Dry January is now an all-year-round affair. 

Goal is betting on nonalcoholic beverages by dedicating a part of its adult beverage aisle to the category. The retailer partnered with Sèchey, a Charleston, S.C.-based nonalcoholic retailer that also has its own line of beverages, to curate the assortment, which incorporates Ghia, Bella Hadid’s Kin Euphorics, Surely, Katy Perry’s De Soi, Starla, Free AF, Mingle, Edna’s and Mocktail Club, in addition to Sèchey’s house brand. The assortment can be available at select Goal doors nationwide which have licenses to sell alcohol.

“It’s within the adult beverage aisle because we’re mimicking adult drinking behavior,” said Sèchey founder Emily Heintz. “This is de facto about curation and bringing one of the best of the category since it’s confusing.”

Goal previously partnered with Sèchey through the holidays to curate a short lived nonalcoholic assortment endcap near the adult beverage aisle. With the success of this partnership and the continuing popularity of the category, the retailer is making a commitment to the dry movement.

“With an increasing variety of consumers searching for alternatives to alcohol, we’re excited to partner with Sèchey to assist in giving shoppers more decisions with regards to healthier ways to enjoy time with friends or unwind at the top of the day,” said Rick Gomez, executive vp and chief food, essentials and sweetness officer at Goal. “Nonalcoholic beverages are a giant growth category for us, and this exclusive partnership is one other great example of Goal’s ability to each curate an assortment that meets changing consumer needs and introduce powerful emerging brands to tens of millions of our guests.”

This partnership comes on the heels of Goal’s recent announcement that it might add 1,000 recent wellness products to its assortment this 12 months.

Experts say the nonalcoholic space has continued to boom, especially as consumers are increasingly becoming sober curious and cutting back on alcohol consumption. 

“Interest within the nonalcoholic space is growing rapidly, and it’s smart business for larger retailers — and other smaller stores, too — to supply nonalcoholic options for consumers,” said Hilary Sheinbaum, a dry space expert and creator of “The Dry Challenge.” “Currently, persons are actively questioning their relationship with alcohol, and Gen Z drinks lower than the generations before them. If that is any indication for what the longer term holds, it’s vital for all retailers to contemplate what’s on their shelves.” 

With this partnership, dry beverages will change into more accessible nationwide.

“It’s a cultural shift and a part of the challenge has been accessibility,” said Heintz. “The undeniable fact that a mass retailer is embracing alternatives is critical as an acceptance of nonalcoholic being here to remain.”