Acquisition

Diageo Buys Ritual Zero Proof, Completing a Five-Year Path Into Non-Alcoholic Spirits

Diageo has fully acquired Ritual Zero Proof, the leading U.S. non-alcoholic spirit brand, marking the culmination of a five-year strategic investment. This move solidifies Diageo's position in the rapidly growing non-alcoholic beverage market, leveraging Ritual's unique one-to-one substitution model.