Last week, Diageo announced that it had acquired Ritual Zero Proof, the top-selling non-alcoholic spirits brand in the United States. The conglomerate had already owned a minority stake in the non-alc label — which includes whiskey, tequila, gin, rum, and an aperitif — though full ownership poses interesting questions. Could this be Diageo buying up any potential competition to Seedlip, a brand that’s been in the portfolio since 2019? Or is it an indication that the company believes in the future of the non-alcoholic market and wants to buy in now before it’s too late?
After all, Diageo is based in London where consumers tend to pinball between alcoholic and non-alcoholic drinks throughout one night. Perhaps the company wants to take advantage of the trend in hopes that the same trend will take over stateside.
Today on the “VinePair Podcast,” Adam, Joanna, and Zach speculate about Diageo’s recent acquisition of Ritual Zero Proof. With Seedlip already in its portfolio, why add another brand? Does the growing popularity of “zebra striping” — alternating between alcoholic and non-alcohol products — in the U.K. portend a similar trend here in the U.S.? What is the target market, and why is it likely to be largely on-premise? Plus, an extended discussion of hotel bars. Tune in for more.
Adam is drinking: Martini at Corner Bar
Zach is drinking: Bale Breaker “Pink Skies” Fresh Hop IPA
Joanna is drinking: Casamara Club “Superclassico” Aperitivo
