Today we’d like to introduce you to Kate Danaj.
Hi Kate, thanks for joining us today. We’d love for you to start by introducing yourself.
Hello! I’m Kate Danaj, founder of Clarity Zero-Proof Lounge. When I decided more than seven years ago that alcohol was not serving me any longer, I decided to give up drinking for Lent and was surprised that I made it through successfully. Realizing how much better I felt without “wine-o’clock” cravings, boozy brunches, or dreaded hangovers — I wanted to keep myself accountable to a mindful-drinking path. That’s when I came across two books (This Naked Mind by Annie Grace and Kick the Drink Easily by Jason Vale) that dramatically changed my life.
I felt like I took the red pill, tumbled down the rabbit hole, and became “unplugged” from the Matrix of alcohol that had cast a haze over my life. It was surprisingly easier than I expected to almost completely cut booze from my life after seeing alcohol for what it actually is — a toxic depressant that our healthy bodies treat as poison. I realized alcohol wasn’t making me more relaxed, fun, effervescent, or witty — I already had those qualities inside me — but instead, it made me feel tired, cranky, foggy-headed, and anxious. And on top of that, much of the allure of alcohol was coming from shiny ad campaigns and eye-catching packaging (and we know how that turned out for the tobacco industry!).
So after drinking moderately for six years, I decided to go completely alcohol-free on December 28, 2021, and haven’t looked back. Knowing that I wanted to get involved in the AF space, I enrolled in and graduated from SansBar Academy – a comprehensive 10-week instructional course — which ignited even more passion for the spirit-free category. I kicked-off my first zero-proof pop-up event in honor of Dry July 2022 and was recently named one of Los Angeles’ most fascinating people for 2022.
I’ve hosted six events and am planning my next two — one on Cinco de Mayo 2023 and another at the prestigious Manhattan Wine Auction where I’ll be returning for the second time. I also have begun hosting private events and am available to craft beautiful AF beverages to celebrate special occasions such as baby/bridal showers, business meetings, birthdays, weddings, or any occasion where guests would like a healthy, inclusive option.
I received my Master’s from Northwestern University and have specialized in marketing, marketing research, and customer user-experience research across my 25-year career, consulting for an array of global brands, including Amazon, Disney, FedEx, Facebook, Google, Instagram, Microsoft, Nintendo, Twitter, and many more.
In my free time, I enjoy mixing up non-alcoholic cocktails, sharing drink recipes with other AF aficionados on my “Sober in the Southbay” social account, exploring plant-based cooking, hanging out with her two young-adult sons, walking along the beach, traveling, and cheering for the Rams.
We all face challenges, but looking back would you describe it as a relatively smooth road?
It’s been a little more challenging that I thought, especially because I initially had hoped to also serve as a conduit for small, boutique alcohol-free brands to be served in restaurants and bars in the area. I feel like this is finally starting to happen, but it’s been a slow process convincing food and beverage managers that they should stock alcohol-free products (especially post-COVID when they fear taking a potential risk) and that their guests will pay for n/a drinks.
This past Dry January has been a turning point, I think, in forging more acceptance of the n/a space and why it’s an important (and moneymaking!) opportunity for hospitality establishments.
Great, so let’s talk business. Can you tell our readers more about what you do and what you think sets you apart from others?
We’re Clarity Zero-Proof Lounge, and we specialize in creating alcohol-free experiences. We believe that people who choose not to drink — for a reason, a season, or forever — deserve a warm, welcoming, and inclusive space of their very own.
Hosted as regular pop-up events in the Los Angeles Southbay, Clarity Lounge lets guests experiment, explore, & enjoy a delicious spectrum of zero-proof wines, beers, and crafted cocktails while still feeling fun, fancy, and social — without a hangover in sight.
At a Clarity Lounge event, our guests feel… SPIRITED without the spirits… SAUCY without the sauce… and BETTER than ever without the booze.
We focus on the Los Angeles South Bay area and are closely associated with other local n/a event providers, such as ZeroProofed and Licoeurbar. We believe the alcohol-free lifestyle is growing — and here to stay — and are excited to work together as a way to support and recognize health-focused individuals across LA who choose not to drink – whether for an evening, a reason, or a season. We’ve got you!
Risk taking is a topic that people have widely differing views on – we’d love to hear your thoughts.
After the technology layoffs impacted my career as a user-experience researcher last year, I faced a crossroads moment. I could continue to try freelancing in the tech space or I could use this as a moment to finally take a big risk — to attempt to get my non-alcoholic event business off the ground. Based on the camaraderie, friendship, and feel-good moments I’ve found forging ahead in this space, it’s clear that the reward has absolutely outweighed the risk.
Contact Info:
- Website: www.claritylounge.com
- Instagram: ClarityZeroProofLounge
- Facebook: ClarityZeroProofLounge
