Diageo is launching RTD versions of its non-alcoholic brand Ritual Zero Proof in the US.
The company is rolling out three “classic non-alcoholic cocktails” – Margarita, G&T and Spritz.
Asked by Just Drinks why Diageo is taking the brand into RTDs, the company said Ritual Zero Proof is responding to growing demand for “convenient, flavourful non-alcoholic cocktails”.
Diageo declined to provide sales data to support the claim.
In a statement, Megan Hurtuk, non-alcoholic beverages marketing head at Diageo North America, said: “As more consumers embrace moderation without stepping away from social drinking, the expectation for non-alcoholic options has shifted from ‘available’ to ‘exceptional’.
“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 ready-to-drink shelf, delivering cocktail-quality options in the moments where convenience matters most.”
The RTDs, which will be a permanent addition to the brand’s portfolio, are available at select US retailers and online nationwide via RitualZeroProof.com. The suggested retail price is $13.99 for a four-pack.
The drinks are manufactured at a site just outside Chicago
Earlier this month, Diageo launched pre-mixed bottled cocktails in a single-serve can format under its The Cocktail Collection
The 100ml RTD cocktails are made with “premium spirits from iconic brands”, including Ketel One vodka, Bulleit Bourbon and Crown Royal whisky.
According to a report by The Financial Times last month, Diageo CEO Sir Dave Lewis has told staff the company will step up its efforts in the RTD market.
