The North America division of Diageo has taken outright control of Ritual Zero Proof Non-Alcoholic Spirits, boosting the group’s presence in the alcohol-free segment.
The acquisition, for an undisclosed sum, builds on the minority holding taken by Diageo’s exclusive brand incubation partner, Distill Ventures, around five years ago. Ritual will enter the portfolio to sit alongside non-alc peer brand Seedlip, which followed a similar ownership journey in 2019.
Founded by David Crooch and GG and Marcus Sakey – also in 2019 – the Chicago-based brand comprises five variants, each positioned as alternatives to established spirits segments, aperitif, gin, rum, tequila and whiskey. According to Diageo, Ritual is the “sixth largest non-alc brand by value” worldwide, while the group “holds the leading market share position in the three largest non-alc markets globally, including the US, and owns three of the five largest non-alc brands globally by value”.
The range is priced online at US$30 per 75cl bottle – $35 for the Aperitif Alternative – with a five-pack of 75cl bottles set at $132.
“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,” set Crooch, who has been subsequently appointed GM of Diageo Non Alcohol. “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 has been tidying up its portfolio in recent weeks, with Venezuelan rum Pampero heading to Gruppo Montenegro and Safari fruit liqueur sold to Casa Redondo in July.
