La Compagnie, offering technical precision and narrative depth.
• Estelle Bossy, beverage director with experience at Danny Meyer’s restaurant group, Del Posto, and Le Rock, translating elite hospitality standards into the zero-proof space.
• John deBary, bar expert, author, and consultant; author of The Nonalcoholic Bar and a Wine Enthusiast 40 Under 40 honoree.
• Karl Williams, innovator grounded in flavor and authenticity, developer of Uncle Waithley’s.
• Laura Silverman, founder of Zero Proof Nation, the definitive platform mapping NA retail and experiences across the U.S.
• Lauren “LP” O’Brien, sober beverage consultant, cultural storyteller, and founder of LP Drinks; the first winner of Netflix’s Drink Masters.
• Rich Buchanan, Moët Hennessy educator who brings over 20 years of experience in wine and spirits, offering seasoned perspective on quality, structure and market relevance.

The Zero Proof Choice Awards are not about defining a single version of “good.” They are about recognizing that taste is shaped by values, culture, and context. In a category built on inclusion, serving people who choose not to drink for health, faith, recovery, pregnancy or preference, it matters who is doing the tasting. By grounding discernment in lived expertise and contemporary culture, the Zero Proof Choice Awards aim to do what taste does best: help us navigate choice, discover delight and elevate experiences that reflect who we are now. In 2026, the future of taste is different and finally, it has its own voice.

Click here to learn more about the 2026 Zero Proof Awards, including how to submit a brand for consideration.