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. This transaction is in line with Diageo’s Growth Ambition to deliver the company’s next phase of sustainable growth.
Ritual was created with a vision to give consumers a simple and accessible way to enjoy their favorite cocktails, from an Old Fashioned to a Negroni or Margarita, without alcohol. Ritual’s 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.
Today, the brand’s 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.
In fiscal year 2020, Diageo acquired a minority stake in Ritual through Distill Ventures, the accelerator for founder-led drinks brands.
Sally Grimes, CEO, Diageo North America, 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. 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.”
David Crooch, Co-founder, Ritual Zero Proof, said: “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. 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.”
Marcus Sakey, Co-founder, Ritual Zero Proof, said: “This acquisition is proof of the mainstream potential of the category, and our shared ambition to make sure a non-alc cocktail is available on every menu and on every grocery and liquor store shelf, providing sophisticated choices to today’s consumer.”
Heidi Dillon, CEO, Distill Ventures, said: “When we first invested in Ritual, the non-alcoholic landscape in the US was nascent, but our insights told us the consumer was there and ready. Our belief in the category, the vision of innovative founders, and our world class venture partnership with Diageo has helped position Ritual to become the #1 non-alc spirit brand in the U.S.”
Co-founder David Crooch will remain actively involved with the brand, working with the Diageo team to build on Ritual’s success. David has been named General Manager, Diageo Non Alcohol, to lead the expansion of Diageo North America’s non-alc business unit.