The Zero Proof adds three vice presidents as growth accelerates

The Atlanta-based non-alcoholic beverage platform named new leaders in sales, finance and strategy as it scales after years of rapid revenue growth and its June acquisition of The New Bar. The hires come as the no-alcohol category moves further into the mainstream and the company looks to expand distribution, partnerships and future acquisitions.

Why it matters: - The Zero Proof is building leadership for a larger national push in non-alcoholic beverages. - The company has doubled revenue for four straight years and surpassed eight figures in annual sales. - Stronger sales, finance and partnerships leadership could help The Zero Proof expand retail, hospitality and wholesale reach while supporting more acquisitions. - The broader category is growing fast. U.S. adult non-alcoholic beverage sales reached $925 million over 52 weeks through mid-2025, up 22% year over year. - The no-alcohol market is projected to approach $5 billion by 2028.

What happened: - The Zero Proof announced three executive appointments on Oct. 29, 2026. - Jill Sites joined as vice president of sales. - Montaser Aboshady joined as vice president of finance. - Brianda Gonzalez, founder of The New Bar, became vice president of strategy and partnerships. - The company is headquartered in Atlanta.

The details: - Sites brings more than 20 years of experience across alcoholic and non-alcoholic beverages. - Sites has held leadership roles at The Pathfinder Spirit, Boisson, Betty Buzz and Breakthru Beverage Group. - At The Zero Proof, Sites will lead sales across wholesale, retail and hospitality accounts. - Sites will also drive distribution for The Zero Proof’s owned and imported brands, including Lapo's Non-Alcoholic Italian Aperitifs, Saint Viviana and Oddbird non-alcoholic wines. - Aboshady joined from The Coca-Cola Company, where he worked in strategic finance. - Aboshady’s background includes commercial finance, FP&A, revenue growth management, and business and market intelligence. - Aboshady holds the Chartered Financial Consultant designation from the Chartered Institute of Financial Consultants. - At The Zero Proof, Aboshady will lead finance, planning and analysis. - Aboshady will oversee pricing and margin strategy and support the company’s acquisition and integration pipeline. - Gonzalez joined after The Zero Proof acquired The New Bar in June 2026. - Gonzalez built The New Bar through retail, e-commerce and hospitality partnerships. - At The Zero Proof, Gonzalez will help define company strategy and guide positioning and growth opportunities for owned brands. - Gonzalez will also develop strategic partnerships across hospitality, entertainment and culture. - The Zero Proof was founded in 2019. - The platform offers more than 400 products across wine, beer, spirits and ready-to-drink categories. - The company acquired The New Bar in June, expanding its non-alcoholic selection. - The acquisition helped make The Zero Proof one of the most comprehensive non-alcoholic offerings in the U.S.

Between the lines: - The hires signal a shift from category growth to operating discipline. - Sites brings distribution expertise for a category still building shelf space and menu presence. - Aboshady adds financial controls as the company weighs pricing, margins and M&A. - Gonzalez brings brand-building experience that could help The Zero Proof turn acquisitions into consumer-facing growth. - CEO Sean Goldsmith said the three leaders strengthen the company’s ability to scale its platform, grow owned brands and continue making smart acquisitions.

What's next: - The Zero Proof will use the new leadership team to deepen its retail, hospitality and wholesale business. - The company is expected to keep investing in owned brands and strategic partnerships. - The finance team will play a larger role as The Zero Proof evaluates future acquisitions and integration opportunities. - Growth in the broader no-alcohol market suggests more room for expansion, but competition for distribution and consumer attention is also likely to intensify.

The bottom line: - The Zero Proof is adding senior operators to match its growth, and the company is positioning itself for a larger role in the fast-expanding non-alcoholic beverage market.