Town & Country

Town & Country is a supermarket chain that exemplifies the “dedicated NA set” approach to retail merchandising for non-alcoholic beverages.

As the multi-beverage-strategy expands, Town & Country has actively replaced glassware and overloaded spirits sections to build dedicated non-alcoholic shelves. These zero-proof spaces are adjacent to, but distinctly separate from, the traditional alcohol aisles. This strategy caters specifically to sober-curious consumers and shoppers whose religious beliefs or personal preferences prohibit walking down the alcohol aisle. This separation strategy contrasts directly with the integrated placement approach used by retailers like bevmo.