RITUAL ZERO PROOF EXPANDS INTO READY-TO-DRINK WITH NEW LINE OF PREMIUM NON-ALCOHOLIC COCKTAILS

Rhea-AI Summary

Ritual Zero Proof (NYSE:DEO) launched its first ready-to-drink non-alcoholic cocktails in cans: Margarita, G&T, and Spritz. Each lightly carbonated, single-serve drink is inspired by the brand’s zero-proof spirits, is available at select U.S. retailers and online, priced at $13.99 per four-pack, and will be a permanent portfolio addition.

News Market Reaction – DEO

-1.10%

-1.10% Session close to close

In the May 12 session, DEO declined 1.10%, reflecting a mild negative market reaction.

Data tracked by StockTitan Argus on the day of publication.

Market Context

This announcement extends Diageo’s innovation push into non-alcoholic convenience, adding three Ritu...

Analysis

This announcement extends Diageo’s innovation push into non-alcoholic convenience, adding three Ritual Zero Proof RTD cocktails at $13.99 per four-pack. It follows a series of recent launches in RTDs and premium limited editions across the portfolio. Investors may watch how this aligns with moderation trends, contributes to Diageo’s broader RTD strategy, and complements the company’s existing premium spirits offerings over time.

Key Figures

RTD SKUs: 3 canned cocktails RTD price: $13.99 per four-pack Age requirement: 21+ +1 more

4 metrics

RTD SKUs 3 canned cocktails Margarita, G&T, Spritz in Ritual Zero Proof RTD launch

RTD price $13.99 per four-pack Suggested retail price at select U.S. retailers and online

Age requirement 21+ Targeted at legal-drinking-age consumers embracing moderation

Product format Single-serve cans Lightly carbonated, portable non-alcoholic cocktails

Historical Context

5 past events · Latest: May 06 (Positive)

Pattern 5 events

Date	Event	Sentiment	24h Move	Catalyst
May 06	RTD cans launch	Positive	+5.3%	Launch of 100ml single-serve Mini Cans under The Cocktail Collection brand.
Apr 30	Limited bourbon release	Positive	+4.2%	Debut of Stitzel Reserve 31-Year-Old Bourbon Whiskey in a highly limited run.
Apr 23	World Cup campaign	Positive	-0.1%	Buchanan’s FIFA World Cup 2026™ campaign with new song and music video.
Apr 21	RTD variety pack	Positive	-0.7%	Launch of Captain Morgan Sliced Colada 12-count RTD variety pack for summer.
Apr 02	Limited tequila bottle	Positive	-1.8%	Tequila Don Julio 1942 FIFA-themed limited-edition bottle and global campaign.

24h Move is the share-price change in the day after each event; other market factors may also have contributed.

Pattern Detected

Brand and product launches often see mixed follow-through: 2 of the last 5 similar news events aligned with positive price moves, while 3 showed divergence, including declines after seemingly upbeat product or campaign announcements.

Recent Company History

Over the past months, DEO has focused on brand innovation and premiumization. On Apr 2, Tequila Don Julio 1942 introduced a FIFA-themed limited-edition bottle. Subsequent releases included Captain Morgan’s Sliced Colada RTD pack on Apr 21, a Buchanan’s FIFA 2026™ music-led campaign on Apr 23, a rare 31-year-old Stitzel Reserve bourbon on Apr 30, and The Cocktail Collection’s single-serve cans on May 6. Today’s non-alcoholic Ritual RTD launch extends this innovation into the moderation and convenience space.

Key Terms

ready-to-drink (RTD)

1 terms

ready-to-drink (RTD) technical

"Ritual Zero Proof enters the ready-to-drink (RTD) category with three canned..."

Ready-to-drink (RTD) are pre-mixed beverages sold in bottles, cans, or cartons that consumers can drink immediately without preparation, covering both alcoholic and nonalcoholic products. Investors pay attention to RTD because these products act like a fast-moving, convenience-focused version of a brand’s portfolio—their ease of use, shelf life, packaging and distribution can drive faster sales, higher repeat purchases and different margins compared with products that require mixing or on-site preparation.

