DIAGEO EXPANDS RITUAL ZERO PROOF INTO RTDS

Diageo has launched RTD versions of its non-alcoholic brand Ritual Zero Proof in the US, offering Margarita, G&T and Spritz formats. Priced at $13.99 for a four-pack, the drinks reflect rising demand for convenient, flavourful moderation. The move follows Diageo’s Cocktail Collection launch and signals intensified focus on RTDs.  

Diageo is extending its non-alcoholic brand Ritual Zero Proof into the ready-to-drink category in the US, unveiling three classic cocktail formats – Margarita, G&T and Spritz. The launch reflects rising demand for convenient, flavourful non-alcoholic options, as moderation becomes a mainstream lifestyle choice among consumers.  

Responding to questions from Just Drinks, Diageo declined to provide sales data but emphasised that Ritual Zero Proof is designed to meet shifting expectations in the non-alcoholic space. Megan Hurtuk, head of non-alcoholic beverages marketing 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 new RTDs will be a permanent addition to the Ritual Zero Proof portfolio, available at select US retailers and nationwide online via RitualZeroProof.com. Priced at $13.99 for a four-pack, the drinks are manufactured at a facility just outside Chicago. The move positions Diageo to capture everyday occasions where consumers seek premium non-alcoholic cocktails without preparation, aligning with broader trends in moderation and mindful drinking.  

The launch follows Diageo’s recent introduction of The Cocktail Collection, a line of 100ml single-serve RTD cocktails made with premium spirits from Ketel One vodka, Bulleit Bourbon and Crown Royal whisky. This dual push into alcoholic and non-alcoholic RTDs underscores the company’s ambition to dominate the category. According to The Financial Times, Diageo CEO Sir Dave Lewis has told staff the company will intensify its focus on the RTD market, signalling a strategic commitment to innovation and portfolio diversification.  

By bringing Ritual Zero Proof into the RTD space, Diageo is tapping into the growing cultural shift towards moderation, where consumers increasingly expect non-alcoholic options to deliver the same quality and sophistication as traditional cocktails. The permanent addition of Margarita, G&T and Spritz formats reflects confidence in the segment’s long-term potential, while also broadening Ritual’s reach beyond the home bar into spontaneous, on-the-go occasions.  

The expansion highlights Diageo’s ability to adapt its portfolio to evolving consumer lifestyles, balancing tradition with modern convenience. As the RTD market continues to surge, the company’s dual-track strategy – premium spirits-based cocktails and non-alcoholic alternatives – positions it to serve diverse consumer needs while reinforcing its leadership in the global beverage industry.