Target Now Carding People When Buying Nonalcoholic Drinks

Many people are adding nonalcoholic drinks to their preferred beverage list. With its growing popularity, Target announced that it will be carrying a selection of nonalcoholic beverages by  Sèchey, a nonalcoholic beverage retailer headquartered in Charleston that produces zero-proof still and sparkling wines. Some of their brands include Ghia, Bella Hadid's Kin Euphorics, Surely, Katy Perry’s De Soi, Starla, Free AF, Mingle, Edna’s, and Mocktail Club, as well as Sèchey's house brand.

Food & Wine reported that a Target spokesperson responded to an inquiry about product placement, stating that "the flavor profiles of nonalcohol products align more closely with full-alcohol items and are designed for experiences similar to, and also during, traditional full-alcohol occasions."

Nicholas Bradley, a business attorney in New York City, told the outlet that Target faces the dilemma of distinguishing which of the nonalcoholic drinks on its shelves must be sold to 21+ and which can be sold to anyone. He said, "From the perspective of a big retail chain with multiple locations and hundreds of employees in New York City alone, the safest move is to be over-inclusive and to require ID for all 'nonalcoholic' beverages, even if that specific brand genuinely has no alcohol."

Before making it official, a Target location gained some attention for this. Last December, a woman was carded at a Target self-checkout while trying to buy non-alcoholic beer. TikToker Deven Machette (@devmachette) said she was surprised to learn she had to show her ID when buying non-alcoholic beer at Target’s self-checkout. In her video, she stands at the self-checkout with her ID in hand as a worker types a code into the machine’s system. “Me, an entire adult getting carded and holding up the entire line because I tried to buy non-alcoholic beer,” she said in the video.

Several viewers shared in the comments section that they were carded at Target for items they did not expect to need an ID for. "I got carded for cooking wine. Cooking wine!" one commenter said. "I got carded for rootbeer… had to explain to her there's no alcohol," another shared. "Target also ID's for children’s medicine," someone said.

According to Steady Drinker most non-alcoholic beer has 0.5% of alcohol. But foods like hotdog rolls, rye bread, bananas, soy sauce, apple and grape juice, vanilla extract, and others can contain 0.2% up to 2% alcohol according to Halal Wine Cellar. This doesn't make it legally considered alcohol.

Steady Drinker points out that one reason you might need an ID to buy non-alcoholic beer is to steer clear of promoting alcohol to underage people. After all, lots of brands that sell non-alcoholic beer also sell non-alcoholic drinks in similar packaging. Plus, as Steady Drinker mentions, it's to streamline the enforcement of regulations concerning alcoholic beverages.

We have kicked off the new year, and many people are using it as an opportunity to ditch booze for the entire first month of 2024. The "Dry January" trend encourages people to abstain from alcohol for 31 days straight.

Originating as a campaign devised and spearheaded by Alcohol Change UK over a decade ago, Dry January serves the purpose of addressing the adverse effects of alcohol, as outlined on their website. In response to this movement, numerous restaurants and bars are adapting their menus to include mocktails and nonalcoholic versions of popular drinks, including nonalcoholic beers and wines. Although not a new concept, its popularity is on the rise.

Many sober-curious people in the United States take on this annual challenge. According to previous surveys by Morning Consult Pro, participation in Dry January ranges from 15% to 35% among U.S. drinkers overall.

Statista projects that the revenue in the non-alcoholic drinks market in the United States will reach US$526.1 billion in 2024, with an estimated annual growth rate of 3.22% (CAGR 2024-2027). This surge is attributed to an escalating demand for healthy and natural non-alcoholic beverages in the country.

Harvard Health Publishing has reported that even a one-month abstinence from alcohol can hold noticeable health benefits. A study in BMJ Open found that regular drinkers who refrained from alcohol for 30 days experienced improved sleep, increased energy, weight loss, lower blood pressure, reduced cholesterol levels, and diminished cancer-related proteins in their blood.

So, if you're thinking about dialing back on the booze or just starting the year with a clean slate, why not jump on the Dry January train and give up beer, wine, or spirits for a month? And if you're curious about some cool nonalcoholic options to enjoy during Dry January, check out some of our top picks.

When it comes to nonalcoholic beer that captures the essence of a lager, Heineken 0.0 stands out as a reliable pick. It's only 69 calories per serving and has fruity, malty flavors. Someone even took to Reddit to share their love for the NA beer with many people agreeing that Heineken 0.0 tastes better than the "real" Heineken.

Samuel Adams's Just the Haze kicks off with a citrusy aroma, featuring the scents of grapefruit, tangerine, and lime alongside tropical fruit flavors like pineapple, guava, and passion fruit. Visually, it has a hazy pale amber look with a golden-orange glow. It's worth mentioning that according to the Samuel Adams website, the "non-alc Hazy IPA" has less than 0.5% alcohol and is only 98 calories.

The Gruvi NA Dry Red Blend has cranberry and cherry aromas with hints of cardamom and nutmeg. With a gluten-free and vegan-friendly tag, it packs less than 0.5% ABV and only 45 calories per serving. According to their website, it was an award winner at the International Wine and Spirits Competition 23. If red wine isn't really your thing, they also have a line of white wines.

There are plenty of nonalcoholic liquor replacements and not all of them are created equal or carry the flavor of actual alcohol. Ritual Zero Proof is an easy choice. They have alternatives to tequila, whiskey, rum, gin, among others. Their tequila substitute brings a tropical and earthy flavor.  Meanwhile, their rum substitute captures the warm vanilla and toasted spice essence of a dark rum. They also carry gin and whiskey alternatives.

Three Spirits Elixirs are designed by plant scientists and bartenders to "make moods and enhance connections throughout the day and into the night." They pack their drinks full of active plants, adaptogens, and herbs. Their NA drinks cocktails are 100% vegan and cruelty-free.