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• Ritual Zero Proof enters the ready-to-drink (RTD) category with three canned non-alcoholic cocktails: Margarita, G&T, and Spritz
• Each expression is inspired by Ritual's award-winning zero-proof spirits including Agave Spirit Alternative, Gin Alternative, and Aperitif Alternative and comes in lightly carbonated, single-serve cans that deliver classic cocktails made non-alcoholic
• The launch builds on the growing demand for convenient, easy-to-serve non-alcoholic options and arrives just ahead of summer, when ready-to-drink formats are especially relevant
• Available now at select U.S. retailers and online nationwide at RitualZeroProof.com for a suggested retail price of $13.99 per four-pack and will be a permanent addition to the Ritual portfolio

NEW YORK, May 12, 2026 /PRNewswire/ -- Ritual Zero Proof, the number one non-alcoholic spirits brand in North America¹, is expanding into the ready-to-drink (RTD) space for the first time with three classic non-alcoholic cocktails in a can: Margarita, G&T, and Spritz. Landing just in time for the unofficial start of summer, the flavorful lineup makes it easier than ever to enjoy real cocktails made non-alcoholic, anytime and anywhere.

Experience the full interactive Multichannel News Release here: https://www.multivu.com/ritual-zero-proof/9397451-en-ritual-zero-proof-premium-non-alcoholic-cocktails

A Flavor-First Cocktail Experience, Made More Convenient for Today's Drinkers (+21)
Each expression is inspired by Ritual's award-winning zero-proof spirits, including Agave Spirit Alternative, Gin Alternative, and Aperitif Alternative, and comes in lightly carbonated cans that deliver true-to-cocktail flavor without sacrificing quality or taste. The Margarita, G&T and Spritz each highlight the character of their base spirits and bring Ritual's familiar profiles into a more effortless cocktail experience that stays true to the brand's flavor-first approach.

Enjoyed straight from the can or poured over ice, Ritual's non-alcoholic canned cocktails are the easy, grab-and-go choice for any occasion, from backyard barbecues to beach coolers and everything in between:

• Ritual Zero Proof Margarita – A fresh tasting margarita with bright, zesty, bold citrus notes upfront, balanced by tart citrus and smooth earthy agave, with an invigorating finish.
• Ritual Zero Proof G&T – Classic gin and tonic flavors meet notes of juniper, coriander, angelica root, and fresh-tasting lime zest to balance out the crisp, bitter tonic.
• Ritual Zero Proof Spritz – An effervescent aperitivo with bittersweet citrus and floral notes, hints of spice and herbs, and rosy and citrusy champagne flavors on the finish.

"As more consumers embrace moderation without stepping away from social drinking, the expectation for non-alcoholic options has shifted from 'available' to 'exceptional,'" said Megan Hurtuk, Head of Marketing of Non-Alcoholic Beverages at DIAGEO North America. "Ritual was built on the idea that you shouldn't have to compromise on flavor or experience, and this launch brings that same standard to the ready-to-drink shelf, delivering cocktail-quality options in the moments where convenience matters most."

Expanding Access to Premium Non-Alcoholic Cocktails
Ritual RTDs underscore the brand's commitment to making cocktail culture more accessible by enabling more shared social occasions for those who choose not to drink or drink in moderation. In a portable, ready-to-drink format, Ritual non-alcoholic cocktails extend the brand into new consumption moments, sitting comfortably alongside full-ABV offerings in social settings year-round.

Availability
Ritual Zero Proof RTDs are available now in the United States at select retailers and online at www.ritualzeroproof.com for a suggested retail price of $13.99 per four-pack and will remain a permanent addition to the Ritual Zero Proof portfolio.

For more information, visit RitualZeroProof.com and follow @RitualZeroProof on Instagram, Facebook or TikTok for the latest updates.

ABOUT RITUAL ZERO PROOF:
Ritual Zero Proof is the number one non-alcoholic spirits brand in North America and an early leader in the category - crafted to echo the taste, smell and mixes of traditional spirits, only without the alcohol. The brand's award-winning portfolio includes whiskey, agave, gin, rum and aperitif alternatives, each designed as a one-to-one replacement for traditional spirits, enabling bartenders and home mixologists to create non-alcoholic versions of classic cocktails like an Old Fashioned, Negroni or Margarita.

