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Q&A Deep Dive: ‘Alternative Spirits.’

Ritual Zero Proof Co-founder Marcus Sakey Discusses Burgeoning Category. ‘Mad Cooking,’ Not ‘Mad Science.’
October 15, 2019

In 2015, UK-based Seedlip pioneered a now small but fast-growing category of distilled non-alcoholic drinks that mimic spirits. Sometimes referred to as “alternative spirits,” these drinks have tapped into the growing consumer desire for low- or no-alcohol bar choices. The alternative spirits category is far less defined in the US, which is why startup Ritual Zero Proof caught our attention after its launch last month. According to co-founder and crime novelist Marcus Sakey, Ritual soon will announce “significant” funding from a strategic investor. We reached out to Sakey to learn more about the category. The following interview is edited for clarity and space...


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