Diageo takes non-alc brand Ritual Zero Proof into RTDs

Diageo is launching RTD versions of its non-alcoholic marque Ritual Zero Proof successful the US.

The institution is rolling retired 3 “classic non-alcoholic cocktails” – Margarita, G&T and Spritz.

Asked by Just Drinks wherefore Diageo is taking the marque into RTDs, the institution said Ritual Zero Proof is responding to increasing request for “convenient, flavourful non-alcoholic cocktails”.

Diageo declined to supply income information to enactment the claim.

In a statement, Megan Hurtuk, non-alcoholic beverages selling caput astatine Diageo North America, said: “As much consumers clasp moderation without stepping distant from societal drinking, the anticipation for non-alcoholic options has shifted from ‘available’ to ‘exceptional’.

“Ritual was built connected the thought that you shouldn’t person to compromise connected flavour oregon experience, and this motorboat brings that aforesaid modular to the ready-to-drink shelf, delivering cocktail-quality options successful the moments wherever convenience matters most.”

The RTDs, which volition beryllium a imperishable summation to the brand’s portfolio, are disposable astatine prime US retailers and online nationwide via RitualZeroProof.com. The suggested retail terms is $13.99 for a four-pack.

The drinks are manufactured astatine a tract conscionable extracurricular Chicago

Earlier this month, Diageo launched pre-mixed bottled cocktails successful a single-serve tin format nether 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 study by The Financial Times past month, Diageo CEO Sir Dave Lewis has told unit the institution volition measurement up its efforts successful the RTD market.

"Diageo takes non-alc marque Ritual Zero Proof into RTDs" was primitively created and published by Just Drinks, a GlobalData owned brand.

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