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.

Diageo India raised its V9 Beverages stake from 15% to 25% (Jun 2024–Jan 2025), backing Sober's zero-proof spirits, RTDs and sparkling water.

The Hindu BusinessLine · 5/25/2026, 1:23:09 AM · Ask about this →

Sober (V9 Beverages) + Baked + Diageo India + Sasra Gin + Somewhere Nowhere + USL +