On Sept. 25, Diageo North America (New York, NY) announced it acquired Ritual Zero Proof Non-Alcoholic Spirits (Chicago, IL). Since its founding in 2019, Ritual has rapidly grown into the number one non-alcoholic spirit brand in the United States.
Ritual co-founders David Crooch, Marcus Sakey and GG Sakey experimented with hundreds of recipes and consulted with bartenders, chefs and beverage professionals to recreate the flavor, aroma and complexity of spirits using natural and organic ingredients and botanical extracts. Today the brand’s portfoilio contains alternatives to whiskey, tequila, gin, rum and aperitif, which can all be substitute one-to-one with traditional spirits to create non-alc versions of recipes.
“From day one, we’ve set out to create an iconic brand in the drinks industry, specifically designed to meet the needs of the modern consumer. Ritual brings this mission to life, and Diageo understood that from the get-go,” Crooch said. “With the continued and widespread growth of the category, there is significant market presence and consumer demand. Ritual has the ability to meet consumer desires and tastes, seamlessly offering traditional spirit alternatives ounce-for-ounce.”
Diageo is well-positioned to build on Ritual’s already strong position with its significant presence in the non-alc category. Diageo holds a leading market share position in the three largest non-alc markets globally and owns three of the five largest non-alc brands globally by value, the company said.
“Ritual Zero Proof is the number one brand in the fastest growing adult beverage category and meets growing consumer demand for a flavorful and sophisticated, yet accessible spirits alternative,” said Diageo CEO Sally Grimes. “We are delighted to welcome it into our broader portfolio, where it will beautifully complement both our non-alc offerings, as well as those with alcohol, and serve to present consumers with even more choice and variety.”
For more information, visit www.diageo.com or www.ritualzeroproof.com.
