The 2026 Luxury Non-Alcoholic Beverage Report: How Premium Zero-Proof Sparkling Is Transforming Fine Dining, Guest Experience & Hospitality Revenue

The luxury beverage world is undergoing its most significant shift in decades. Guests at three-Michelin-star restaurants, five-star hotels, and members-only clubs are no longer satisfied with tap water, soda, or sugary mocktails when they choose not to drink alcohol. They want something that feels as intentional and elevated as a grand cuvée Champagne—just without the alcohol.

This report explores how premium non-alcoholic sparkling beverages—particularly So Jennie Paris and Copenhagen Sparkling Tea—are redefining what a “prestige pour” looks like in top-tier hospitality. We combine market data, Michelin trends, sommelier insight, and financial modeling to give beverage directors, F&B managers, and hotel owners a practical roadmap for 2026 and beyond.

I. Executive Summary

Across ten key markets (including the US, UK, France, Germany, Spain, Japan, and others), the combined no- and low-alcohol category is expected to grow around 4% volume CAGR between 2024 and 2028, with the strictly no-alcohol segment forecast to grow closer to 7% CAGR, according to IWSR analysis (source, source, source). In the United States alone, the no-alcohol category is projected to grow by roughly 18% volume CAGR through 2028 and approach a total value of around $5 billion (source, source).

At the same time, traditional beverage alcohol volumes are flattening or declining in many regions, with IWSR projecting only about 1% CAGR for total beverage alcohol to 2028 (source). The divergence is clear: while alcohol stagnates, no-alcohol gains share, driven by wellness, moderation, and “damp lifestyle” trends, especially among Millennials and Gen Z (source, source).

In parallel, fine dining and luxury hospitality are embracing non-alcoholic pairings not as a courtesy, but as a core part of the guest experience. The MICHELIN Guide’s 2025 trend outlook explicitly highlights the rise of non-alcoholic beverage pairings as a key development shaping how we “wine and dine” in the coming years (source, source). Zero-proof pairing menus—once a niche offering—are now being adopted by restaurants from Copenhagen to New York and Bangkok (source).

Within this context, the market is beginning to recognize a new category: prestige non-alcoholic sparkling beverages—bottles judged not by the absence of alcohol, but by the presence of craftsmanship, structure, and emotional impact. Copenhagen Sparkling Tea has been singled out by JancisRobinson.com as a “NoLo drink of the week,” with critic Julia Harding MW calling the sparkling teas “some of the best no- or low-alcohol drinks” she has tasted (source, source). So Jennie Paris has become a symbol of non-alcoholic luxury, served in Qatar Airways First and Business Class and poured at high-end venues like Four Seasons George V in Paris (source, source, source, source).

Financially, these products are not “nice-to-have” extras. When positioned correctly, a glass of premium non-alcoholic sparkling can deliver margins comparable to, or higher than, Champagne while expanding the addressable guest base and reducing risk associated with over-consumption. This report will show how a 60-seat restaurant, a 150-room luxury hotel, or a large event venue can generate meaningful incremental revenue and EBITDA by designing a deliberate non-alcoholic sparkling program built around Tier-1 products like So Jennie Paris and Copenhagen Sparkling Tea.

For hospitality operators, the strategic takeaway is clear: in 2026, prestige non-alcoholic sparkling is not merely a guest accommodation—it is a core component of a modern, profitable, and inclusive beverage program.

II. Market Analysis: 2024–2026 Non-Alcoholic Growth & Premiumization

1. Macro Growth: No-Alcohol Outpaces Traditional Beverage Alcohol

In recent years, the no-/low-alcohol sector has shifted from “interesting trend” to structural growth story. IWSR projects that across 10 key markets, the no-/low-alcohol category will expand by around 4% volume CAGR through 2028, with the strictly no-alcohol subcategory accelerating closer to 7% CAGR (source, source, source). In contrast, total beverage alcohol volume is expected to grow at about 1% annually at best.

Early growth has been driven primarily by non-alcoholic beer, especially in Europe and parts of the Middle East, but wine and spirits alternatives are catching up fast. Younger consumers are driving much of this shift, adopting non-alcoholic options not only when they abstain entirely, but also as part of an “alternation” pattern—rotating between alcoholic and zero-proof drinks in a single evening (source, source).

