Ritual Zero Proof breaks into RTDs
Diageo’s non-alcoholic ‘spirit’ brand Ritual Zero Proof has entered the ready-to-drink (RTD) space with three flavours: Margarita, G&T, and Spritz.
The launch is timed to coincide with the beginning of summer.
Each 355ml RTD is ‘inspired by’ one of Ritual’s zero-proof ‘spirits’, including its Agave Spirit Alternative, Gin Alternative, and Aperitif Alternative.
The Margarita offers ‘bright, zesty, bold citrus notes’ upfront, balanced by ‘tart citrus and smooth earthy’ agave, with an ‘invigorating’ finish.
The G&T, meanwhile, has classic flavours of juniper, coriander and angelica root, with lime zest balancing out the ‘crisp, bitter’ tonic.
The Spritz offers ‘bittersweet citrus and floral’ notes, hints of ‘spice and herbs’, and ‘rosy and citrusy Champagne’ flavours on the finish.
The brand said the cocktails can be enjoyed straight from the can or poured over ice.
“As more consumers embrace moderation without stepping away from social drinking, the expectation for non-alcoholic options has shifted from ‘available’ to ‘exceptional’,” said Megan Hurtuk, head of marketing of non-alcoholic beverages at Diageo North America.
“Ritual was built on the idea that you shouldn’t have to compromise on flavour or experience, and this launch brings that same standard to the RTD shelf, delivering cocktail-quality options in the moments where convenience matters most.”
Ritual Zero Proof RTDs are available now in the US at select retailers and from the brand’s website.
The RTDs have a suggested retail price of US$13.99 per four-pack.
Diageo acquired Ritual Zero Proof in September 2024, four years after investing in the brand through its brand accelerator Distill Ventures.
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