Rhinestone, the new Arizona-born line of alcohol-free brews built for both drinkers and non-drinkers, announced its retail partnership with Sprouts Farmers Market, rolling out its Mexican Lime six-pack across 47 Arizona stores starting January 2, 2026. The placement marks Rhinestone’s first major entrance into off-premise retail and a milestone for the fast-growing NA beer brand.
As Dry January continues to surge, with nearly 1 in 3 U.S. adults participating last year and non-alcohol beer leading category growth, Rhinestone will leverage its Sprouts partnership to deliver one of the lightest and most approachable options in the non-alcoholic category, making it uniquely approachable for the “sober-curious” consumer. Cold-crafted in Arizona, Rhinestone leans into Western grit, nightlife culture, and the social side of drinking with brews that are 0.0% ABV, 5 calories, zero carbs, gluten-free, and a flavor profile engineered for crushability.
“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. From the sober-curious to longtime beer lovers, Rhinestone delivers the flavor, energy and swagger of a beer, without the alcohol, so it fits into any modern lifestyle.”
Throughout January, Rhinestone will activate an on-the-ground Arizona presence, including in-store sampling, surprise giveaways, and its signature Rhinestone Rambler RV rolling up to select Sprouts stores statewide.
Rhinestone Mexican Lime six-packs will be available in the Beer & Wine section at participating Arizona Sprouts locations January 2 through the month, with opportunity for expansion based on performance.
