Ritual Zero Proof, the non-alcoholic spirits brand owned by Diageo North America, is entering the ready-to-drink category with three lightly carbonated canned cocktails — Margarita, Gin & Tonic, and Spritz — priced at $13.99 per four-pack. The products are available immediately at select U.S. retailers and online at RitualZeroProof.com, and the company has designated the line a permanent portfolio addition rather than a limited seasonal offering. The three expressions draw directly from Ritual's existing zero-proof spirits range: the Margarita is built on the brand's Agave Spirit Alternative, the G&T on its Gin Alternative, and the Spritz on its Aperitif Alternative. By translating those award-winning base spirits into single-serve formats, Diageo is attempting to extend Ritual's retail shelf presence beyond the spirits aisle and into the fast-growing RTD cooler set, where convenience and occasion-readiness are primary purchase drivers. The timing is deliberate. RTD volumes in the United States have outpaced total beverage alcohol growth for several consecutive years, and the no-and-low alcohol segment within that category has drawn particular investor and operator attention. According to data cited across the [non-alcoholic beverage sector](/beverages/non-alcoholic-trends), consumer demand for alcohol-free alternatives peaks sharply in the second and third quarters, making a May launch strategically positioned to capture summer occasion spending at retail. For Diageo, the move reflects a broader effort to capture share in a segment that commands premium pricing without the excise-tax burden of alcoholic SKUs. At $13.99 for a four-pack — approximately $3.50 per can — Ritual's RTD line sits at the upper end of the non-alcoholic RTD shelf, consistent with the brand's positioning against conventional spirits rather than legacy soft-drink alternatives. Analysts covering [Diageo's North America portfolio](/beverages/diageo-north-america-strategy) have previously flagged no-and-low as one of the few volume-growth vectors available to large spirits houses amid softening full-strength spirits consumption. No first-year volume or revenue targets were disclosed in connection with the launch. Written by Michael Politz, Author of [Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1)](https://www.amazon.com/Beverage-Magazines-Guide-Restaurant-Success/dp/1119668964), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine's "Top 40 Under 40" for founding American Wholesale Floral, Politz is also the Co-founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.