Zeroed In: Creating a New Category

Zeroed In: Creating a New Category

SNAPSHOT

Ritual Zero Proof launched in 2019 by identifying a white space in the alcohol market: there was a lack of real choice when it came to non-alcoholic options that matched the flavor, experience and sophistication of traditional spirits. It was an emerging trend about to explode. 

Starting with Gin and Whiskey Alternatives, Ritual quickly became the leader of the non-alc movement in the United States thanks to national earned media, capturing the attention of sober curious, moderation-minded and trend-forward consumers alike. 

With a combination of exceptional product quality, strategic agile marketing efforts and shifting consumer alcohol preferences led by Gen Z and Millennials, Ritual Zero Proof ultimately expanded its offerings to Tequila, Rum and Aperitif Alternatives. Today, Ritual Zero Proof has a robust national e-commerce and retail footprint and continues to be at the forefront of the category despite more brands entering the market. 

THE ASK

Launch a new brand, Ritual Zero Proof, with its first two products in 2019: non-alcoholic gin and whiskey spirit alternatives; make the non-alcoholic spirits category mainstream with Ritual as a leader through mass awareness, availability and consumption.

APPROACH

Agency H5 managed and executed Ritual’s formal media launch and strategic U.S. e-commerce rollout via social media and sold out of its initial six-month supply in only six weeks. The team also managed the announcement of Diageo’s minority investment in 2020. Throughout the partnership, Agency H5 sought to increase education on the burgeoning non-alcoholic spirit category among media, retailers and consumers and measurable trial/sales and retail/grocery acceptance through strategic always-on media relations. 

RESULTS

In the five years following launch, Ritual generated media coverage that increased year-over-year, cementing the brand as a category leader that made non-alcoholic spirt alternatives a mainstream trend. 

  • Media Attention: 600 earned media placements and 14.7 billion earned media impressions across five years of programming.
  • Product Expansion: Following launch, Tequila, Rum and Aperitif Alternative were added to the Ritual product line.
  • Retail Acceptance: Expansion into major chains and independent specialty retailers with availability online and in-store across the U.S., including Whole Foods Market and Total Wine & More.
  • Brand Growth: Became the #1 non-alc spirit brand according to Neilson and was ultimately acquired by Diageo in September 2024, with $1 of every $4 dollars in the category being spent on Ritual products.

AWARDS

  • Ritual products have won numerous consumer and industry awards and accolades, including:
    • Beverage Testing Institute: Ritual Tequila Alternative awarded a 98 rating – a top-rated non-alc spirit
    • Glamour: Named Ritual Tequila Alternative as Best Tequila Alternative and Ritual Rum Alternative as Best Rum Alternative
    • Food & Wine: Ritual Rum Alternative named among Food & Wine’s Best Nonalcoholic Spirits