Ritual Zero Proof

Diageo, the leading alcholic drinks firm, has announced it has made a minority investment in the spirit alternative business Ritual via its accelerator arm Distill Ventures. The investment marks a futher foray by Diageo into alcohol-free spirits, following its previous acquisition of a majority stake in Seedlip, described as the world’s first distilled non-alcoholic spirit brand. Designed for use in cocktails, Ritual products use botanicals to echo the taste, smell and …