New Delhi: United Spirits Ltd, India’s largest spirits maker, on Tuesday said it has completed a further investment of about ₹3.2 crore in V9 Beverages Pvt Ltd, the company behind zero-alcohol beverage brand Sober.
In a regulatory filing, United Spirits said Sober has allotted 1,762 compulsorily convertible preference shares (CCPS) to the company, completing the transaction that was earlier announced on January 20. With this infusion, United Spirits’ shareholding in Sober rises to 25% on a fully diluted basis, from 15% earlier.
Sober operates in the zero-proof alcohol beverage segment, offering non-alcoholic alternatives to spirits such as gin, rum and whisky. The additional investment will help fund the startup’s operating cash requirements and future growth and expansion, the company said.
United Spirits had first invested in Sober in September 2024, subscribing to CCPS and equity shares for ₹2.29 crore. The latest infusion reflects the company’s strategy to tap into the growing non-alcoholic and low-alcohol beverages market, driven by changing consumer preferences and premiumisation trends.
Sober reported revenue of ₹1.49 crore and net worth of ₹1.18 crore in FY25, with its entire revenue currently generated from the Indian market.
United Spirits said the transaction is a related-party deal, but promoter or promoter group entities do not have any interest in Sober.