Tune in to my conversation with Elizabeth Gascoigne, Founder and CEO of Absence of Proof. It's a non-alcoholic event curation company, online bottle boutique, and beverage distributor, pushing the world's capability to have and enjoy boozeless experiences.

Gen Z drinks an estimated 20% less per capita than their millennial counterparts (1). Since the 1970s, and especially from 2010 to 2020, we've seen massive declines in underage alcohol use (2) (3).

There are more non-alcoholic bars, events, and pop-ups than ever. Companies like Kin Euphorics and Liquid Death are popularizing an "out loud" version of abstaining. And Absence of Proof is helping elevate non-alcoholic nightlife as an alternative to drinks-based norms.

And today, we chat about Elizabeth's founder journey, the mechanics behind her many-business-model, bootstrapped business, her view on other non-alcoholic beverage companies, the demographics at play, how she views venture capital having not yet taken it on, and we even cover Andrew Huberman as it relates to a mission-driven founder staying aligned to their movement and zeitgeist. A fun conversation with a super compelling entrepreneur.

This is Episode 005 of The Sherveen Show.

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Follow Elizabeth: https://www.linkedin.com/in/elizabeth-gascoigne

1: https://globalnews.ca/news/9411516/alcohol-consumption-decline-gen-z/

2: https://pmc.ncbi.nlm.nih.gov/articles/PMC7612362/

3: https://news.gallup.com/poll/509690/young-adults-drinking-less-prior-decades.aspx

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