Sèchey-curated brand consideration for a Diageo-supported, Target-owned pilot.
This dedicated modular holiday fixture is designed to showcase a curated selection of functional RTDs and zero-proof alternatives, merchandised by occasion outside the traditional alcohol aisle.
Program Overview
This is a selective paid consideration opportunity for brands seeking visibility in a high-credibility retail pilot built around the future of adult alternative beverage.
- Fixture Format Single modular 4-shelf company-space unit
- Merchandising Strategy Organized by occasion, positioned outside the traditional alcohol aisle
- Brand Mix Functional RTDs and zero-proof alternatives
- Roles Target approves and controls placement and assortment; Sèchey coordinates brands; Diageo underwrites execution costs
Why participate
This pilot is designed for brands that want more than shelf space. It is an opportunity to be considered within a tightly edited retail environment shaped around discovery, occasion, and premium consumer behavior.
Retail context that signals quality
Participate in a program coordinated by Sèchey, owned by Target, and supported by Diageo—three names that together create immediate market legitimacy.
Placement outside the legacy set
The fixture is built to reframe how consumers shop the category, organizing products by occasion rather than forcing discovery through the traditional alcohol aisle.
Early access to a developing retail model
Strong brands in this pilot help shape how functional and zero-proof beverages are presented in mainstream retail during a key seasonal window.
Consideration and coordination
Your payment covers participation in the consideration process, program coordination, and brand inclusion in the review workflow managed by Sèchey for the Target pilot.
- Brand intake and coordination
- Program administration and communication
- Placement consideration within the curated review set
- Ongoing updates tied to the Q4 pilot process
Payment does not guarantee acceptance, placement, distribution, volume, or future expansion.
Complete both steps
To be fully considered, brands should complete payment and review the agreement documents.
How the process works
Keep this section simple and operational. Brands need clarity, not a long explanation.
Submit payment
Complete the Shopify payment to enter the consideration process.
Review contract
Open and review the program agreement and related participation materials.
Provide materials
Submit product information, brand assets, and any required operational details.
Receive updates
Track the pilot timeline, milestones, and program communications through this page.
Q4 program updates
Use this section to publish timeline notes, deadlines, approvals, and next steps so brands have one reference point.
Program accepting interest
Brand consideration is currently open. Brands may now complete payment and review program documents.
Assortment review window
Update this section with timing for asset submission deadlines, review periods, and any merchandising or logistics milestones.
Materials checklist
Replace this text with the exact checklist for images, product specs, case pack information, UPCs, claims, and promotional copy.
FAQ
Does payment guarantee placement?
No. Payment secures consideration and program participation only. Final assortment and placement decisions are controlled by Target.
Who controls the final assortment?
Target approves, owns, and controls final assortment and placement decisions for the pilot.
What is Sèchey’s role?
Sèchey coordinates participating brands, manages the consideration process, and supports communication around the pilot.
What is Diageo’s role?
Diageo underwrites execution costs associated with the program.
Where will updates be posted?
Program updates, timing, and next steps can be maintained in the Q4 updates section on this page.