Scottsdale, Arizona entrepreneur Dustin Johnson has introduced Rhinestone Extra Light, a 0 percent ABV beverage designed to deliver a beer-like experience without brewing or dealcoholization. The product combines brewery-style flavor extracts with sorghum to recreate the body and mouthfeel typically associated with beer. Rhinestone will be canned by a local partner and has been accepted for retail trial at Sprouts, with broader availability through select liquor retailers and the brand’s website.
Production Process and Ingredients
Johnson approached an established flavor house in Missouri to develop concentrated beer-flavored extracts rather than following the common industry route of brewing a full-strength beer and removing the alcohol afterward. The resulting formulations use three natural flavor extracts—Blood Orange, Desert Grapefruit and Mexican Lime—to provide the aromatic and flavor profile normally delivered by hops and malt.
To address mouthfeel, the formulation employs sorghum, a gluten-free cereal grain, which is used to simulate the body and texture that alcohol and malt typically contribute. The recipe also incorporates minor adjustments such as small amounts of salt and tailored extract ratios to balance sweetness and perceived bitterness. The approach intentionally avoids traditional brewing and dealcoholization steps, presenting an alternative production model within the category.
Retail and Distribution Strategy
Rhinestone completed a canning run with a regional packaging partner and entered a retail trial at Sprouts Farmers Market, timed for the Dry January period. The product is being positioned for consumers seeking non-alcoholic options for a single occasion or for longer-term sobriety; pricing is set at $12 per six-pack. Beyond Sprouts, Rhinestone is listed at several off-premise retailers and available direct-to-consumer through the brand’s website.
Using local retail trials and regional liquor partners to introduce a new NA format is consistent with how many beverage startups test demand and shelf placement. The partnership with an established grocery chain gives the product exposure during a calendar period when interest in non-alcoholic alternatives typically rises.
Local Craft-Beer Context and Reception
The launch arrives in a market where craft brewers continue to experiment with both full-strength and low- or no-alcohol formats. Independent breweries and award programs in the region have been highlighting experimental approaches to brewing, including hop-forward and spiced IPAs, while shelf space for non-alcoholic options expands. Rhinestone’s approach—marketing a beverage as “beer-inspired” rather than strictly labeling it a beer—positions it alongside a growing set of alternative formats aimed at drinkers who want beer-like sensory cues without alcohol.
Early reception in the trial context was driven by sampling and word of mouth at private events, according to the founder’s development process, and retailers accepted the product as a local item ahead of a high-visibility season for NA drinks. The formulation’s use of citrus-forward extracts aligns with consumer preferences for bright, sessionable flavors in both alcoholic and non-alcoholic segments.
What This Means for the Non-Alcoholic Beer Industry
Rhinestone Extra Light illustrates a production pathway distinct from conventional dealcoholization: instead of removing alcohol from brewed beer, it assembles beer-like flavor and mouthfeel from extracts and base ingredients. This model may be one among several that continue to diversify the non-alcoholic shelf, which already includes brewed-and-removed products, low-ABV brewing techniques, and hybrid beverages.
For industry observers and buyers, the product underscores two ongoing trends: experimentation with format and flavor to reach different consumer needs, and the use of retail trials to gauge demand during seasonal peaks. Whether extract-based, sorghum-bodied beverages will gain widespread acceptance alongside brewed NA beers remains to be seen, but Rhinestone represents a clear example of innovation in formulation and go-to-market strategy within the category.
