Ritual Zero Proof

What Ritual Zero Proof does

Ritual Zero Proof (legal entity: Ritual Beverage Company) is a US-based non-alcoholic spirits brand and wholly-owned subsidiary of Diageo North America, the US arm of multinational spirits company Diageo plc. The company develops and sells botanical-based spirit alternatives formulated to substitute for traditional alcoholic spirits at a 1:1 ratio in cocktail recipes, with all products containing less than 0.5% ABV. Its portfolio spans five 750ml spirit alternatives (Agave, Rum, Gin, Whiskey, Aperitif) priced at $29.95 per bottle, three canned ready-to-drink cocktails (G&T, Margarita, Spritz) sold in 12 fl oz 4-packs at $13.99, a Bar Cart Bundle, and a subscription box. Underlying technology centers on proprietary botanical flavor engineering using filtered water, cane sugar, citric acid, and natural botanicals to replicate the taste, aroma, and 'bite' of traditional spirits without alcohol or significant calories.

The business operates through two parallel GTM motions: direct-to-consumer e-commerce via a Shopify-powered website with subscription (up to 15% savings, 15/30/45/60-day cadence) and Ritual Rewards loyalty, alongside a B2B wholesale channel routed through 12+ regional liquor distributors (Southern Glazer's Wine & Spirits, Breakthru Beverage Group, Allied Beverage Group, Johnson Brothers, and others) covering all 50 US states. Marketing leverages Klaviyo email, Attentive SMS, a recipe-content blog organized by spirit type, and a strong social presence (Instagram, Facebook, Pinterest, TikTok). Pricing is consumer-direct at $1.49-$1.79 per serving for spirits and $3.50 per can for RTDs, with free shipping above $40.

Ritual Zero Proof claims to be the first US-based non-alcoholic spirit brand and reports the #1 market position in US non-alcoholic spirits per NIQ L52 data (10/11/25), supported by Beverage Testing Institute recognition. The corporate footprint is small (only 2 currently-listed open sales positions), with corporate functions housed at Ritual Beverage Company's Chicago office and integration into Diageo North America's Norwalk, CT headquarters. The category itself is described as the fastest-growing within spirits, and the company self-positions as the fastest-growing spirit alternative on and off premise, signaling above-market growth despite the absence of disclosed revenue or headcount figures.

Name

Ritual Zero Proof

Legal name

Ritual Beverage Company

Website

https://ritualzeroproof.com

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

11–50 employees

Short description

Ritual Zero Proof is a US non-alcoholic spirits brand (Diageo North America subsidiary) that develops botanical-based 1:1 spirit alternatives and canned ready-to-drink cocktails, selling through DTC e-commerce, subscription, and 12+ wholesale distributors covering all 50 US states.

Ownership category

akta.pro rank

Product category

Non-Alcoholic Spirits

NAICS

Beverage Manufacturing (3121), Beer, Wine, and Distilled Alcoholic Beverage Merchant Wholesalers (4248), Beer, Wine, and Liquor Retailers (44532)

SIC

Beverages (2080), Wholesale-Beer, Wine & Distilled Alcoholic Beverages (5180)

akta.pro primary industry

Alcohol-Free & Low-Alcohol Beer/Wine/Spirits Production (AFAFAAAJ)

akta.pro secondary industries

Cocktail Mixes & Alcoholic Beverage Bases (non-alcoholic mixers, RTD spirit bases) (AFAFAGAH), Ready-to-Drink (RTD) Alcoholic Beverage Production (Canned Cocktails, Hard Seltzer) (AFAFAAAE), Spirits Distilling & Brands (CRADAIAC)

Keywords

• Non-alcoholic spirits
• Spirit alternatives
• Ready-to-drink cocktails
• Botanical beverages
• Mocktail mixers

Headquarters

HQ city

Chicago

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Operations, Personnel, Infrastructure

