Diageo India has completed a further investment in V9 Beverages Private Limited (“Sober”), subscribing to 1,762 Compulsory Convertible Preference Shares (CCPS) for approximately INR 3.2 crore. This transaction, detailed in a prior announcement dated January 20, 2026, is now complete. The additional investment increases Diageo India’s stake in Sober from 15% to 25%.
Investment in V9 Beverages Completed
Diageo India has finalized its further investment in V9 Beverages Private Limited, known as “Sober.” The company has acquired 1,762 Compulsory Convertible Preference Shares (CCPS) in Sober.
Financial Details of the Investment
The aggregate consideration for this investment is approximately INR 3.2 crore. This was initially outlined in the company’s letter dated January 20, 2026, and that deal is now finalized.
Impact on Shareholding
Following this investment, Diageo India’s shareholding in Sober will increase from 15% to 25% of the equity share capital on a fully diluted basis.
Background of V9 Beverages
V9 Beverages, operating under the brand name Sober, focuses on zero-proof alcohol beverages. Founded by Mr. Vansh Pahuja and Mr. Aditya Aggarwal, the company officially began commercial operations in October 2021.
Financial Performance of Sober
The company’s recent financial performance includes:
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* FY 22-23: INR 0.59 Cr
* FY 23-24: INR 0.56 Cr
* FY 24-25: INR 1.49 Cr
Sober’s entire revenue is currently derived from India.
Rationale for the Investment
The investment is intended to support Sober’s operating cash losses, enabling future growth and expansion. Diageo India views Sober as a zero-proof alcohol beverage brand that can offer consumers broader options.
Source: BSE
