Target has added Naked Life, a non-alcoholic RTD cocktail brand from Australia, to over 800 stores nationwide, according to a press release from the beverage company.

The retailer is selling two of the brand's best-selling flavors—Cosmopolitan and Margarita—"each crafted with real botanicals [to] deliver a true-to-cocktail experience without alcohol or sugar, and only five calories. For a limited time, a 4-pack will be available for $8.49,” Naked Life wrote.

"As legal drinking age Gen Z and Millennials incorporate non-alc cocktails into their evolving drinking habits, they're looking for options that feel elevated and true to the classics," said Tracey Bien Schenck, senior director of marketing at Naked Life. "This launch with Target allows us to meet consumers exactly where they shop, introduce Naked Life to more households across the U.S. and give everyone the chance to be part of the cheers."

Driven by consumer efforts for healthier lifestyles and a wave of new products from major beer marketers and craft brewers, non-alcoholic beers are gaining in sales and awareness. While overall beer sales per store, per month have tracked fairly consistently for the last four years, non-alcoholic beer sales have risen each year at a healthy pace, according to NACS State of the Industry data. In July 2024, the subcategory reached average per-store, per month sales of $80.

Last September, non-alcoholic brewer Athletic Brewing Company launched a new campaign with celebrity chef David Chang. Chang crafted five recipes designed to complement Athletic's non-alcoholic brews. From Crispy Baked Wings paired with Athletic Lite to Chang’s Bo Ssam served alongside Run Wild IPA, the collaboration with Chang “underscored Athletic's commitment to serving foodies and football fans who want to enjoy game day without compromise.”

Functional beverages are still in the spotlight. Wellness brand Gorgie, known for its energy drinks, launched protein energy drinks at Target stores nationwide.

“The brand's first entry to the protein category combines Gorgie's signature great taste and better-for-you energy benefits with an added protein boost, perfect for those wanting to refresh their routines with movement and focus and to feel good while doing it,” Gorgie wrote in a press release.

Each drink features eight grams of protein, 150mg of green tea caffeine, plus functional wellness and beauty benefits from the additions of Biotin, B Vitamins and L-Theanine offering a functional and energizing boost.