Diageo acquires Ritual Zero Proof

Diageo North America has acquired Ritual Zero Proof Non-Alcoholic Spirits (Ritual). Since its launch in Chicago, Illinois in 2019, Ritual has grown rapidly and is now the number one non-alc spirit brand in the United States.

Ritual was created with a vision to give consumers a simple and accessible way to enjoy their favourite cocktails, from an Old Fashioned to a Negroni or Margarita, without alcohol. 

Ritual brand’s award-winning portfolio contains alternatives to whiskey, tequila, gin, rum and aperitif, which can all be substituted one-to-one with traditional spirits to create non-alc versions of well-known recipes, enabling the brand to participate credibly in top cocktail serves and occasions.

In fiscal year 2020, Diageo acquired a minority stake in Ritual through Distill Ventures. Distill Ventures, the world’s first accelerator for founder-led drinks brands, receives funding from Diageo and works in partnership with the company to support founders as they launch, grow and scale the iconic drinks brands of the future.