Dry January doesn’t usually come with much personality. But this year, an Arizona-born non-alcoholic beer is giving the month a little more character.
Rhinestone, a locally crafted zero-proof brew, is expanding into 47 Sprouts locations across Arizona this January, offering a new option for drinkers looking to take a break without stepping away from the ritual altogether. The rollout, led by the brand’s Mexican Lime six-pack, marks Rhinestone’s largest retail presence to date and places it squarely in the middle of a fast-growing shift in how people approach beer.
Non-alcoholic beer has surged in recent years, driven by wellness trends and a growing sober-curious crowd. Rhinestone enters that space with a slightly different posture. Cold-crafted in Arizona and clocking in at 0.0% ABV, five calories, zero carbs, and gluten-free, the beer is designed for those who still want something crisp in hand, minus the next-day consequences. It’s straightforward, intentionally unfussy, and built for nights that don’t derail mornings.
The timing aligns neatly with Dry January, which nearly a third of U.S. adults participated in last year. But while many non-alcoholic brands lean toward minimalist branding and clean-living cues, Rhinestone takes a more playful route, borrowing from Western iconography and desert humor. The message is less about abstaining and more about staying present, even when alcohol isn’t part of the plan.
The Sprouts partnership makes Rhinestone an easy add to everyday grocery runs, with in-store sampling and pop-up appearances planned throughout January, including visits from the brand’s roaming RV, the Rhinestone Rambler. If the Arizona launch gains traction, broader regional distribution could follow.
With four flavors currently available — Original, Mexican Lime, Blood Orange, and Desert Grapefruit — Rhinestone reflects a broader rethinking of what non-alcoholic beer can look like. For Arizona drinkers navigating January with intention, it offers a familiar format with a lighter footprint and a distinctly local point of view.
Insider Takeaways
- Rhinestone’s Mexican Lime non-alcoholic six-pack hits 47 Arizona Sprouts locations on Jan. 2, 2026.
- Non-alcoholic beer is currently the fastest-growing segment in the U.S. beer market.
- Rhinestone is brewed at 0.0% ABV with five calories, zero carbs, and is gluten-free.
- January activations include in-store sampling and appearances by the Rhinestone Rambler RV.
- The Arizona-founded brand currently offers four flavors and is eyeing wider expansion.
For more information, visit drinkrhinestone.com.
