As consumers are becoming much more health-focused, they are becoming more critical of the products they buy, in particular alcoholic beverages. This has given rise to an exploding trend within the industry: zero proof alcoholic beverages. Whether that be beer or spirits, consumers are interested in trying non-alcoholic alternatives for their favorite beverages. This week on Just a Taste, we spoke with Marcus Sakey, one of the founding partners of Ritual Zero Proof who have created non-alcoholic whiskey and gin alternatives. In this episode we discuss what made them interested in creating a product that mimics the flavors of traditional spirits, as well as the consumer response they've had since launching.