Diageo Launches Three Canned Non-Alcoholic Cocktails at $13.99 per Four-Pack
DEO•Diageo’s Ritual Zero Proof brand has launched three ready-to-drink non-alcoholic cocktails—Margarita, G&T and Spritz—in lightly carbonated single-serve cans. Available now in U.S. retailers and online at $13.99 per four-pack as a permanent portfolio addition, the launch leverages Ritual’s award-winning Agave, Gin and Aperitif spirit alternatives ahead of summer.
1. Launch Overview
Ritual Zero Proof has entered the ready-to-drink category with three premium non-alcoholic cocktails—Margarita, G&T and Spritz—each inspired by its award-winning Agave Spirit Alternative, Gin Alternative and Aperitif Alternative. The products are lightly carbonated, single-serve cans designed to deliver authentic cocktail flavors without alcohol.
2. Pricing and Availability
The new RTDs are available now at select U.S. retailers and online at RitualZeroProof.com for a suggested retail price of $13.99 per four-pack. Diageo intends to keep these offerings as a permanent addition to the Ritual portfolio.
3. Strategic Growth in RTD Category
This launch marks Ritual’s first expansion into the RTD space, targeting rising demand for convenient non-alcoholic beverages. Timed ahead of peak summer consumption, it aims to capture share in occasions from backyard gatherings to on-the-go social events.
4. Brand Portfolio Implications
By broadening its non-alcoholic lineup with RTDs, Diageo leverages its 2024 acquisition of Ritual to diversify its product mix and drive incremental volume growth. The move strengthens Diageo’s position in the premium no- and low-alcohol segment.
