NEW YORK — Diageo North America is acquiring Ritual Zero Proof, a Chicago-based manufacturer of non-alcoholic spirits. Terms of the acquisition were not disclosed.
Diageo acquired a minority stake in the company in 2020 through Distill Ventures, a venture capital fund supported by Diageo, according to the company.
Diageo said the acquisition will help deliver its next phase of sustainable growth.
“Ritual Zero Proof is the No. 1 brand in the fastest growing adult beverage category, and meets growing consumer demand for a flavorful and sophisticated, yet accessible spirits alternative,” said Sally Grimes, chief executive officer, Diageo North America. “We are delighted to welcome it into our broader portfolio, where it will beautifully complement both our non-alc offerings, as well as those with alcohol, and serve to present consumers with even more choice and variety.”
Since launching in 2019, Ritual has grown to be the No. 1 non-alcoholic spirit brand in the country, according to the company.
David Crooch, co-founder of Ritual Zero Proof, will remain with the company. Crooch has been named general manager of Diageo non alcohol, and will lead the company’s expansion of non-alcoholic business.
“From day one, we’ve set out to create an iconic brand in the drinks industry, specifically designed to meet the needs of the modern consumer,” Crooch said. “Ritual brings this mission to life, and Diageo understood that from the get-go. With the continued and widespread growth of the category, there is significant market presence and consumer demand. Ritual has the ability to meet consumer desires and tastes, seamlessly offering traditional spirit alternatives ounce-for-ounce.”
