Arizona shoppers can try Rhinestone’s alcohol-free beers at every Sprouts this Dry January — a small but telling retail move

A seasonal launch aimed straight at the sober-curious crowd

Rhinestone is putting its alcohol-free beers on shelves in all 47 Sprouts Farmers Market (SFM) locations across Arizona to coincide with Dry January. The move is a brand-level push: shoppers will be invited to swap their usual post-work beer for a zero-alcohol option during a month when many people cut back on booze. The basic commercial ask is simple — get trial in a concentrated market during a high-interest moment, then try to turn that trial into regular purchases.

How the Sprouts deal will look on the floor

The company says the roll-out includes several SKUs of its non-alcoholic brews, placed in a mix of chilled coolers and dedicated aisle space. Expect a small number of core SKUs to appear first — the kinds of flagship bottles or cans Rhinestone promotes most — with an eye toward endcap placements tied to Dry January promotional displays. The launch window begins ahead of January and the chain plans in-store promotions like signage and sampling where allowed.

In its announcement, Rhinestone’s team framed the partnership as a timed boost around the New Year: “We’re excited to partner with Sprouts to bring our alcohol-free brews to Arizona customers for Dry January,” the release said, positioning the roll-out as both an awareness and sales driver. Sprouts did not announce a national roll-out; this is a focused, state-level test inside a natural-foods grocer known for health-minded shoppers.

What this means for Rhinestone and Sprouts

For Rhinestone, this is classic small-brand growth work: secure distribution, get visibility in coolers where shoppers make impulse decisions, and prove the product can move in a health-forward grocery chain. If sell-through is solid, the brand can ask for more shelf space, deeper coolers, or rollout to other regions. That translates to modest revenue upside at first — this is not a national supermarket agreement — but it creates a data point investors and partners watch: can Rhinestone convert trial into repeat buys?

Sprouts (SFM) gets a product that fits its customer base: people who shop for fresher, healthier options and may be interested in cutting back on alcohol without giving up ritual. The chain also benefits if the new SKUs increase foot traffic or basket size during a slower post-holiday month. That said, the deal is unlikely to move Sprouts’ top line in a material way on its own. For a public investor, this looks like a category-play: Sprouts expanding non-alc options to meet consumer trends, but not a transformative event for the company’s earnings.

Investors should watch a few key metrics if they care about whether this launch matters: weekly sell-through rates on the SKU set, the speed and size of reorders, any move from secondary placement to primary endcaps, and the average price per unit versus expected margins. For Rhinestone, net-new accounts opened and distribution depth (how many stores carry multiple SKUs) will signal whether this is a toe-dip or the start of broader grocery growth.

A broader tailwind: Dry January and the non-alc surge

Non-alcoholic beer has been riding a steady wave of interest from the sober-curious and health-conscious shoppers. Dry January has become a calendar moment that retailers and brands use to highlight these products. Large brewers and small craft brands alike have been expanding offerings, and grocers are responding by carving out shelf and cooler space.

Competition is intensifying: national alcohol-free launches, new formats like mixed cans and craft NA lagers, and retailers offering dedicated sections for sober-curious items. In Arizona specifically, health trends and a year-round social scene mean a ready audience for NA options, especially in an operator like Sprouts that caters to wellness-minded consumers.

Follow-up checklist: the short list to track

• Weekly sell-through by store for the first 4–8 weeks.
• Whether Sprouts expands placement (from cooler to endcap or from single-SKU to multi-SKU) after Dry January.
• Reorder cadence and order size from Sprouts — early reorders signal strong demand.
• Geographic roll-out to other Sprouts regions or to different chains.
• Promotional cadence: whether Rhinestone and Sprouts run repeat promotions outside of January.

Updates are most likely to appear as new press releases from Rhinestone, merchandising reports or circulars from Sprouts, and anecdotal reporting from store visits during and after Dry January.

Photo: ELEVATE / Pexels

Sources

• prnewswire.com