In the United States, this category has seen a +31 percent compound annual growth rate (CAGR) in retail sales value over the past five years, with non-alcoholic spirits being the fastest-growing segment within adult beverages during that time. Additionally, 94 percent of non-alcoholic beverage buyers also purchase beer, wine, or spirits containing alcohol. On average, U.S. households (21+) that purchase non-alcoholic beverages spend $292 more annually than those that buy only alcoholic beverages, highlighting the category’s incremental value relative to traditional alcoholic beverages.
Sally Grimes, CEO of Diageo North America, said: “Ritual Zero Proof is the number one brand in the fastest growing adult beverage category, and meets growing consumer demand for a flavorful and sophisticated, yet accessible spirits alternative. We are delighted to welcome it into our broader portfolio, where it will beautifully complement both our non-alcoholic offerings, as well as those with alcohol, and serve to present consumers with even more choice and variety.”
