We take great pride in having some of the top non alcohol buyers judging in our trade buyer-only non alcohol competition.

Our judging partners value the blind tasting judging process that happens by category and price. Many future buying decisions are made during the competition process!

We are proud to have Laura Silverman of Zero Proof Nation involved in the competition. Zero Proof Nation is the Alcohol-Free best source to discover producers, bottle shops and booze free bars from around the world. Laura is advising on the categories and liquid panel selections for this competition.

Below is our current roster of judges. Check back often for updates on more judges as well as additional information in their biographies! 

Abby Ehmann
Owner/Operator of Hekate Cafe & Elixir Lounge

-Certificates/Awards 

#1 Sober Bar in America says TimeOut but I'm not sure it that's a thing!

-What brought you to the non alcohol industry?

As an owner of a "regular" bar, I've seen customers get sober. They couldn't find a place to hang out that had a comfortable atmosphere and the same sense of community. I opened Hekate to offer a welcoming space without the alcohol.

-The future you see for non alcohol products

It doesn't seem to be slowing! But I do see a bit of "shaking out," where less successful brands may fold while those that are doing well really expand. I'm hoping for a few "holes" to be filled.

-Why you are interested in judging in this competition

As a business that receives samples of new products at least once a week, we are always trying new offerings and working on ways to incorporate them into our recipes and our inventory. With over two years of experience serving NA cocktails to the public, we are uniquely situated to know what the public enjoys.

-Most interesting thing you discovered in the non alcohol industry

They really don't enjoy the drinking holidays! We thought a Sober St. Pat's or Cinco de Mayo would be a fun concept but...not really!

-Any other thoughts you would like to add to your profile?

We're super excited to be participating in this movement toward the total normalization of NOT drinking alcohol!

 
Hekate Cafe & Elixir Lounge
Aqxyl Storms
Founder/Owner of Minus Moonshine

-What brought you to the non alcohol industry?

When I purchased my first bottle of nonalcoholic whiskey during the pandemic, I was able to finally quit drinking permanently. Unlike the previous four, five, or six times I'd quit drinking in my 20's and 30's, having a substitute sealed the deal for me. I wanted a place that sold lots of NA products, so I created Minus Moonshine

-The future you see for non alcohol products?

I see endless possibilities, creativity, and innovation in the nonalcoholic drinks space. Brands will grow and end up everywhere. Shops like mine will continue to discover, boost, and uplift small, new, and adventurous, out-of-the-box beverage brands.

-Why are you interested in judging in this competition...trade buyers only and by price and category?

I am so excited to judge this competition. As a former vegan + raw chef and yoga instructor who worked in the wellness space, I am big on taste and also love anything with added benefits from herbs, supplements, etc. I'm all about flavor and layers. I love a sip of something to take me on a journey

-Most interesting thing you discovered in the non alcohol industry?

The greatest thing about being a part of this industry is how many other adults were also seeking things to drink that aren't alcohol. The need was there the whole time. I've made friends with customers, small brand owners, reps... It's a wonderful community for those in it for a sense of purpose

Minus Moonshine-Dry Drinks + Potions
Lars Dahlhaus
Co-Founder of Proof No More
-What brought you to the non-alcohol industry?
Growing up in Germany, I have seen the utility of Non-Alc Beers in every day life since the 90s. But now, in recent years, through technology and innovation, companies and entrepreneurs have been able to create fantastic tasting Non-Alc drinks, that were impossible to make only a decade ago.
 
-The future you see for non alcohol products
NA Drinks will become an option to everyone who loves creative, tasty, and meaningful drinks in their life, but simply doesn't want the side effects of Alcohol.  
 
-Why you are interested in judging in this competition…trade buyers only and by price and category?
I am always curious about how companies are pushing the boundaries to creating amazing drinks. 
 
-Most interesting thing you discovered in the non alcohol industry 
NA Beer that actually tastes like regular Beer. It's virtually the same taste, smell and enjoyment. Just without the hangover the day after. 
 
Any other thoughts you would like to share?
I want to normalize NOT-Drinking! It's totally OK to skip a drink, or give up drinking for a month, a year, or forever. The choices are yours, and knowing that complex drinks still exist, make it even easier.  
Proof No More
Alex Highsmith
Co-Owner and General Manager of Spirited Away
-Title/role
Co Owner and General Manager

-Certificates/Awards if you have any of them
N/A

-What brought you to the non alcohol industry…share what you want to share
Well I've been sober in New York City for about 8 years. I started a sober women's social group at the beginning to make connections. That introduced me to Spirited Away and Douglas Watters. When I walked into the store, as a person 4 years sober and bored of seltzer, I had a complete emotional experience. I felt so seen. All these things on the shelves were for me! I was hooked. Became GM and later co-owner of the shop.

-The future you see for non alcohol products
I think they'll be fully integrated into everyone's bars, both at home and on premise. It will be less divisive, less black and white. More functional beverages at concert venues, more incorporation into both regular, low and non abv cocktails, I see them featured in gen z weddings, all corporate events (bye bye scary boozy christmas parties!), and arenas where large gatherings occur (think World Cup in Qatar"). I think the pendulum will fall somewhere more in the middle of culture than be so extreme like it is now.

-Why you are interested in judging in this competition…
Because I"ve been in the industry, in a peak market (NYC) since NA really got going, and I'd love to see what other countries have going on, and how other people respond to these products. There's really no accounting for taste and I think we're in the most interesting time to taste new things that there's ever been!
 
trade buyers only and by price and category…your way to promote and discover new products

-Most interesting thing you discovered in the non alcohol industry
That Copenhagen is operating far and away beyond what we're doing in the USA in terms of non alc. I'm fascinated by the distillation technology and incorporation of natural processes and ingredients in that place! Three of our top sellers come from there.

-Any other thoughts you would like to add to your profile?
Non Alc is for everyone! Thank you for having me as a judge, I'm honored!
Spirited Away
Sam Bail
Founder Third Place Bar

-What brought you to the non alcohol industry 

I've been hosting alcohol-free events in New York City since late 2022 and have been deeply involved in the local and national non-alc community. I initially started Third Place Bar because I wanted to provide an alternative to nightlife and socializing that revolves around alcohol
 
-The future you see for non alcohol products
As consumers are becoming increasingly aware of the benefits of mindful drinking, I believe that non-alcoholic products will become as commonplace in hospitality as vegetarian options did 10 to 15 years ago. I'm also seeing rapid development in the field and leaps in the quality and variety of products
 
-Why you are interested in judging in this competition…trade buyers only and by price and category 
This is an amazing opportunity to give recognition to some of the outstanding products in the industry
 
-Most interesting thing you discovered in the non alcohol industry
I'm closely watching the development in non-alcoholic wines, especially red wines, as this is an incredible opportunity with room for significant improvement and growth. 
Third Place Bar
Jonas Mendoza
Category Manager - Beverages (Alcoholic & Non-Alcoholic)

-Certificates/Awards if you have any of them: WSET Level 3 - Wines, Certified Sommelier

-What brought you to the non alcohol industry…share what you want to share: I had worked in the alcohol industry for the past 10 years and saw the significant growth in non-alcoholic products over the past several years.

-The future you see for non alcohol products: A sustained trend that will be enhanced by people more focused on wellness and also what they eat/drink

-Why you are interested in judging in this competition…trade buyers only and by price and category…your way to promote and discover new products: Discover new products!

-Most interesting thing you discovered in the non alcohol industry: It's expanding so rapidly.

-Any additional thoughts? Very enthusiastic to judge! There are so many interesting products in this space and so much innovation.

Fresh Direct