Grocery & Supermarkets

A non-alcoholic set that spans everyday to luxury

A grocery shelf has to move volume and capture the gift. The strongest sets run good-better-best — recognizable everyday bottles that turn, plus a champagne-style facing for the occasion.

channel for buying non-alcoholic drinks — ahead of every other outlet

+26%

year-over-year growth in U.S. non-alc beer, wine & spirits

80%+

of category growth driven by $100K+ households

$5B

projected U.S. non-alcoholic category by 2028

Sources: Grand View Research / NielsenIQ / IWSR / Gallup, 2025–2026.

The opportunity

From a few rows to a destination aisle

Non-alcoholic has crossed from specialty into the weekly shop. More than a third of shoppers now buy the category at grocery — more than at any other channel — and awareness is climbing fastest among younger, higher-spending households. As U.S. drinking rates fall, the alcohol-free set has become a genuine traffic driver, not a courtesy.

The opportunity is also being left on the table. Most grocers still under-merchandise the category — a tiny shelf-edge sign, a few bottles lost beside the sparkling water, no clear section. The stores winning the basket do the opposite: they treat non-alcoholic as its own destination, sign it clearly, and stock it with a real good-better-best range so a shopper can find an everyday pour and a gift-worthy bottle in the same trip.

The merchandising gap

Why most grocery sets underperform

The category rarely fails on demand — it fails on presentation. The difference between a set that turns and one that stalls comes down to a handful of merchandising decisions.

What loses the category

× A few bottles scattered into the wine or water aisle with no section of their own

× A printer-paper sign that shoppers walk past without registering

× Entry-price bottles only — nothing for the gift or celebration basket

× One or two facings of everything, so fast movers sell out and look unpopular

What builds the category

✓ A dedicated, clearly signed “Non-Alcoholic” section — the move H-E-B’s Central Market uses to own the category

✓ Subcategory signage (wine · sparkling · spirits · aperitivo) so the set is easy to shop

✓ A full good-better-best range, including a luxury sparkling for the occasion shopper

✓ Facings sized to velocity, with the recognized names blocked at eye level

Three set sizes

How big a set should you build?

There is no single right size — the set should match the store and grow with the category. These three tiers map to roughly one, two, and three-plus shelves of space.

Starter set

12–16 SKUs · ~1 shelf / 4 ft

Enough to establish the category as its own signed section: an everyday wine, a recognized spirit, a sparkling, and a single luxury facing. Proves demand before committing more space.

Core set

24–30 SKUs · ~2 shelves

The working destination set — full subcategory blocks across wine, sparkling, spirits, and aperitivo, with good-better-best depth in each. Where most engaged grocers settle.

Destination set

40+ SKUs · 3+ shelves / full bay

The complete section that makes your store the place shoppers come for non-alcoholic — full range, multiple luxury facings, and the breadth to own the basket.

Most grocers begin at Starter on a single shelf and grow into a full bay as the category earns its space — the same path PCC Markets followed, expanding from one shelf to three once sales proved out.

What we'd shelf

A set that covers every occasion and price

A well-rounded grocery shelf spans the everyday pour and the celebration. These houses give shoppers a clear good-better-best path.

Foundational · everyday wine

Lussory

Approachable, well-priced still and sparkling wine that delivers quality at the price point a grocery shopper expects — a dependable, high-velocity foundation for the wine set.

Core · the recognized name

Lyre's

The non-alcoholic brand mainstream shoppers already know — broad enough to anchor the spirits and RTD shelf with bottles that move without explanation.

Reserve · the luxury sparkling

So Jennie Paris

The champagne-style facing your shelf needs for the gift, the celebration, and the special-occasion shopper. An elegant French sparkling that lets a grocery set reach beyond everyday into genuine luxury — and captures a higher-ticket basket.

