• Category – Spirits, alcohol-free
  • Available – From this month
  • Location – The US, available in selected off-premise outlets and online through Amazon
  • Price – US$28.99 per 75cl bottle

Ritual Beverage Co has added to its no-alcohol spirits roster with a ‘rum’.

Ritual Zero Proof Rum Alternative, which started life as a brand website-exclusive, is rolling out more widely in the US. The Chicago-based start-up, which is part-owned by Diageo-backed incubator programme Distill Ventures, now boasts four SKUs in its portfolio, with 2019’s Gin Alternative and Whiskey Alternative joined by a ‘Tequila’ last year.

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“Ritual is the true liquor replacement,” said co-founder Marcus Sakey. “It is to spirits what … Oatly is to milk. Most people who buy those products aren’t vegetarian – they just want a little balance, without sacrificing flavour. Ritual has cracked that code – and consumers have noticed.”

Distill Ventures bought into Ritual early last year. The company follows alcohol-free spirits brand Seedlip on to Distill Ventures’ books, with Diageo acquiring majority control of Seedlip just over two years ago.

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