Time For A New Ritual

Sometimes a cocktail is more about the moment than the buzz. Just because you’re dieting, driving, downshifting, making a baby or training for a marathon shouldn’t mean you have to be satisfied with just club soda. Consumers now have a new way to mark a moment with the launch of Ritual Zero Proof, the first American-made gin and whiskey alternatives to have the flavor, smell and burn of traditional spirits – without the alcohol or calories. 

Consumers today want more choices when it comes to beverages. They are conscious of drinking “better not more” and balancing alcoholic and non-alcoholic drinks. According to Google Trends, searches for “benefits of quitting drinking” have increased by 70% in the last five years and globally consumers explicitly mention “non-alcoholic” 81% more often than they did one year ago. And, with the biggest trend in cocktails being non-alcoholic drinks according to Forbes, the tide is clearly shifting, leaving a blank space to fill in the American market for a healthier, cleaner, premium alternative drink option. Enter Ritual.

The brainchild of bestselling novelist and television host Marcus Sakey, Ritual Zero Proof was born out of a love of cocktails. He and his founding partners, his wife GG and best friend David Crooch, wanted to expand their options.

“We’re not trying to replace alcohol,” said Sakey. “Our company is a small group of friends with big spirit collections – we love spirits, but we love choice even more. Ritual is another tool in your cocktail kit. It’s a way to have a grownup drink and still crush tomorrow. We’re all about more: more celebration, more laughter, more life.”

Non-GMO and gluten-free, Ritual Zero Proof is made of all-natural botanicals, individually distilled and carefully blended to capture the essence of classic spirits – not to mention, made with natural sugars and fewer (or in the case of the Gin Alternative, zero) calories. With a lush body and the satisfying heat necessary to build a proper cocktail, Ritual Zero Proof is designed to substitute alcohol 1:1, so there’s no need to reinvent your favorite recipe.

It’s the ultimate life hack that lets consumers enjoy a cocktail – or the process of making one – on their own terms: pour Ritual Whiskey Alternative neat or on the rocks; mix Ritual Gin Alternative with tonic or soda; use either in a classic recipe or even mixed with traditional spirits for low-ABV drinks with half the calories.


Bonfort’s Wine and Spirits Journal is the original business-to-business publication for the alcohol industry. Founded in 1871 and closed with Prohibition in 1920, Bonfort’s is reborn in 2018 as a modern digital media platform that creates and distributes premium digital content daily to the inboxes of the top beer, wine and spirits buyers nationally. Each day we publish the newest product releases, tell brand stories and engage with the entire 3-tier industry through our multidimensional digital media network for fast, immediate and impactful messaging that get’s noticed.