Today we’d like to introduce you to Malory Atkinson.
Hi Malory, can you start by introducing yourself? We’d love to learn more about how you got to where you are today?
The idea for The Zero Co started from a very personal place. During my pregnancy, and later while undergoing chemotherapy for cancer treatment, I found myself in a social world that revolves heavily around alcohol—without many exciting or inclusive alternatives. I realized how isolating that could feel, even in simple moments like going out with friends or celebrating milestones.
My husband Cory and I started The Zero Co, Atlanta’s first non-alcoholic bottle shop, to fill that gap. We wanted to create a welcoming, stigma-free space where people—whether sober curious, in recovery, pregnant, or just taking a night off—could explore an entire world of thoughtfully crafted beverages without alcohol.
We opened our doors to offer not just drinks, but community and choice. Today, The Zero Co is more than a retail shop—it’s a space that redefines what it means to celebrate and connect, no alcohol required.
I’m sure it wasn’t obstacle-free, but would you say the journey has been fairly smooth so far?
Like any new concept—especially one that challenges social norms—it hasn’t been entirely smooth. One of the biggest hurdles has been customer education. Many people still assume non-alcoholic means boring, sugary, or just “for pregnant people.” Helping folks understand that these are thoughtfully crafted, complex, and intentional beverages has taken time and a lot of storytelling.
Another challenge has been pricing perception. Sometimes people question why a non-alcoholic bottle might cost just as much—or more—than one with alcohol. What they don’t always see is the craftsmanship, ingredients, and innovation that go into creating these products.
We’ve learned that shifting mindsets takes patience, conversation, and creating a really fun, approachable experience in the shop. And we’re proud of the progress we’ve made in showing people just how exciting the NA space can be especially through our daily rotational samples, weekly tastings, and monthly classes.
As you know, we’re big fans of The Zero Co. For our readers who might not be as familiar what can you tell them about the brand?
The Zero Co is Atlanta’s first non-alcoholic bottle shop, created to offer a more inclusive, intentional beverage experience for anyone choosing not to drink—whether for a night, a season, or a lifetime. We specialize in curated non-alcoholic options across all categories: beer, wine, spirits, aperitifs, adaptogens, and functional drinks.
What sets us apart is our commitment to education and experience. We offer samples daily, so customers can taste before they buy, and our staff is highly trained to help people find products that align with their preferences, values, and reasons for cutting back or opting out of alcohol. We’re not here to judge or push a lifestyle—we’re here to support any reason you might have for skipping the booze.
In addition to retail, we host a wide range of community-focused events—from tastings and pop-ups to monthly classes and custom workshops for corporate clients. Whether you’re exploring NA options for the first time or looking to deepen your knowledge, we provide a space that’s welcoming, informed, and always evolving.
We’re most proud of building a brand that normalizes non-alcoholic choices without stigma—while delivering an elevated, engaging experience.
Do you any memories from childhood that you can share with us?
Spending time with my extended family over the holidays, especially Thanksgiving at my grandparents’ house, running around with my cousins, and drinking juice out of fancy glasses like we were at some big, important party. We were kids, but we were celebrating—no reason needed. I think that joy of gathering, of creating special moments out of ordinary ones, stuck with me. It’s probably a big part of why I love creating spaces like The Zero Co today—places where people can still feel connected, included, and part of the celebration, no matter what’s in their glass.
Contact Info:
- Website: https://thezeroco.co/
- Instagram: https://www.instagram.com/zerocoatl
- Facebook: https://www.facebook.com/thezeroco
- Other: https://thezeroco.co/events
Image Credits
dessa lohrey