Reserve · the premium proxy

Copenhagen Sparkling Tea

A sophisticated, dry sparkling tea that stands in for fine wine on the shelf — the talked-about, gift-worthy bottle that signals a curated set and rounds out the top of your range.

Stock it like this

A recommended planogram, built from our catalog

Here is how a full destination bay comes together using the brands we carry — organized into subcategory blocks, sequenced good-better-best within each, and sized to how the category actually shops. Scale it down to the core or starter set by trimming facings and the deepest range, not the tier structure.

Illustrative starting layout. We’ll tailor facings and assortment to your store format, fixture size, and local demand.

We also carry

Fill in the everyday and celebratory shelves with recognizable sparkling, RTDs, and value options for the cooler.

Espadafor · Kolonne Null · Bolle · BonBon Zero · Noughty · Prima Pave · Ritual

Browse the full catalog →

Category-management principles

The merchandising rules behind the layout

Eye level is buy level

Place the highest-velocity and highest-margin bottles between roughly 36 and 60 inches — the natural eye line. Reserve the bottom shelf for value and bulk.

Block by tier, vertically

Stack each subcategory bottom-to-top from entry to luxury. Vertical blocks pull the eye across more of the set than spreading a brand horizontally.

Size facings to velocity

A bottle earning a fifth of category sales deserves about a fifth of the space. Give fast movers extra facings so they don’t sell out and read as unpopular; one to two facings is the floor to be shoppable at all.

Sign it as a destination

A clear “Non-Alcoholic” header plus subcategory labels turns a scattered shelf into a section shoppers seek out — the single biggest lever most grocers leave unused.

Review on a cycle

Non-alcoholic moves fast. Revisit the set quarterly at minimum so the layout reflects this season’s winners, not last year’s.

Build in tiers

How this program grows

A grocer can launch with a compact, high-velocity core and build out a full good-better-best shelf as the category earns its facings.

Tier One

Foundational

Approachable, well-priced wine and a recognized spirit name — the dependable, fast-turning core of the set.

Shop Foundational →

Tier Two

Core

Add sparkling and RTD options for the cooler and the everyday celebration.

Shop Core →

Tier Three

Reserve

So Jennie and Copenhagen give the shelf a genuine luxury facing for the gift and special-occasion shopper — the tier a well-rounded set shouldn't skip.

Shop Reserve →

Frequently asked questions

Building a non-alcoholic grocery set

How many non-alcoholic SKUs should we start with?

Most grocers begin with a tight, high-velocity starter set of about 12 to 16 SKUs on a single shelf — an everyday wine, a recognized spirit, a sparkling, and one luxury facing. Once the category proves its turns, expand to a 24 to 30 SKU core set, then a full destination bay of 40 or more. Browse the full catalog to plan an assortment.

Where should the non-alcoholic set go in the store?

As its own clearly signed “Non-Alcoholic” section, not scattered into the wine or water aisle. The grocers winning the category give it a dedicated destination with subcategory signage — wine, sparkling, spirits, aperitivo — so shoppers can find it and shop it the way they shop wine.

Do non-alcoholic beverages actually sell in grocery?

Grocery is the single biggest channel for buying non-alcoholic drinks, and U.S. non-alcoholic beer, wine, and spirits have grown sharply year over year. Higher-income households drive most of that growth, which is why a complete good-better-best set — including a premium gift facing — captures more basket than value SKUs alone.

Do you offer a premium or gift-worthy option for the shelf?

Yes. A champagne-style sparkling such as So Jennie Paris Blanc Dry and a sparkling tea like Copenhagen Sparkling Tea anchor the luxury end of the set for the gift and special-occasion shopper.

How do we become a wholesale customer?

Apply for a wholesale account on our site. Once verified, you gain access to the full catalog, trade pricing, and assortment guidance tailored to your store format. Register for a wholesale account.

Build a non-alcoholic section shoppers come back for

Apply for a wholesale account to unlock trade pricing, the full catalog, and a starter list built for your venue.

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