SCOTTSDALE, Ariz. — Arizona-born non-alcoholic (NA) beer brand Rhinestone is launching its Mexican Lime six-pack across 47 Sprouts Farmers Market stores in Arizona. The rollout begins on January 2, 2026. The timing is set to capitalise on the annual “Dry January” movement. This also marks the company’s first major entry into off-premise retail.
This positioning sets Rhinestone for growth in the rapidly expanding NA beverage category. The brand is targeting the health-conscious consumer base. The product is a 0.0% ABV, 5-calorie, zero-carb, and gluten-free option targeting the “sober-curious” consumer.
The partnership is a significant milestone for Rhinestone, a brand founded in 2025 by entrepreneur Dustin Johnson. Rhinestone offers a lighter, more approachable option in the non-alcoholic segment, aiming to appeal to both long-time beer lovers and those looking to moderate their alcohol intake.
Rhinestone cold-crafts the brews in Arizona. The company offers four styles: Original, Mexican Lime, Blood Orange, and Desert Grapefruit.
The strategy behind the Sprouts partnership
The launch leverages the increasing popularity of Dry January. The movement saw nearly one in three U.S. adults participate last year. Non-alcoholic beer is currently leading overall category growth. By securing placement in Sprouts, Rhinestone gains immediate exposure. Sprouts shares the brand’s Arizona roots and its focus on better-for-you alternatives. This positioning ensures access to a health-conscious consumer base. It strategically aligns Rhinestone with major wellness trends.
Rhinestone will conduct an on-the-ground campaign throughout January to drive awareness and sales. This activation will include in-store sampling and giveaways, featuring the brand’s signature Rhinestone Rambler RV at select Sprouts locations statewide.
The Mexican Lime six-packs will be shelved in the Beer & Wine section through the month. There is potential for extended placement based on strong sales performance following the initial period.
Industry impact: NA market growth
The move reflects a larger shift in U.S. drinking culture toward moderation and wellness. Data shows that the NA beer category is surging, driven by younger consumers who are seeking alternatives that fit modern, health-forward lifestyles.
“Dry January gets bigger every year, but more importantly, drinking culture is evolving year-round,” said Dustin Johnson, founder of Rhinestone. “Sprouts shares our Arizona roots and our mission to deliver a better-for-you alternative.”
This statement frames the partnership as a strategic alignment of brand missions rather than a simple distribution agreement. The emphasis on being “uniquely approachable for the ‘sober-curious’ consumer” highlights the brand’s understanding of the segment’s growth driver.
Why it matters
Rhinestone’s partnership with Sprouts is a strategic move that capitalises on two major CPG trends: the explosive growth of the non-alcoholic beverage category and the sustained strength of “nostalgia-driven innovation.” This strategy shows that even newer segments, like NA brews, are leveraging these established consumer movements for market entry.
This launch confirms that the NA category is maturing beyond large legacy brewers. Smaller, lifestyle-focused brands like Rhinestone are successfully securing prominent retail placement during a critical consumption period.
This strategic timing, combined with a targeted, on-the-ground activation in the brand’s home state, shows how emerging CPG companies operate. They use regional affinity and wellness trends to rapidly build market share against established players.
Editor’s note: Source86 perspective
For manufacturers in the rapidly growing non-alcoholic beverage space, the Rhinestone-Sprouts deal highlights the critical role of ingredient supply chain transparency and specialised co-manufacturing.
The brand makes specific “better-for-you” claims (being 0.0% ABV, 5 calories, zero carbs, and gluten-free). These claims require rigorous FSQA (Food Safety and Quality Assurance) oversight and precise ingredient sourcing. FSQA is especially critical for flavour profiles like Mexican Lime.
At Source86, we help innovative beverage brands, including those in the NA space, navigate these complexities by providing full supply chain management, from bulk ingredient sourcing to private label co-manufacturing.
Our expertise ensures that a product’s ambitious marketing claims (like being “cold-crafted” with unique flavour) rely on a reliable, high-quality production chain. This approach ensures market readiness when a major retail opportunity, such as Dry January, arises. Contact us.
FAQs
A: Rhinestone Mexican Lime is a 0.0% ABV, 5-calorie, zero-carb, and gluten-free non-alcoholic brew. It will be available in six-packs at all 47 Sprouts Farmers Market locations throughout Arizona starting January 2, 2026.
A: Dry January is a popular annual health and wellness challenge where people abstain from drinking alcohol for the entire month of January. The strategic timing helps the company capitalise on the significant consumer focus. This focus is on non-alcoholic and “better-for-you” beverage alternatives during this period.
A: In addition to Mexican Lime, Rhinestone offers three other non-alcoholic brew styles: Original, Blood Orange, and Desert Grapefruit.
A: Rhinestone originally reported this news via PR Newswire. Source86 then used that report as an external source for this article.
External source: RHINESTONE LAUNCHES ITS ALCOHOL-FREE BREWS IN ALL ARIZONA SPROUTS FARMERS MARKET LOCATIONS FOR DRY JANUARY