Founded in Chicago by three longtime friends, Ritual launched in September 2019 with Gin and Whiskey Alternatives after experimenting with hundreds of recipes and consulting with bartenders, chefs and beverage professionals. Since then, the brand has expanded to a portfolio of five exciting products, offering consumers an array of choices to enjoy their favorite cocktails, without alcohol. In September 2024, Ritual was fully acquired by Diageo, strengthening the company's position in the non-alcoholic spirits category while continuing the brand's commitment to great-tasting, easy-to-serve non-alcoholic cocktails for any occasion.

To learn more, visit www.ritualzeroproof.com/.

ABOUT DIAGEO:
Diageo is a global leader in beverage alcohol with an outstanding collection of brands across spirits and beer categories. These brands include Johnnie Walker, Crown Royal, J&B and Buchanan's whiskies, Smirnoff and Ketel One vodkas, Captain Morgan, Baileys, Don Julio, Tanqueray and Guinness.

Diageo is a global company, and our products are sold in nearly 180 countries around the world. The company is listed on both the London Stock Exchange (DGE) and the New York Stock Exchange (DEO).

For more information about Diageo, our people, our brands, and performance, visit us at www.diageo.com. Visit Diageo's global responsible drinking resource, www.DRINKiQ.com for information, initiatives, and ways to share best practice.

Celebrating life, every day, everywhere.

¹NIQ L52 10/11/25

 

View original content:https://www.prnewswire.com/news-releases/ritual-zero-proof-expands-into-ready-to-drink-with-new-line-of-premium-non-alcoholic-cocktails-302769586.html

SOURCE Diageo North America

FAQ

What did Ritual Zero Proof (NYSE:DEO) announce on May 12, 2026?

Ritual Zero Proof announced a new line of canned ready-to-drink non-alcoholic cocktails on May 12, 2026. According to Ritual Zero Proof, the launch includes Margarita, G&T, and Spritz flavors, expanding the brand from spirits alternatives into convenient RTD formats.

What flavors are in the new Ritual Zero Proof non-alcoholic RTD cocktails from DEO?

The new Ritual Zero Proof RTD range includes Margarita, G&T, and Spritz non-alcoholic cocktails. According to Ritual Zero Proof, each flavor is inspired by its Agave Spirit Alternative, Gin Alternative, and Aperitif Alternative, delivering familiar cocktail-style profiles in lightly carbonated, single-serve cans.

How much do Ritual Zero Proof non-alcoholic canned cocktails cost and where can DEO investors find them?

Ritual Zero Proof canned cocktails have a suggested retail price of $13.99 per four-pack in the United States. According to Ritual Zero Proof, they are available at select U.S. retailers and online nationwide through RitualZeroProof.com as a permanent addition to the portfolio.

Are Ritual Zero Proof RTD cocktails completely non-alcoholic and how are they meant to be enjoyed?

Ritual Zero Proof RTD cocktails are designed as non-alcoholic options that mimic classic cocktail flavors. According to Ritual Zero Proof, they can be enjoyed straight from the lightly carbonated can or poured over ice, offering an easy, grab-and-go choice for social occasions.

How do Ritual Zero Proof RTD cocktails fit into Diageo (NYSE:DEO) moderation and accessibility trends?

Ritual Zero Proof RTD cocktails aim to support moderation by offering premium non-alcoholic choices for social occasions. According to Ritual Zero Proof, the portable format helps non-drinkers or moderate drinkers participate in cocktail culture alongside full-strength alcoholic offerings year-round.

Will Ritual Zero Proof ready-to-drink non-alcoholic cocktails remain in the DEO brand portfolio long term?

Ritual Zero Proof states that its RTD non-alcoholic cocktails will be a permanent portfolio addition. According to Ritual Zero Proof, the Margarita, G&T, and Spritz cans extend the brand into new consumption moments, especially where convenience and easy serving are important.