Diageo India ups stake in non-alc brand
Diageo’s Indian arm, United Spirits, has increased its stake in alcohol-free producer V9 Beverages.
The business initially took a minority stake of 15% in Indian firm V9 Beverages in 2024, alongside a 25% stake in Indie Brew & Spirits, producer of coffee liqueur Quaffine.
United Spirits has now gained approval from its board of directors to increase its stake in V9 to 25%.
Founded in 2020, V9 Beverages produces Sober, described as India’s first distilled non-alcoholic beverage. The brand’s range includes zero-ABV alternatives for rum, whisky, gin, and pink gin.
The additional investment is intended to support Sober’s growth and help fund its operating cash needs as part of United Spirits’ broader portfolio strategy in emerging beverage segments.
In June last year, Diageo’s Indian subsidiary purchased a majority controlling stake in Goa-based gin producer Nao Spirits for 130 crores (US$15.2 million).
Diageo also previously invested in zero-ABV apéritif producer Wilderton through its Distill Ventures arm, owning a 27.78% stake.
The Distill Ventures programme provided funding and support to drinks brands until its closure in March 2025.
Wilderton recently announced it would close its alcohol-free distillery in Oregon, US, at the end of this month and shelve the brand.
Prior to the end of the Distill Ventures programme, Diageo acquired zero-ABV brand Seedlip in 2019 and US-based non-alcoholic producer Ritual Zero Proof in 2024.
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