TRUCKEE/TAHOE

A new community-inspired initiative, Zero Proof, For You, has launched in North Tahoe/Truckee, inviting residents and visitors alike to rethink alcohol culture in a region where drinking is often the default, but not always the best fit.

Launching with the start of Dry January, Zero Proof, For You offers a welcoming, inclusive approach to social connection. The initiative encourages people to drink differently, whether that means choosing a zero- or low-alcohol option, taking a night off, or simply being more intentional about how and why they drink.

The idea for Zero Proof, For You was born in June 2024 following a screening of Feel It All, featuring professional skier and mental health advocate Drew Petersen. Conversations following the film revealed a shared desire for healthier ways to cope, connect, and unwind in a high-pressure resort environment where alcohol is often woven into daily life. Inspired in part by the Boozeless campaign in Summit County, Colorado, Zero Proof, For You was developed as a locally grounded response.

Zero Proof, For You is not an anti-alcohol campaign. Instead, it aims to normalize mindful choice by increasing visibility of low- and no-alcohol options, highlighting local mental health and support resources, and creating space for people to make decisions that support how they want to feel today — and tomorrow.

The campaign launches with a new website, zeroproofforyoutahoe.org, featuring:

• Accessible non-alcoholic mocktail recipes.
• A Reset Resources page highlighting local mental health and support services.
• Opportunities for individuals to engage with and shape the growing Zero Proof community.

Learn more at zeroproofforyoutahoe.org and follow along on social media using #ZeroProofForYou.

~ The Speedy Foundation press release