Sèchey, a name that means "dryish" in French, unveiled its second curated non-alcoholic collection at Target. Following a successful trial run in December, the initial assortment of modern non-alcoholic brands t launched during Dry January. The new range of offerings showcases ten brands, with eight of them being female-founded, including Kin, Ghia, De Soi, Surely, Starla, Free AF, Mingle, Edna’s, Mocktail Club, and Sèchey’s own wine brand.
Having positioned the curated non-alcoholic collection in the adult beverage aisle, Target is capitalizing on the significant growth potential of the non-alcoholic market. This category of products has = experienced remarkable growth over the past two years, ranking as the third-fastest-growing category in the US. Projections indicate an additional $500 million increase in 2024, with the industry boasting a notable 31% growth rate and generating approximately $510 million in revenue.
Image Credit: Sèchey
Key Themes Behind This Trend
- FEMALE-FOUNDED BRANDS
- Exploring the rise of female-founded brands in the curated non-alcoholic market presents opportunities for empowering inclusivity and diverse offerings.
- SIGNIFICANT GROWTH POTENTIAL
- Target's strategic positioning in the adult beverage aisle recognizes the substantial growth potential of non-alcoholic products, paving the way for market expansion and consumer adoption.
- REMARKABLE GROWTH TRENDS
- The consistent growth trends and projections in the non-alcoholic market forecast continued evolution, offering fertile ground for innovation and product diversification.
Where This Applies
- RETAIL
- Retailers like Target tapping into the curated non-alcoholic trend are poised to drive sales and consumer engagement through innovative marketing strategies and product curation.
- BEVERAGE
- The beverage industry's focus on non-alcoholic offerings aligns with changing consumer preferences, fostering opportunities for new product development and market expansion.
- ENTREPRENEURSHIP
- The surge of entrepreneurial ventures in the female-founded non-alcoholic space signals a shifting landscape, with room for disruptive branding and market disruption.