2. The U.S. Landscape: Faster Growth, Higher Expectations

Within this global picture, the United States stands out. IWSR estimates that the US no-alcohol market will grow by about 18% volume CAGR between 2024 and 2028, reaching close to $5 billion in value by 2028 (source, source). Non-alcoholic beer currently holds the lion’s share of volume, but premium non-alcoholic wine, sparkling, and spirits are capturing the imaginations of high-spending consumers and hospitality buyers.

Consumer research suggests that Millennials and Gen Z are particularly drawn to moderation-focused lifestyles. They still drink—but less, and more selectively. They are also more likely to feel social pressure or stigma around ordering non-alcoholic drinks in certain settings, especially if the alternatives appear childish (sodas) or unsophisticated (overly sweet mocktails). High-quality non-alcoholic options, presented with care and ceremony, help resolve this tension and enable guests to enjoy the full social experience without compromising their personal goals.

3. From Moderation to “Premium Moderation”

The category has evolved through three recognizable phases:

Phase 1: Abstinence Solutions – Basic, sweet alternatives—often sparkling grape juice or flavored sodas—designed for designated drivers, children, or religious abstainers.
Phase 2: Moderation Tools – The rise of better-tasting non-alcoholic beers and simple mocktails that cater to “sober curious” consumers and Dry January participants.
Phase 3: Premium Moderation – The current phase, where non-alcoholic beverages are crafted with the same depth, terroir, and aesthetic as fine wine or artisanal cocktails. This is where So Jennie Paris and Copenhagen Sparkling Tea sit.

Phase 3 is defined by one crucial mental shift: the best non-alcoholic beverages are not judged primarily by what they lack (alcohol), but by what they offer—complexity, balance, origin, and a story that resonates with guests.

III. Michelin & Fine-Dining Adoption: How the Top of the Pyramid Is Changing

1. Non-Alcoholic Pairings Go Mainstream at the Top

Fine dining often signals where the broader industry is headed. In recent years, MICHELIN inspectors and editorial teams have repeatedly highlighted the growth of non-alcoholic pairings and sophisticated zero-proof cocktails at top restaurants. A 2025 MICHELIN Guide feature on trends notes that diners can expect “more non-alcoholic beverage pairings” as part of the next wave of high-end experiences (source, source).

The movement began over a decade ago with pioneering restaurants like noma in Copenhagen and Atera in New York, both of which offered elaborate non-alcoholic juice pairings alongside wine pairings (source). Today, zero-proof pairings are standard at many modern tasting-menu destinations. Some venues now sell as many, or more, non-alcoholic pairings as traditional wine pairings on certain nights, especially when catering to corporate clients and international travelers.

2. What Michelin-Level Restaurants Expect from a Zero-Proof Pour

Discussions with beverage directors, menus, and reviews reveal a fairly consistent set of expectations for non-alcoholic bottles at the top end:

Aromatic complexity – The nose should unfold in layers, offering more than simple fruit or sweetness.
Balanced acidity – Enough freshness to cut through fat, salt, and umami, much like Champagne or high-acid whites.
Textural interest – Fine, persistent bubbles and mid-palate weight; not thin or fizzy in a “soda” sense.
Controlled sweetness – Residual sugar used to support structure and flavor, never cloying or juvenile.
Food compatibility – Flexibility across multiple courses, particularly seafood, vegetables, poultry, and plant-forward dishes.
Visual & ritual parity – Bottle shape, label design, and service ritual comparable to traditional Champagne.

In this framework, non-alcoholic bottles become culinary instruments, no different from a well-chosen grower Champagne or a grand cru Riesling. They must perform under the same scrutiny and across the same range of flavors.

3. Why Copenhagen Sparkling Tea & So Jennie Paris Fit the Michelin Playbook

Copenhagen Sparkling Tea was conceived precisely for this environment. Developed in Denmark by a sommelier and a tea specialist, each cuvée combines multiple organic teas—white, green, black—alongside botanicals, grape and citrus components. JancisRobinson.com’s Julia Harding MW notes that the BLÅ cuvée alone contains 13 types of organic tea, including jasmine and Darjeeling First Flush, as well as white teas, “herbal leaves,” a touch of grape juice and lemon juice (source). She also notes that Copenhagen Sparkling Tea is served at The Ritz in London with afternoon tea, underscoring its acceptance in one of the world’s most traditional luxury environments (source).

