In a major wellness move, Target will now offer a full section dedicated to booze-less spirits.
As reported on by WWD today, the bull’s-eye retailer is “betting on nonalcoholic beverages by dedicating part of its adult beverage aisle to the category.”
Curated by retail partner Sèchey (a brand that has its own line of nonalcoholic options), the exclusive assortment will include options like Bella Hadid‘s Kin Euphorics, Katy Perry’s De Soi, Ghia, Surely, Mingle Mocktails, and more.
This isn’t the first time Target collaborated with Sèchey. In January, the corporation announced more than 1,000 new wellness-related products to “support guests on their wellness journey without stretching their budgets.”
“With an increasing number of consumers looking for alternatives to alcohol, we’re excited to partner with Sèchey to help give shoppers more choices when it comes to healthier ways to enjoy time with friends or unwind at the end of the day,” said Rick Gomez, executive vice president and chief food, essentials and beauty officer at Target. “Nonalcoholic beverages are a big growth category for us, and this exclusive partnership is another great example of Target’s ability to both curate an assortment that meets changing consumer needs and introduce powerful emerging brands to millions of our guests.”