Revenue model

1. Direct E-commerce Sales: One-time purchases of bottled spirit alternatives and canned cocktails through the company's Shopify-powered website. Products sold include Agave Spirit Alternative ($29.95/750ml), G&T ($13.99/4-pack), Margarita ($13.99/4-pack), Spritz ($13.99/4-pack), and Bar Cart Bundle ($127.25). Free shipping on orders of 2+ bottles.
2. Subscription Program: Recurring subscription model with delivery options every 15, 30, 45, or 60 days. Subscribers receive up to 15% savings on all orders. Subscription covers all product variants including spirit alternatives and canned cocktails.
3. Wholesale Distribution: B2B sales to regional liquor distributors who resell to retail stores, restaurants, and bars. Products available nationwide through 12+ regional distributors including Southern Glazer's Wine & Spirits, Breakthru Beverage Group, and Allied Beverage Group.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

Ritual Zero Proof manufactures and sells non-alcoholic spirit alternatives (Agave, Rum, Gin, Whiskey, Aperitif) in 750ml bottles and ready-to-drink canned cocktails (G&T, Margarita, Spritz) in 4-packs, all formulated at less than 0.5% ABV to substitute for traditional spirits at a 1:1 ratio in cocktails. The company sells through its own Shopify e-commerce site (with subscription), a nationwide store network, and B2B wholesale to regional liquor distributors.

Product overview

Ritual Zero Proof offers a portfolio of non-alcoholic spirits and ready-to-drink canned cocktails. The product line consists of five spirit alternatives (Agave Spirit, Rum, Gin, Whiskey, and Aperitif) designed as 1:1 substitutes for their alcoholic counterparts, plus three canned cocktail formats (G&T, Margarita, and Spritz). Products contain less than 0.5% ABV and are positioned as alternatives for mindful consumption. The company also offers subscription boxes and bundle packages. Ritual Zero Proof is owned by Diageo North America and is America's #1 non-alcoholic spirit brand.

Differentiator

Problem solved

Functional benefit

Products and services

• G&T Canned Cocktail Pre-mixed, lightly carbonated non-alcoholic gin and tonic in a 4-pack of 12 fl oz slim cans, designed for ready-to-drink consumption.
• Margarita Canned Cocktail Pre-mixed non-alcoholic margarita in a 4-pack of 12 fl oz cans, offering bold agave and bright citrus profile for ready-to-drink consumption.
• Spritz Canned Cocktail Pre-mixed non-alcoholic bittersweet spritz in a 4-pack of 12 fl oz cans, featuring blood orange and fresh botanicals.
• Agave Spirit Alternative Non-alcoholic spirit alternative in a 750ml bottle designed to substitute for tequila at a 1:1 ratio, capturing earthy agave, smoky aroma, and bright finish.
• Rum Alternative Non-alcoholic spirit alternative in a 750ml bottle designed to substitute for traditional rum in cocktails at a 1:1 ratio.
• Gin Alternative Non-alcoholic spirit alternative in a 750ml bottle designed to substitute for traditional gin in cocktails at a 1:1 ratio.
• Whiskey Alternative Non-alcoholic spirit alternative in a 750ml bottle designed to substitute for traditional whiskey in cocktails at a 1:1 ratio.
• Aperitif Alternative Non-alcoholic spirit alternative in a 750ml bottle designed to substitute for traditional aperitif in cocktails at a 1:1 ratio.
• Bar Cart Bundle Bundle of five 750ml Ritual spirit alternative bottles (Agave, Rum, Gin, Whiskey, Aperitif) sold together at a discount compared to individual bottle pricing.
• Ritual Subscription Recurring subscription program delivering Ritual spirit alternatives and canned cocktails on a customer-selected schedule (every 15, 30, 45, or 60 days) with up to 15% savings, free shipping, and the ability to swap, skip, or cancel anytime.

Quantifiable outcome

• Highest-rated spirit alternative in the world
• +1 more outcomes

Named customers4 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Ten partnerships are on record, tiered core.

