This joins the company’s existing lineup of Ritual Zero Proof Gin Alternative and Ritual Zero Proof Whiskey Alternative.
Like all of the brand’s non-alcoholic offerings, the goal is not to replace liquor but rather to “add another tool to the at-home cocktail kit for those looking to make more conscious choices,” the company says. Each pour is a blend of botanicals with a flavor profile that simulates the mouthfeel of traditional tequila. Designed for margaritas, it pairs with off-the-shelf mix for a spirit-free offering, or with Triple Sec for a low-ABV cocktail.
“Since our launch less than a year ago, we’ve received so many requests for a natural, zero proof offering that mimics the flavor experience of tequila,” says Marcus Sakey, founding partner and chief brand officer of Ritual Zero Proof. “With the margarita in mind, we’re so proud we can deliver on that feedback, especially at a time when so many of us are mixing up our cocktail rituals.”
Ritual Zero Proof Tequila Alternative has the traditional blue agave aroma, followed by notes of ripe tropical guava, mellow spices, smoke, vegetal green bell pepper and bright Mexican lime, the company reports. Its heat is finished with notes of sea salt.
The suggested retail price for Ritual Zero Proof Tequila Alternative is $25 per 750-ml. bottle.
In January, Diageo made a minority investment in the company.