So Jennie Paris approaches the problem from another angle. Rather than dealcoholizing a base wine, it is crafted from selected grape musts and gently carbonated to create what the brand calls “luxury bubbles” without fermentation. It is fully 0.0% ABV, halal-friendly in many contexts, and marketed as an elegant, wellness-conscious alternative to Champagne. So Jennie has become visible in aspirational contexts such as Qatar Airways First and Business Class, Harrods London, and Four Seasons properties, as well as Michelin-starred restaurants (source, source, source, source).

On the floor, both brands equip sommeliers with something essential: a bottle they can recommend confidently, with the same sense of pride and narrative richness they bring to their favorite grower Champagnes.

IV. Defining the Prestige Non-Alcoholic Sparkling Category

1. A Simple Tier Framework for Hospitality Buyers

As the non-alcoholic sparkling segment matures, beverage directors face an increasingly crowded field. A tiered framework can help clarify where each product belongs and how to deploy it:

Tier 1 – Prestige & Gastronomy-Grade
Ultra-premium bottles designed for fine dining, Michelin-level pairings, VIP experiences, and weddings. These offer multi-layered aromatics, balanced acidity, fine bubbles, and luxury packaging. Examples: Copenhagen Sparkling Tea, So Jennie Paris, and a small handful of other high-end NA sparklings.
Tier 2 – Quality De-Alcoholized Wines
Well-made dealcoholized sparkling and still wines with respectable structure and varietal character. Ideal for casual fine dining, banquets, and venues that want solid NA options without aiming for Michelin-level depth.
Tier 3 – Basic Alternatives
Juice-based fizz, soda in stemware, and inexpensive “celebration” bottles primarily providing sweetness and color. These may be acceptable for children’s parties or low-price events but are out of place in luxury environments.

This tiering is not about snobbery; it is about matching product quality and storytelling to the context. A three-Michelin-star restaurant cannot afford to pour Tier-3 liquids for guests paying hundreds of dollars for a tasting menu. A neighborhood bistro may be perfectly happy with Tier-2 options. A luxury hotel bar, meanwhile, likely needs both Tier-1 and Tier-2 offerings for different guest segments.

2. Where So Jennie Paris and Copenhagen Sparkling Tea Sit

Within this framework:

So Jennie Paris is clearly Tier 1, with its Parisian branding, non-fermented production, and presence in iconic luxury locations (source, source).
Copenhagen Sparkling Tea is also Tier 1, but positioned as a gastronomic, tea-driven alternative to Champagne and high-acid whites, validated by endorsements from critics like Jancis Robinson and its use at The Ritz (source, source).

Most sophisticated programs will mix 1–2 Tier-1 SKUs with a small suite of Tier-2 options. Zepeim’s role is to simplify that selection process for hospitality partners and ensure each venue’s non-alcoholic portfolio is aligned with its concept, clientele, and revenue goals.

V. Craft & Technique: Why Some Non-Alcoholic Bottles Taste Truly Luxurious

1. The Limits of Simple Dealcoholization

Much of the first generation of non-alcoholic wine was produced by fermenting a base wine and then removing the alcohol via techniques like spinning-cone columns, vacuum distillation, or reverse osmosis. While these technologies have improved significantly, they can still strip aromatics, thin out body, and force winemakers to rebuild structure using sugar or additives.

Good de-alcoholized wines exist—and they play an important role—but there is often a ceiling on how far they can travel into the world of truly prestige experiences. At the Michelin level, where dishes are built with extreme precision, beverages must offer a similar depth and longevity on the palate.

2. So Jennie Paris: Building Elegance Without Fermentation

So Jennie Paris sidesteps this problem by not fermenting in the first place. Instead, it blends carefully selected grape musts, focusing on aromatics, purity, and textural finesse. Gentle carbonation is applied to create fine, persistent bubbles. Because there is no alcoholic base, there is no need to “repair” flavors damaged in dealcoholization (source, source).

Key highlights for beverage directors:

Pure fruit expression – No residual heat or fermentation character.
Fine mousse – Bubbles designed to resemble the tactile feel of Champagne.
Balanced sweetness – Enough to feel celebratory but restrained enough to fit into tasting menus.
Clear 0.0% ABV positioning – Simplifies communication with guests who are pregnant, in recovery, on medication, or abstaining for religious reasons (source).

