India's zero-proof drinks market heats up as liquor giants and startups widen bets
Quick commerce and alcohol moderation are fueling India's non-alcoholic beverage segment, with Diageo-backed Sober, Pernod Ricard and startups like Catwalk expanding portfolios. Category still sits under 1% of the alcoholic beverages market, but Sober scaled net sales from ₹60 lakh in 2024 to a projected ₹5.5 cr in FY26.
India's zero-proof beverages market gains momentum via quick commerce, modern retail and moderation trends, as Diageo-backed Sober, Pernod Ricard and startups like Catwalk expand portfolios and distribution across formats and platforms.
Why this matters
Sober's push into zero-proof drinks marks an early bet in a nascent India category, with Diageo backing and rapid net sales growth signaling investor confidence in alcohol moderation trends.
Retail-brand activity holds steady with 2,318 signals over the past 90 days.
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