Erewhon

Erewhon is an upscale, premium supermarket chain based in California, known for its strict ingredient standards and focus on high-end health and wellness products.

In the beverage industry, Erewhon serves as a primary example of a retailer utilizing the “Dedicated Sober Superette” merchandising strategy. The retailer clusters functional adult-soft-drinks and non-alcoholic spirits into premium, standalone adaptogenic sections. This environment is highly sought after by brands like de-soi and bonbuz, as it validates their functional-premiumization positioning and targets consumers willing to pay a premium for sophisticated, health-conscious alcohol alternatives.