Hill Street Beverage Company Inc. announced a partnership with New York based alcohol-free beverage retailer Boisson. Born out of a love for mixology and a shared necessity of well-being, Boisson is a progressive retail concept that has been created to serve the fast-growing movement toward a conscious approach of "better and better for you" consumption. The demand for alcohol-free wine is growing worldwide, driven in-part by what the New York Times is calling the 'sober curious movement'. The desire to reduce alcohol intake among a growing number of these cleaner drinking, more health-conscious consumers is driving demand for better quality non-alcoholic options. This first of its kind partnership is aimed at immersing the Hill Street brand into the lifestyle, scale and reach of influential people and destinations in the largest US market, New York. The partnership will kick-off with product sampling, influencer engagement and retail pop-ups at innovative lifestyle destinations in Montauk, New York. Designed to get "liquid on lips", the aim is to elevate the profile of Vin (Zero) wines with this pre-disposed target customer base to drive discovery, trial and sales. Vin(Zero) branded Cabernet, Shiraz, Merlot, Chardonnay and Brut Blanc alcohol-free wines will all be available for purchase throughout the program at these pop-up locations as well as at Boisson's New York retail stores.