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Arizona-based alcohol-free beer brand Rhinestone has announced a significant retail milestone, securing its first major off-premise listing through a partnership with health-focused grocer Sprouts Farmers Market.

Starting 2 January 2026, the brand will roll out its Mexican Lime six-packs across 47 Sprouts locations throughout Arizona. The launch is strategically timed to coincide with Dry January, leveraging the peak period for the non-alcoholic (NA) category.

Product Proposition and 'Cold-Crafted' Specs

Rhinestone positions itself uniquely within the NA sector by leaning into "Western grit" and nightlife culture, differentiating from the clinical or wellness-first branding often seen in the category. The product is "cold-crafted" to deliver a specific nutritional profile designed for the "sober-curious" consumer.

Technical Specifications:

• ABV: 0.0%

• Calories: 5 per serving

• Carbohydrates: Zero

• Dietary: Gluten-free

• Flavour Profile: Mexican Lime, engineered for high drinkability ("crushability").

Market Strategy and Activation

The partnership with Sprouts represents Rhinestone's transition from a direct-to-consumer and on-premise player to a retail brand. To support the listing, the company is deploying an on-the-ground activation strategy throughout January. This includes in-store sampling, surprise giveaways, and a statewide tour featuring the brand's signature "Rhinestone Rambler RV.

Dustin Johnson, Founder of Rhinestone, commented on the alignment between the brand's roots and the retailer: "Dry January gets bigger every year, but more importantly, drinking culture is evolving year-round. Sprouts shares our Arizona roots and our mission to deliver a better-for-you alternative. From the sober-curious to longtime beer lovers, Rhinestone delivers the flavour, energy and swagger of a beer, without the alcohol, so it fits into any modern lifestyle."

The initial placement covers the month of January, with potential for long-term expansion based on sell-through performance during this critical window.