The New Product Radar

Ritual Zero Proof RTDs

Diageo · 1 May 2026 · North America

Ritual Zero Proof RTDs
Summary
Ritual Zero Proof is moving into ready-to-drink with four-packs of Margarita, Gin & Tonic and Spritz at US$13.99.
Why it matters
Zero-proof is shifting from bottle substitute to finished occasion — less mixing, more immediacy.
Rationale
Tagged Consumer Trend because the move extends the moderation occasion into ready-to-drink; Serve and Occasion secondaries capture the format and the no-mix drinking moment.
Locations North AmericaEurope