With the deal, Ritual will join a collection of brands that comprise much of a typical bar’s liquor shelf. Diageo is the parent of Bulleit, Casamigos, Guinness, Crown Royal and others.

The move cements the company's position as the largest non-alc liquor owner worldwide. Ritual offers alternative versions of tequila, rum, gin, whiskey and aperitifs, all described as "ounce-for ...

Diageo North America has acquired non-alcoholic spirits brand Ritual Zero Proof, as part of its strategy to capitalise on the growing demand for alcohol alternatives. Launched in 2019, Ritual has ...

Ritual sells alternatives to gin ... sure a non-alc cocktail is available on every menu and on every grocery and liquor store shelf, providing sophisticated choices to today’s consumer ...

Ritual Zero Proof’s products are sold in brick-and-mortar ... and our shared ambition to make sure a non-alc cocktail is available on every menu and on every grocery or liquor store shelf, providing ...

Diageo and Ritual had a “shared ambition to make sure a non-alcoholic cocktail is available on every menu and on every grocery and liquor store shelf”, he added. Presently, Ritual is not sold in the ...