Who we are

Proof & Place was founded by Abbey Conrad, a creative strategist reshaping how the hospitality community thinks about drinking culture. Now five years sober, Abbey launched Proof & Place after recognizing that many venues wanted to meet the zero-proof moment but were still navigating the product knowledge, beverage programming, and partnerships. Today, Proof & Place is a consulting partner built to help the hospitality industry embrace this era as well as capture new guests and the revenue they bring.

Abbey started her work in this space by creating NA Tampa Bay to spotlight the region’s growing zero-proof scene — helping followers discover bars and restaurants that offer thoughtful, well-crafted non-alcoholic options. NA Tampa Bay has been featured by local media, restaurants, and bars — demonstrating the power of awareness and creativity to shape a more inclusive drinking culture.