# #178 - Buyer Spotlight: Sean Goldsmith, The Zero Proof (DTC Non-Alc Retail)

- Show: [The Startup CPG Podcast](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast)
- Published: 2025-01-14
- Length: 34m
- Episode: 111
- Page: https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2025-01-14-178-buyer-spotlight-sean-goldsmith-the-zero-proof-dtc-non-alc-retail
- Listen: https://share.transistor.fm/s/7e25b620

## Summary

Sean Goldsmith, co-founder and CEO of The Zero Proof, the largest online retailer for adult non-alcoholic beverages, discusses the booming NA market, driven by wellness trends, Dry January, and the impact of Ozempic on alcohol cravings. He explains that while beer dominates the category by volume, spirits and RTDs are growing fastest, with millennial women currently leading adoption. Goldsmith details The Zero Proof’s evolution from a blog to a dominant DTC platform, outlining their wholesale requirements, including high margins, SRP adherence, and marketing investment from brands like Athletic Brewing, Oddbird, and Ish.

## Outline

1. Introduction: Sean Goldsmith and The Zero Proof
2. Dry January Trends and Consumer Motivations
3. Ozempic's Impact on Alcohol Cravings
4. Category Breakdown: Beer, Wine, and Spirits
5. The Zero Proof Origin Story and Business Model
6. Working with The Zero Proof: Pricing and Margins
7. Future Predictions and Industry Presence

## Topics

- [Direct-to-consumer & e-commerce](https://hardwarepodcasts.com/topic/direct-to-consumer)
- [Retail, wholesale & distribution](https://hardwarepodcasts.com/topic/retail-and-distribution)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Pricing, margins & unit economics](https://hardwarepodcasts.com/topic/pricing-and-unit-economics)
- [Validation & product-market fit](https://hardwarepodcasts.com/topic/validation-and-product-market-fit)

## Most relevant to

companies scaling up

## Mentioned

- The Zero Proof (company)
- Athletic Brewing (product)
- Guinness Zero (product)
- Oddbird (product)
- Ish (product)
- Seed Lip (product)
- Ritual (product)
- Olipop (product)
- Poppy (product)

## Related episodes from other shows

- [259 - It's definitely NOT beer with Not Beer founder Dillon Dandurand](https://hardwarepodcasts.com/podcast/people-of-packaging/2024-05-01-259-its-definitely-not-beer-with-not-beer-founder-dillon-dandurand) (People of Packaging)
- [Advice Line with Travis Boersma of Dutch Bros](https://hardwarepodcasts.com/podcast/how-i-built-this/2025-02-13-advice-line-with-travis-boersma-of-dutch-bros) (How I Built This)
- [Athletic Brewing Company: Bill Shufelt](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-11-18-athletic-brewing-company-bill-shufelt) (How I Built This)
- [Advice Line with Andy Dunn of Bonobos](https://hardwarepodcasts.com/podcast/how-i-built-this/2025-04-17-advice-line-with-andy-dunn-of-bonobos) (How I Built This)
- [Advice Line with Steve Ells of Chipotle](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-04-09-advice-line-with-steve-ells-of-chipotle) (How I Built This)

## Citing this page

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