- Category – Spirits, alcohol-free
- Available – From this month
- Location – The US, available in selected off-premise outlets and online through Amazon
- Price – US$28.99 per 75cl bottle
Ritual Beverage Co has added to its no-alcohol spirits roster with a ‘rum’.
Ritual Zero Proof Rum Alternative, which started life as a brand website-exclusive, is rolling out more widely in the US. The Chicago-based start-up, which is part-owned by Diageo-backed incubator programme Distill Ventures, now boasts four SKUs in its portfolio, with 2019’s Gin Alternative and Whiskey Alternative joined by a ‘Tequila’ last year.
“Ritual is the true liquor replacement,” said co-founder Marcus Sakey. “It is to spirits what … Oatly is to milk. Most people who buy those products aren’t vegetarian – they just want a little balance, without sacrificing flavour. Ritual has cracked that code – and consumers have noticed.”
Distill Ventures bought into Ritual early last year. The company follows alcohol-free spirits brand Seedlip on to Distill Ventures’ books, with Diageo acquiring majority control of Seedlip just over two years ago.
Diageo to focus on Gen Z, social media in no- and low-alcohol strategy
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