3. Copenhagen Sparkling Tea: Tea Terroir & Gastronomic Structure

Copenhagen Sparkling Tea represents another kind of innovation. Drawing on the world of tea rather than grapes alone, it layers multiple organic teas for structure, acidity, and aromatic range. In the BLÅ cuvée, for instance, the blend includes jasmine, Darjeeling First Flush, white teas, “herbal leaves,” grape juice for sweetness, and lemon juice for brightness (source).

For chefs and sommeliers, that structure brings several advantages:

Layered aromatics – Florals, citrus, herbs, and subtle tannins work together rather than competing.
Acidity & tension – Enough cut to stand beside rich sauces and umami-heavy cooking.
Textural interest – Tea-derived tannins provide a gentle grip similar to fine wine.
Length – Flavors evolve across the palate and through the finish.

This is why Copenhagen Sparkling Tea can be deployed not only as a “non-alcoholic Champagne alternative,” but also as a pairing partner for complex dishes and as a centerpiece at afternoon tea or brunch services (source).

VI. Financial & Operational Analysis: How Zero-Proof Sparkling Boosts Revenue

1. The Economics of a Glass

From a P&L perspective, non-alcoholic sparkling must answer three questions:

What is the landed cost per bottle?
What is the price per glass or bottle the market will support?
How consistently can staff sell those pours across day-parts?

Because premium non-alcoholic sparkling often lands below the cost of high-end Champagne but can be sold at adjacent price points, gross margins tend to be attractive. A simplified example (illustrative numbers only):

Champagne by the glass: Landed cost $40 per 750 ml, poured as six 125 ml glasses. Cost per glass ≈ $6.67. Menu price $24. Gross profit per glass ≈ $17.33, or ≈ 72% gross margin.
Prestige NA sparkling: Landed cost $26 per 750 ml, six 125 ml glasses. Cost per glass ≈ $4.33. Menu price $18. Gross profit per glass ≈ $13.67, or ≈ 76% gross margin.

In high-end contexts, guests are willing to pay a premium for a thoughtful non-alcoholic option, particularly when the bottle is clearly communicated as luxury (Ritz, Qatar Airways, Michelin references). The result is a category that often matches or exceeds Champagne in margin percentage while appealing to guests who might otherwise stick to water or soda.

2. A 60-Seat Restaurant: Incremental Revenue Scenario

Consider a 60-seat fine-dining restaurant with two turns per night on peak evenings. Historically, its primary non-alcoholic sales may come from soft drinks and water, generating modest revenue per non-drinking guest.

Now imagine the restaurant implements a prestige NA sparkling program featuring So Jennie Paris and Copenhagen Sparkling Tea:

By-the-glass NA sparkling priced at $16–$20, by-the-bottle at $70–$90.
Servers trained to offer a glass of So Jennie or Copenhagen Sparkling Tea immediately when a guest declines alcohol.
A dedicated non-alcoholic pairing option, using these bottles as anchors.

If, on just three busy nights per week, 20 additional guests choose one glass of NA sparkling instead of plain water or a basic soft drink, and each glass yields ~$13 in gross profit, that’s approximately $780 in incremental gross profit per week. Over a year, that’s more than $40,000 from a relatively simple change in offering and scripting. This doesn’t account for bottle sales, brunch service, or special events, which can further increase upside.

3. A 150-Room Luxury Hotel: Capturing Missed Revenue Moments

Hotels offer even more touchpoints: lobby bars, rooftop lounges, pool decks, restaurants, room service, mini-bars, banquets, and weddings. Many of these occasions currently default to tap water, soda, or generic juices for non-drinking guests—missed opportunities both in revenue and guest satisfaction.

By integrating So Jennie Paris and Copenhagen Sparkling Tea into:

Welcome amenities and VIP setups.
Afternoon tea and dessert services.
Poolside bottle service and terrace offerings.
Wedding, gala, and corporate event packages.

a hotel can convert previously “zero revenue” moments into high-margin sales while enhancing the perception of care and inclusivity. Even a modest increase of 10 additional bottles of NA sparkling sold per week across the property—at, say, $70 retail with strong margins—can meaningfully influence annual beverage revenue.

