In this edition of Let's Talk Proof, we sat down with Andy Borbely, National Advocacy Director at BARE Zero Proof Spirits, to talk about field performance, data visibility, and how Overproof helped transform their execution strategy. But our conversation went beyond technology. We got a deeper look at BARE’s culture, their advocacy approach, and what it means to lead in the zero proof movement.
BARE, a growing nonalcoholic spirits brand, is on a mission to lead the premium category of zero proof spirits. As part of their growth, BARE’s advocacy team needed a way to capture their work in a quantifiable way that aligned with the company’s strategy. Enter Overproof.
Q: Can you introduce BARE for those who might not know the brand yet?
Andy Borbely: BARE is a small and growing nonalcoholic spirits brand, and we’re working to lead the premium category of the zero proof spirits sector. It’s an innovative part of the industry, and we’ve found that showing up matters. Our advocacy team plays a huge role in helping consumers and accounts understand that nonalcoholic doesn’t mean less than. We’re offering a thoughtful alternative, and we care deeply about how our brand is experienced.
Q: What does advocacy mean to your team at BARE?
Andy: For us, advocacy isn’t just about brand awareness, it’s about relationship building. We show up, we follow up, and we really try to be present in a meaningful way. The wins don’t always happen overnight. Sometimes it’s scanning a menu one visit at a time, sometimes it’s having a real conversation with a bartender or buyer who’s never carried a nonalcoholic spirit before. That’s what we live for.
Q: What problem were you trying to solve when seeking a solution like Overproof?
Andy: We were trying to link the qualitative wins of brand advocacy into quantifiable data. Overproof allows us to be in the field and execute in the ways we need to, but it also gives us the structure to track those wins and report back. We needed to be able to demonstrate our success in measurable terms. But it’s not just about data. Our team is deeply relationship driven, and we wanted a way to tie that human side of advocacy into a larger strategic picture.
Q: What specific benefits have you experienced from using Overproof?
Andy: It’s given us the ability to articulate our field wins up through the organization. It connects VIP account visits, menu placements, and more. It brings alignment between our field teams and executives and gives our leadership visibility into what’s working. A lot of advocacy is built on personal wins, individual reps creating connections, and Overproof helps us connect those efforts to bigger outcomes. It really demonstrates the arc of showing up.
Q: Has your business been impacted since starting with Overproof?
Andy: There’s definitely more alignment. Everyone’s pulling toward the same goal now. The tool is easy to deploy and intuitive. When tools are too difficult, you see diminishing returns. That hasn’t happened here. We now have a much clearer picture of what our advocacy team is doing and how it impacts outcomes. That clarity helps not only for internal strategy, but also in reinforcing our position in the zero proof movement.
Q: If you had to choose one, what’s your favorite part of your job and why?
Andy: I love the personal pride in menu discovery. I go into venues that don’t carry our product, scan the menu, and then work with the team all the way through until I see BARE featured. It’s a full circle moment. I look at those menus like collectibles, like a little Pokémon challenge. It’s small but powerful. That attention to detail and care for the process is at the heart of what we do.
Q: Why did you choose Overproof?
Andy: It was easy. We didn’t do an exhaustive search because we already had a relationship with the team at Overproof. They were responsive, open to feedback, and committed to building the right tool. That trust made it easy to sign on. We knew this space, we knew what we wanted, and they listened.
Q: What sets Overproof apart from other platforms you’ve seen or used?
Andy: Their responsiveness. They actually listen. Whether it’s adding features or tweaking the platform, they’ve made changes based on our real field feedback. That’s rare. It shows a true partnership. And it reflects our own brand values, being present, listening to the market, adapting. That alignment made the collaboration work.
Q: Any final thoughts?
Andy: I’m a firm believer that no analytics tool can fully define what advocacy is, but Overproof comes close. It captures the full arc of our work, from the initial account visit to a menu placement. And it continues working in the background, pulling insights that help us move smarter. It’s the closest thing I’ve seen to tracking the butterfly effect in advocacy, from a single placement in New Orleans to menu traction in Washington, D.C., to influence in Tokyo. And when you have advocates scanning menus like it’s a Pokémon challenge? That’s how you know the culture is real.
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