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Last week, Diageo announced that it had acquired Ritual ZeroProof, the top-selling non-alcoholic spirits brand in the United States. Could this be Diageo buying up any potential competition to Seedlip, a brand that’s been in the portfolio since 2019? With Seedlip already in its portfolio, why add another brand?
Bloating and burping are proof that life’s not always a gas. In 2019, a trio of University of New Hampshire graduates founded one of the first bubble-free booze companies, NOCA — a portmanteau of non-carbonated — as a counterpoint to then-ascendant hard seltzers. Highlighting a drink’s lack of carbonation is a smart sales pitch.
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