• ShopifycoreTechnology or IntegrationShopify powers the Ritual Zero Proof e-commerce website, providing the online store platform, payment processing integration, and order management capabilities.
• Amazon Multichannel FulfillmentcoreTechnology or IntegrationAmazon handles fulfillment and shipping for multichannel orders, providing logistics and delivery infrastructure for direct-to-consumer orders.
• KlaviyocoreTechnology or IntegrationKlaviyo email marketing platform tracks purchasing behavior and powers email campaigns, promotional communications, and customer retention programs.
• AttentivecoreTechnology or IntegrationAttentive provides SMS/MMS mobile messaging services for the Ritual Zero Proof mobile marketing program, including promotional messages, cart reminders, and order updates.
• Southern Glazer's Wine & SpiritscoreChannel Partner/ Reseller/ DistributorOne of the largest wine and spirits distributors in the US. Distributes Ritual Zero Proof in California, Florida, Idaho, Indiana, Kentucky, Louisiana, Missouri, Nebraska, Nevada, Ohio, Texas, and Washington.
• Breakthru Beverage GroupcoreChannel Partner/ Reseller/ DistributorNational beverage alcohol distributor. Distributes Ritual Zero Proof in Arizona, Colorado, Illinois, Maryland, South Carolina, and Washington D.C.
• Allied Beverage GroupcoreChannel Partner/ Reseller/ DistributorRegional wine and spirits distributor. Distributes Ritual Zero Proof in New Jersey.
• Johnson BrotherscoreChannel Partner/ Reseller/ DistributorFamily-owned wine and spirits distributor. Distributes Ritual Zero Proof in Minnesota, North Carolina, North Dakota, South Dakota, and Virginia.
• T.J. Sheehan DistributingcoreChannel Partner/ Reseller/ DistributorWine and spirits distributor. Distributes Ritual Zero Proof in New York.
• Union Beer DistributorscoreChannel Partner/ Reseller/ DistributorBeer and spirits distributor specializing in craft and specialty products. Distributes Ritual Zero Proof in New York City.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• De Soi: De Soi produces non-alcoholic aperitifs and sparkling beverages with adaptogens, targeting the same mindful-drinking and aperitif-occasion consumer as Ritual's Aperitif Alternative and Spritz.
• Kin Euphorics: Kin produces non-alcoholic functional beverages positioned for mindful social drinking. Adjacent to Ritual's aperitif/RTD portfolio with overlapping occasion and consumer segment, though more functional/nootropic positioned.
• Pentire Drinks: Pentire produces non-alcoholic botanical 'gin alternative' drinks targeting the sober-curious consumer. Comparable product format and use case, though with a single-SKU focus versus Ritual's broader portfolio.
• Optimist Botanicals: Optimist produces non-alcoholic botanical spirit alternatives targeting cocktail enthusiasts. Comparable 1:1 replacement use case to Ritual's spirit line, focused on the craft-mixology consumer.
• Abstinence Spirits: Abstinence Spirits is a non-alcoholic spirit brand offering gin, rum, tequila, and whiskey alternatives. Directly comparable 1:1 spirit replacement positioning to Ritual's core spirit portfolio.

Direct peers

• Lyre's Spirit Co. Lyre's produces a broad portfolio of non-alcoholic spirit alternatives (gin, whiskey, rum, tequila, etc.) designed as 1:1 cocktail replacements. Directly competes with Ritual across the same product categories, target occasions, and consumer segments.
• Ghia: Ghia is a non-alcoholic aperitif that competes directly with Ritual's Aperitif Alternative and Spritz canned cocktail. Targets the same mindful-drinking, social-occasion consumer.
• Seedlip: Seedlip is a pioneer in distilled non-alcoholic spirits and is itself owned by Diageo, sharing both category and corporate parent with Ritual. Direct head-to-head competitor in non-alc cocktail mixers and 1:1 spirit replacements.
• Aplós: Aplós produces non-alcoholic agave and hemp-infused spirit alternatives targeting the same cocktail-replacement occasion as Ritual's Agave Spirit. Direct overlap on agave-spirit positioning.

Broad incumbents

• Athletic Brewing Company: Athletic Brewing is the #1 non-alcoholic beer brand in the US. While beer rather than spirits, it competes for the same health-conscious, sober-curious consumer dollars and distribution shelf space.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/ritualzeroproof
• Facebookfacebook.com/ritualzeroproof
• Pinterestpinterest.com/ritualzeroproof
• TikToktiktok.com/@ritualzeroproof
• Xx.com/ritualzeroproof
• LinkedInlinkedin.com/company/ritualbeveragecompany

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Ritual Zero Proof