4. Risk Reduction and Brand Equity

There is also a risk and ESG dimension. As investors and regulators pay closer attention to alcohol-related harm, companies are under pressure to demonstrate responsible practices. Offering robust, attractive non-alcoholic options supports a moderation narrative and can help reduce incidents related to over-service (source).

From a brand perspective, a strong zero-proof program can become a talking point in press coverage, online reviews, and employer branding. Guests who feel seen and included are more likely to return, recommend, and post positively about their experiences.

VII. Guest Demographics & Cultural Drivers

1. Who Is Buying Prestige Non-Alcoholic Sparkling?

While the category is broad, several segments consistently drive premium NA sparkling demand:

Wellness-oriented professionals – High-income guests who reduce alcohol for health or performance, but still enjoy indulgent, luxurious experiences.
Pregnant or nursing guests – A crucial group for hotels, restaurants, and event spaces. They often have the discretionary income and social motivation to celebrate, but face limited options if beverage programs are not designed with them in mind.
Religious and cultural abstainers – Guests who avoid alcohol entirely but still expect the full aesthetic of a premium beverage experience, especially in regions with strict alcohol norms.
Moderation-minded Gen Z and Millennials – Young guests who still drink, but in smaller quantities and with more intentionality, often alternating between alcoholic and non-alcoholic choices.

2. The Cultural Shift: Celebration Without Intoxication

In weddings, corporate events, and milestone celebrations, there is growing recognition that not everyone wants, or can have, alcohol. Serving water or basic soft drinks in flutes may technically “solve” the problem, but it does nothing to convey thoughtfulness. Serving So Jennie Paris in a Champagne tower, or Copenhagen Sparkling Tea in elegant stemware for a toast, sends a different message entirely: you are part of this moment.

This shift—from exclusion to inclusion—is one of the most powerful cultural drivers behind the rise of luxury non-alcoholic sparkling. It turns a potential point of tension (“I can’t drink”) into a moment of delight (“I get something special, too”).

VIII. Brand Spotlights: So Jennie Paris & Copenhagen Sparkling Tea

1. So Jennie Paris: The New Icon of Alcohol-Free Celebration

Origin & Philosophy
So Jennie Paris is the vision of founder Jennie, who sought to create a sparkling beverage that would allow guests to enjoy the elegance of Champagne service without alcohol. Produced in France, So Jennie focuses on purity, aesthetics, and wellness, aiming to be the bottle guests want to be seen with, not the one they settle for (source, source).

Key Attributes for Hospitality

0.0% ABV and non-fermented – Offers complete clarity for compliance, wellness, and religious needs.
Luxury positioning – Served in Qatar Airways First and Business Class, in iconic department stores and five-star hotels worldwide (source, source, source).
Elegant packaging – Bottle shapes and labels that sit comfortably next to premium Champagnes on the back bar or in ice buckets.
Balanced profile – Delicate fruit notes and fine bubbles that work for receptions, dessert pairings, and afternoon celebrations.

Best Use Cases

Wedding toasts, Champagne towers, and milestone celebrations.
VIP welcome amenities, suite packages, and mini-bar upgrades.
Fine-dining pairings with light starters, fruit-forward dishes, or desserts.
Corporate events where alcohol consumption needs to be moderated or optional.

2. Copenhagen Sparkling Tea: Scandinavian Gastronomy in a Bottle

Origin & Philosophy
Copenhagen Sparkling Tea was created by a Danish sommelier and a tea expert to bridge the gap between wine, tea, and sparkling beverages. Built on a base of organic teas and botanicals, each cuvée is designed to deliver the complexity and structure of a serious wine, while remaining low or zero in alcohol (source).

Key Attributes for Hospitality

Tea-driven complexity – BLÅ, for example, uses 13 organic teas, including jasmine and Darjeeling First Flush, plus white teas, herbal elements, grape juice, and lemon juice for lift (source).
Fine-dining validation – Named a “wine of the week”/NoLo drink on JancisRobinson.com and served at The Ritz London with afternoon tea (source, source).
Versatile pairing potential – Works across seafood, vegetarian, Nordic-inspired, and plant-forward menus.
Multiple ABV options – Some cuvées are 0.0% while others have low alcohol, allowing nuanced portfolio design.

