Quick commerce, alcohol moderation fuel India’s zero-proof drinks market as liquor giants, startups widen bets

“As consumer preferences evolve, demand for moderated choices and premium zero-proof experiences continues to grow. This rapidly growing category complements our core business and our increased investment in Sober demonstrates our confidence in its future potential,” said Praveen Someshwar, Managing Director and Chief Executive Officer. Diageo India. United Spirits Ltd owns 25% of V9 Beverages, Sober’s parent company.

However, not every company follows the same strategy. Catwalk, a startup that produces dry non-alcoholic gin, has moved from direct-to-consumer sales to focusing on restaurants, bars and hotels. Founder Ishan Arora said repeat corporate orders help build a sustainable business.