Quit Drinking This January? Discover the Shocking Local Program Transforming Lives with 10+ Mocktails!

Truckee/Tahoe, California — Today marks the launch of a new community-focused initiative, Zero Proof, For You, aimed at reshaping alcohol culture in North Tahoe-Truckee. With a backdrop of a region where drinking is often seen as the norm, this initiative encourages residents and visitors to rethink their relationship with alcohol, emphasizing a more mindful and balanced approach.

Timed with the start of Dry January, Zero Proof, For You promotes inclusivity and connection through choices that foster well-being. This initiative beckons individuals to explore alternatives—whether that means opting for zero- or low-alcohol beverages, taking breaks from drinking, or being intentional about consumption based on personal preferences.

The inception of Zero Proof, For You occurred in June 2024, following a screening of Feel It All, a film featuring professional skier and mental health advocate Drew Petersen. Discussions sparked by the film illuminated a collective yearning for healthier coping mechanisms within a high-pressure resort culture where alcohol consumption is often rampant. Drawing inspiration from the Boozeless campaign in Summit County, Colorado, this initiative represents a locally-driven response to the pressing need for change.

Importantly, Zero Proof, For You is not an anti-alcohol campaign. Instead, it seeks to normalize the idea of mindful drinking by enhancing the visibility of low- and no-alcohol options, spotlighting local mental health resources, and creating an environment where individuals feel empowered to choose how they drink, without the burden of societal labels or judgment.

“In a place where tourism fuels a drink-all-day culture, locals often absorb the same patterns without the reset visitors get when they leave,” said Shannon Decker, Executive Director of The Speedy Foundation. “Zero Proof, For You is about giving people permission to pause, reset, and choose what feels right—for today and tomorrow.”

The campaign’s launch introduces a new website, zeroproofforyoutahoe.org, which features:

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

Zero Proof, For You is a program of The Speedy Foundation and has been supported by a grant from the Katz Amsterdam Charitable Trust in partnership with the Tahoe Truckee Community Foundation.

This Dry January, the community is invited to embrace a different way of drinking and connect with others in this evolving movement. Participants are encouraged to explore all that Zero Proof, For You has to offer, access valuable resources, and join a collective effort focused on balance, connection, and overall well-being. For more information, visit zeroproofforyoutahoe.org and follow the campaign on social media using #ZeroProofForYou.