Helena liquor store highlights non-alcoholic options during Dry January

Helena shoppers found a different aisle focus Friday as Rocky Mountain Liquor pushed non-alcoholic beers, spirit alternatives, wines and ready-to-drink nonalcoholic cocktails as part of a Dry January promotion. The store has scheduled a series of tasting events to introduce customers to the expanding category, with one remaining tasting noted during a visit on January 19.

Managers say customer interest has been high as residents look for low- and no-alcohol options for health, pregnancy, driving safety and personal choice. Front of House Manager Jason Sampson said the program has highlighted the growing market for non-alcoholic beverages and that customers have been receptive. The in-store tastings let shoppers sample alternatives they might not otherwise try and give staff a chance to explain flavor profiles and serving suggestions.

For local retailers, non-alcoholic products represent a way to broaden the customer base beyond traditional alcohol buyers. Shelf space devoted to non-alcoholic beers, wines and spirit alternatives can capture sales from people cutting back on alcohol without necessarily losing revenue to competing specialty stores or grocery outlets. Ready-to-drink nonalcoholic cocktails also offer convenience for consumers seeking social parity without alcohol. Because nonalcoholic products typically fall under different excise rules than alcoholic beverages, pricing and margin dynamics can differ from the store’s core liquor lines.

Community impact extends beyond commerce. Non-alcoholic offerings create more inclusive social options for designated drivers, those monitoring their intake, and residents in recovery. The tastings provide a low-pressure setting for people who want to participate in social rituals without drinking alcohol. For families and visitors in Lewis and Clark County, the availability of these alternatives adds flexibility for gatherings and local hospitality.

Practical details: Rocky Mountain Liquor stocked a range of non-alcoholic categories and hosted tasting events during January; one tasting remained as of the January 19 visit. Residents interested in trying samples should stop by the store to check current tasting schedules, ask staff about specific products and sample offerings on hand.

As the month wraps up, the push at Rocky Mountain Liquor suggests Dry January is nudging local retail decisions toward year-round options. For Helena consumers, that means more shelf choices and more chances to sample alcohol-free alternatives — a small but tangible shift in how the city drinks and shops.