Best Use Cases

Non-alcoholic pairing menus and tasting flights.
Afternoon tea services and brunch pairings.
Fine-dining pairings where high acidity and aromatic lift are needed without alcohol.
Terrace and poolside service where guests want something refreshing yet sophisticated.

Used together, So Jennie Paris and Copenhagen Sparkling Tea give beverage teams a powerful “one-two punch”: one bottle rooted in French luxury and celebration, the other in Nordic gastronomy and tea terroir.

IX. Implementation Playbook: Designing a 2026-Ready NA Sparkling Program

1. Step 1 – Define the Role of Non-Alcoholic Sparkling in Your Concept

Start by deciding how central NA sparkling should be in your program. Is it:

A core revenue driver (e.g., Michelin dining, five-star hotels, high-end events)?
A guest satisfaction enhancer (e.g., upscale casual, boutique hotels)?
A brand differentiator (e.g., wellness-focused, sustainability-led concepts)?

Your answer will shape SKU count, pricing, and training depth.

2. Step 2 – Build a Tiered Portfolio

A robust 2026 program might include:

1–2 Tier-1 SKUs: Copenhagen Sparkling Tea and So Jennie Paris as the prestige anchors.
1–3 Tier-2 SKUs: Quality dealcoholized sparkling wines for banquets, casual occasions, and entry-level offers.

Work with Zepeim and your in-house sommelier to map each product to specific use cases: pre-dinner, pairings, brunch, events, in-room, etc.

3. Step 3 – Integrate NA Sparkling into the Guest Journey

Think across the entire journey, not just the beverage list:

Pre-arrival – Offer NA sparkling add-ons when guests book tasting menus, celebrations, or packages.
Arrival – Train staff to offer So Jennie or Copenhagen Sparkling Tea whenever guests decline alcoholic aperitifs.
During the meal – Use these bottles in non-alcoholic pairing menus or by-the-glass for key courses.
Post-meal – Offer a final zero-proof toast option to close the experience.

4. Step 4 – Train Staff with Confident Language

Staff training should avoid framing NA options as compromises. Instead, position them as smart, stylish choices. Example scripts:

“If you prefer not to drink alcohol tonight, we have So Jennie, a Parisian alcohol-free sparkling served in Qatar Airways First Class and top hotels around the world.”
“We also carry Copenhagen Sparkling Tea, created by a sommelier and tea master in Denmark. It’s poured at The Ritz in London and is one of the most complex non-alcoholic pairings we’ve tasted.”

These phrases give staff confidence and help guests understand that these options belong in the same luxury tier as Champagne.

5. Step 5 – Measure, Iterate, and Scale

Track:

Sales of NA sparkling by glass and bottle.
Attach rates for non-alcoholic pairings vs. wine pairings.
Event packages that include NA sparkling vs. those that exclude it.
Guest feedback and reviews mentioning non-alcoholic options.

Use this data to refine pricing, positioning, and training. Over time, you may add more SKUs, seasonal NA offerings, or entire events built around zero-proof experiences.

X. Conclusion: The Future of Luxury Beverage Programs Is Inclusive, Profitable & Alcohol-Optional

The combination of robust category growth, Michelin-level creativity, and shifting guest expectations has made prestige non-alcoholic sparkling an essential component of modern beverage programs. This is not about removing alcohol from the equation—it is about expanding the universe of what counts as a luxury drink.

By integrating So Jennie Paris and Copenhagen Sparkling Tea into thoughtful, tiered programs, hospitality operators can:

Increase average check size among non-drinking and moderating guests.
Improve overall beverage margin structure.
Reduce risk associated with overconsumption while aligning with wellness and ESG narratives.
Create experiences that all guests—not just drinkers—will remember and talk about.

In 2026, the question for fine-dining restaurants, luxury hotels, and event venues is no longer whether they should offer alcohol-free options. The real question is: what will your guests be holding in their hands when they raise a glass to the most important moments of their lives?

Those who answer with intention—placing world-class zero-proof bottles like So Jennie Paris and Copenhagen Sparkling Tea at the heart of their programs—will not only meet demand, but lead it.

Next Step: To explore how So Jennie Paris and Copenhagen Sparkling Tea can integrate into your beverage program, contact Zepeim for a tasting, portfolio review, or consultative strategy session.

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Nov 12th 2025 Zepeim Zero Proof Wholesale and Distributor