Veronica Chaparro, Her Hustle, Her Tenacity & the Cultural Shift She Represents

It started with "Dry January." Now it's a year-round revolution, and it's happening at your bar, right now. This is your wake-up call. Gen Z is drinking less than any generation in history, and they are demanding better options. While many are just noticing, Veronica Chaparro saw the future.

Veronica Chaparro earned her stripes in the trenches. She hustled her way from Disney retail to the demanding NYC bar scene, becoming a respected bartender and brand ambassador. She was in the game. Now, as a Market Specialist for Diageo's non-alcoholic brands like SEEDLIP and Ritual, she is shaping the very business she grew up in.

In this episode, Veronica breaks down how the "sober curious" mindset is changing the bar industry forever. This isn't just a trend; it's a new market and a massive career opportunity for bartenders, ambassadors, and brands who are smart enough to pay attention. This is a story about what's next, and it's a playbook for anyone in hospitality who wants to get ahead of the curve.

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