Sober (V9 Beverages)
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Diageo India doubles down on Sober, lifting V9 Beverages stake to 25%
Diageo India raised its V9 Beverages holding from 15% to 25% between June 2024 and January 2025, backing Sober's zero-proof spirits, RTDs and sparkling water push into India's top 100 bars at a ₹60 entry price. The bet rides a $39.7B alcohol market growing 3-4% CAGR as low/no-alc gains share.
The Hindu BusinessLine · 5/25/2026, 1:23:09 AM