In a world where mindful living is no longer a trend but a movement, one brand is shaking up the status quo of luxury sipping – without a single drop of alcohol. Say hello to BARE Zero Proof Spirits, the unapologetically bold, barrier-breaking brand that’s just been named Best Premium Non-Alcoholic Spirits in the USA for 2025 by Luxury Lifestyle Awards.

At the heart of this cultural shift is James Kempland, the visionary CEO and Co-Founder behind BARE Zero Proof’s trailblazing rise. What started as a mission to offer inclusivity in every pour has exploded into a revolution in modern mixology, where a tasteful, authentic cocktail experience,, sophistication, and zero-proof indulgence rule the glass.

In this exclusive conversation with Alexander Chetchikov, President of the World Luxury Chamber of Commerce, we dive deep into what luxury means in 2025, why digital disruption is changing the way we celebrate, and how BARE Zero Proof^® is rewriting the rules of the spirits game – boldly, consciously, and without compromise.

Questions:

Alexander Chetchikov: Welcome and congratulations on this extraordinary achievement! James, let’s start with a big one – what does “luxury” mean to you in today’s world? Has your personal definition of luxury evolved over the years?

James Kempland: Absolutely. For me, luxury used to mean scarcity — things not everyone could access. Now, luxury is about intentionality. It’s about choosing experiences that are meaningful, inclusive, and high-quality. Luxury today is rooted in values. That evolution is what inspired BARE Zero Proof: a spirit experience crafted without compromise, made for anyone who chooses to live with clarity and presence.

AC: With digital transformation reshaping every industry, how do you see the luxury sector adapting? Is it possible for luxury to remain exclusive in a hyper-connected world?

JK: Exclusivity in the traditional sense is fading — and that’s a good thing. Digital access is democratizing what was once off-limits. The future of luxury is curated access, not gatekeeping. At BARE Zero Proof, we use digital platforms to invite more people into the experience — not dilute it, but elevate it by making it more human, more intentional, more authentic for all lifestyles.

AC: Inclusivity and representation are now seen as pillars of modern luxury. How important is it for luxury brands to reflect the diversity of the communities they serve?

JK: It’s essential. Luxury without representation is tone-deaf. At BARE Zero Proof, we represent and celebrate Black, LGBTQ+, women, and traditional-led leadership because that’s who we are. And when your leadership reflects your audience, your product becomes a mirror — not a mask. That authenticity shows up in every pour, every message, and every connection we make. This aspect of our message and representation is more important now than ever.

AC: As someone now recognized as an avant-garde leader in your space, how important do you think collaboration is within the luxury industry? Could cross-industry partnerships redefine what’s next?

JK: Collaboration is the next luxury. Cross-industry partnerships — from fashion to hospitality to wellness — allow us to co-create experiences that transcend categories. With our authenticity and superior quality, BARE Zero Proof® has been paired with Michelin-star chefs, boutique hoteliers, and high-end wellness retreats. These experiences invite consumers into a lifestyle — not just a label.

Cultural icons like Pharrell — who abstains from alcohol — are reshaping what modern luxury looks like. Yet, traditional celebrations still revolve around alcohol by default. BARE Zero Proof® shifts that paradigm. We’re offering a new way to celebrate — one that honors personal brilliance, values-driven living, and the freedom to choose differently without giving up elegance or depth.

AC: BARE Zero Proof isn’t just a product, it’s a bold cultural statement. What inspired you to create a luxury brand that intentionally leaves alcohol out of the equation?

JK: I have spent a good portion of my career in luxury spirits.  I saw the moderation trends early wanted to challenge the cultural script — that alcohol is the default marker of celebration. BARE Zero Proof was born out of a desire to reframe that narrative. We took our time to create the authentic experience where others rushed for the big buck. We believe you can drink less and live more.  Removing alcohol wasn’t a compromise. It was an invitation to rethink everything, and we purposely crafted the zero-proof cocktail for a complex, premium, yes  – luxury experience. 

AC: From tequila and bourbon to spiced rum, BARE’s zero-proof spirits are anything but basic. What’s the secret to crafting complex, premium expressions without alcohol?

JK: It starts with understanding that complexity doesn’t require alcohol — it requires intention. Our compound blends are rooted in the same building blocks that top mixologists use: botanicals, heat, tannins, and texture. We test rigorously — not just for taste, but for mouthfeel, finish, and how the spirit behaves in cocktails. This isn’t a substitute — it’s a new standard.  Our consumer, and many of our consumers drink alcohol, are choosing BARE Zero Proof as that standard.

AC: Your win as Best Premium Non-Alcoholic Spirits in the USA is huge. How does it feel to be recognized by Luxury Lifestyle Awards – and what does this mean for your community and customers?

JK: It’s deeply validating. This has been quite a journey to create excellence — and we have. What makes this award from Luxury Lifestyle Awards so meaningful is that it breaks from outdated alcohol standards. BARE Zero Proof® was crafted for cocktails and we were recognized  on our own terms, and that makes this win even more powerful. They see what we see: that sober isn’t secondary — it’s a legitimate, luxurious lifestyle.

For our community, this is a moment of pride. And when we say “community,” we mean everyone who’s ever felt left out of the toast — from sober-curious consumers to identity-driven trailblazers, from cultural tastemakers to those simply choosing to live with clarity and intention.

For our customers, it’s confirmation that choosing BARE Zero Proof® is not just acceptable — it’s exceptional. They deserve premium experiences — no compromises, no stigma. This win gives people permission to celebrate differently with BARE Zero Proof® at the center.

AC: As a Black, LGBTQ+, and woman-owned brand, BARE Zero Proof is leading by example. How has your identity and lived experience shaped your leadership and your company’s DNA?

JK: It’s everything. Our lived experiences fuel our commitment to visibility, equity, and authenticity. We know what it means to navigate spaces not designed for us — so we’re building new ones. At BARE Zero Proof, inclusion isn’t a box we check. It’s the reason we exist. When you are on the outside looking in or no one sees a reason to accommodate you on a menu, despite it being profitable, we will change that. Our leadership reflects our values. And our product reflects our people, of all walks of life.

AC: Let’s end with a toast – without alcohol, of course. What’s your boldest hope for the future of BARE, and for how we all raise our glasses in the years to come?

JK: My boldest hope is that one day, no one asks “why zero-proof?” — they simply ask, “what are we celebrating?” That what’s in our glass reflects not just what we’re drinking, but how we choose to live: boldly, intentionally, and without compromise. And that BARE Zero Proof® continues to lead that shift — where style meets substance, where every toast includes everyone, and the liquid is proof: there’s nothing mock about it.

From redefining luxury to shaking up the spirits scene, BARE Zero Proof is proving that sober can be seriously stylish. With bold flavor, barrier-breaking values, and booze-free brilliance, this award-winning brand isn’t just raising the bar – it’s rewriting the rules. Cheers to sipping differently, and to the bold future of spirits – one zero-proof pour at a time!

Get ready to drink differently. Explore the sober and stylish world of BARE Zero Proof Spirits at https://enjoybare.com/