Edna’s Non-Alcoholic Cocktail Co. Expands to 1,000 Stores Nationally and Secures Target Endcap Placement

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Key Terms

sku technical

A SKU (stock keeping unit) is a unique code a company assigns to a specific product variant—think of it as a product’s name tag that distinguishes size, color, model or packaging. Investors use SKUs to track which items sell, how fast inventory turns, and where profit comes from, so they reveal customer demand, supply-chain efficiency and revenue drivers much like each item in a supermarket tells the store which shelves are performing.

endcap technical

An endcap is a product display placed at the end of a store aisle or near checkout to highlight specific items, promotions, or new products. For investors, endcaps matter because they often boost visibility and short-term sales like a shop window drawing shoppers in; better placement can increase turnover, pricing power and promotional effectiveness, which in turn affects a retailer’s revenue, margins and inventory management.

02/19/2026 - 09:00 AM

EDMONTON, Alberta--(BUSINESS WIRE)-- Edna’s Non-Alcoholic Cocktail Co. is proud to announce a major expansion of its retail footprint with Target (NYSE:TGT), growing by an additional 300 stores per SKU to reach 1,000 locations nationally. Edna’s has also been awarded premium endcap placement at Target stores nationwide—further reinforcing the strength and momentum of this significant retail partnership.

Key Highlights:

Expanded to 1,000 Target stores nationwide, marking a significant milestone in Edna’s national growth with the top-tier retailer.
Secured premium Target endcap placement, driving enhanced in-store visibility.
Amplifying national retail momentum through increased exposure and promotional support.
Awarded distribution gains of more than 300 additional stores per SKU, further strengthening on-shelf presence.
Edna’s proves “sticky” as Target consolidates its set, underscoring strong performance and retailer confidence.

The high-visibility endcap feature is expected to meaningfully increase both brand exposure and sales velocity during the promotional period. Purchase order volumes for the lead-up window are already materially higher—pending final quantification—anecdotally reinforcing the continued success of the Edna’s–Target relationship.

“This expansion and placement reflect Target’s confidence in both our brand and the accelerating demand for sophisticated non-alcoholic options,” said Nick Devine, Co-Founder at Edna’s Non-Alcoholic Cocktail Co. “We’re proud to deepen this partnership while continuing to scale nationally.”

With expanded distribution, increased feature support, and sustained retail momentum, Edna’s Non-Alcoholic Cocktail Co. remains focused on driving category growth and delivering elevated, ready-to-serve cocktails for modern consumers.

About Edna’s Non-Alcoholic Cocktail Co.

Edna’s Non-Alcoholic Cocktail Company is an Alberta-based company that produces all-natural, award winning non-alcoholic beverages that combine top quality ingredients with innovative flavours. With a commitment to quality and taste, Edna’s offers a range of sophisticated cocktails designed to elevate any occasion without the need for alcohol. Edna’s is made to be enjoyed alcohol-free, cold, over ice, but with the versatility to be used seamlessly, as a mixer. Edna’s core mission is to provide delicious, inclusive, and viable cocktail options to a world, rethinking its relationship with alcohol.