Diageo Acquires Non-Alcoholic Spirits Brand Ritual Zero Proof
Diageo North America has acquired Ritual Zero Proof Non-Alcoholic Spirits, a Chicago-based spirits brand that was launched in 2019, according to a release from Diageo. Ritual is reportedly the No. 1 non-alcoholic spirit brand in the U.S., the release said.
Ritual’s portfolio includes non-alcoholic alternatives to whiskey, tequila, gin, rum and aperitif that can each be substituted one-to-one for traditional spirits to make non-alcoholic versions of many popular cocktails.
Diageo believes it is well-positioned to build on Ritual’s position atop the U.S. market due to its already-strong presence in the non-alcoholic category, as the No. 1 global player in non-alcoholic spirits. It holds the leading market share position in the three largest non-alcoholic markets globally and owns three of the five largest non-alcoholic brands globally by value, the release said.
Diageo has owned a minority stake in Ritual through Distill Ventures since fiscal 2020. Distill Ventures receives funding from Diageo and works with the company as an accelerator for founder-led drinks brands. Ritual co-founder David Crooch will remain active with the brand and also be expected to expand Diageo North America’s non-alcoholic business unit — he has been named general manager, Diageo Non Alcohol.
