Vansh Pahuja, Founder, Sober
When the Indian arm of a global spirits giant takes a 15 per cent stake in a startup creating non-alcoholic beverage, and a year and a half later ups the stake to 25 per cent, it makes one take notice. In June 2024, Diageo India (USL) invested in alcohol-free drinks producer V9 beverages, known for its brand Sober, and in January this year it increased the investment.The alcohol market in India — valued at roughly $39.7 billion — has seen growing consumption across categories with a steady overall CAGR of 3–4 per cent, though premium products have grown faster. Diageo has been upping its focus on premiumisation, but why invest in non-alcohol?
No-alcohol, no-sugar Picante from Sober
Explains Praveen Someshwar, MD and CEO, Diageo India, “As consumer preferences evolve, demand for moderation-led choices and premium zero-proof experiences continues to grow. This fast-growing category complements our core business, and our increased investment in Sober reflects our confidence in its future potential.”On a hot summer evening, one meets Vansh Pahuja, the 32-year-old founder of Sober, at his bar Somewhere Nowhere in Delhi’s GK2 market. It’s a concealed bar in true speakeasy style, with a hidden entrance and an amazing vibe. Pahuja is excited as he has just launched a ready-to-drink canned non-alcoholic version of the cocktail Picante. “It’s zero-sugar, zero-calories, zero-alcohol — globally people have done non-alcoholic Picante, but with sugar. This is the first without sugar,” he says. But he is quick to add that it is not promoted as healthy. “Rather I would call it ‘mindful’,” he says.
