TRUCKEE/LAKE TAHOE, Calif. — A new community-inspired initiative, Zero
Proof, For You, officially launched Tuesday in the North Lake Tahoe and Truckee area. It invites 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—one rooted in choice, balance, and belonging rather than labels or judgment. 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. Locally, the film was shown in Tahoe City and Truckee. 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.

“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 launches with a new website www.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.

Zero Proof, For You is a program of The Speedy Foundation. It was funded by a grant from the Katz Amsterdam Charitable Trust in partnership with Tahoe Truckee Community Foundation.

This Dry January, drink differently—and do it together. Community members are encouraged to explore Zero Proof, For You, access resources, and join a growing movement focused on balance, connection, and well-being. Learn more at www.zeroproofforyoutahoe.org and follow along on social media using #ZeroProofForYou.