Diageo is set to introduce ready-to-drink (RTD) options from its non-alcoholic brand, Ritual Zero Proof, in the United States.
The company will launch three classic non-alcoholic cocktails: Margarita, Gin & Tonic, and Spritz.
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In response to questions from Just Drinks about the brand’s entry into the RTD market, the company noted that Ritual Zero Proof is addressing the increasing demand for flavorful, convenient non-alcoholic cocktails.
While Diageo did not disclose any sales figures, Megan Hurtuk, the marketing lead for non-alcoholic beverages at Diageo North America, shared that, “As more consumers embrace moderation without stepping away from social drinking, the expectation for non-alcoholic options has shifted from ‘available’ to ‘exceptional’.”
She further emphasized that “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 will be a staple in the brand’s lineup, available at select US retailers and online nationwide through RitualZeroProof.com, with a suggested retail price of $13.99 for a four-pack.
Manufacturing for these drinks takes place at a facility just outside Chicago.
Earlier this month, Diageo also released pre-mixed bottled cocktails in single-serve cans under its The Cocktail Collection.
These 100ml RTD cocktails incorporate premium spirits from renowned brands such as Ketel One vodka, Bulleit Bourbon, and Crown Royal whisky.
According to a report by The Financial Times last month, Diageo CEO Sir Dave Lewis informed staff that the company will intensify its focus on the RTD market.
Key Takeaways
- Diageo is launching RTD versions of Ritual Zero Proof cocktails in the US.
- The initial offerings include Margarita, Gin & Tonic, and Spritz.
- The launch aims to meet growing consumer demand for non-alcoholic cocktail options.
- The cocktails will be available at select retailers and online for $13.99 per four-pack.
- Production is based in a facility near Chicago.
- Diageo is expanding its focus on the RTD market.
FAQ
What are the flavors of the RTDs being launched?
The RTDs include Margarita, Gin & Tonic, and Spritz flavors.
Where can I purchase these RTDs?
The RTDs will be available at select retailers and online via RitualZeroProof.com.
What is the price of the RTD cocktails?
The suggested retail price is $13.99 for a pack of four.
Where are the cocktails manufactured?
The drinks are manufactured at a site just outside Chicago.
What is Diageo’s strategy regarding RTD products?
Diageo plans to intensify its efforts in the ready-to-drink market.
