Sober
- Company typePrivate
- Founded2020
- HeadquartersNew Delhi, India
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
Sober firmographics
Firmographics- Name
- Sober
- Legal name
- V9 Beverages Pvt Ltd
- Website
- https://drinksober.co
- Company type
- Private
- Founded year
- 2020
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Ownership category
- akta.pro rank
Sober industry classification
Industry- Product category
- Non-Alcoholic Spirits
- NAICS
- Distilleries (31214), Beverage Manufacturing (3121), Beer, Wine, and Distilled Alcoholic Beverage Merchant Wholesalers (4248), Beer, Wine, and Liquor Retailers (445320)
- SIC
- Beverages (2080), Wholesale-Beer, Wine & Distilled Alcoholic Beverages (5180), Bottled & Canned Soft Drinks & Carbonated Waters (2086)
- akta.pro primary industry
- Spirits Distilling & Brands (CRADAIAC)
- akta.pro secondary industries
- Ready-to-Drink (RTD) Alcoholic Beverage Production (Canned Cocktails, Hard Seltzer) (AFAFAAAE), Fine Wine & Luxury Spirits Retail (CRANABAE)
Keywords
Where Sober is headquartered
LocationHeadquarters
- HQ city
- New Delhi
- HQ country
- India
- HQ region
- Asia
Offices1 record
Markets served
Sober business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D
Revenue model
- Direct-to-Consumer E-commerce: Online sales through drinksober.co with direct shipping to consumers pan-India. Products include spirits (750ml at ₹1,779), wines (750ml at ₹2,999), canned cocktails (₹699 for 6-pack), and gift boxes.
- B2B Wholesale - Bars & Hotels: Distribution to premium bars, hotels, and restaurants across India. Available at select bars and venues for on-premise consumption.
- Corporate & Event Bulk Orders: Bulk purchasing programs for corporate gifting, weddings, and events. Dedicated sales channel for wedding celebrations and catering services.
- Gift Box Sales: Premium gift packaging (₹2,499) with complimentary glass, marketed for festive gifting occasions.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Non-alcoholic spirits (Gin, Rum, Whiskey, Pink Gin) - ₹1,779 per 750ml bottle |
| Unit Pricing | Pay-as-you-go | Non-alcoholic wines (Bianco, Rosso, Sparkling Brut) - ₹2,999 per 750ml bottle |
| Unit Pricing | Pay-as-you-go | Ready-to-drink canned cocktails - ₹699 per 6-pack |
| Unit Pricing | Pay-as-you-go | Sober AF Water (Still & Sparkling) - ₹1,401-₹1,999 for 24-pack |
| Unit Pricing | Pay-as-you-go | Festive gift boxes - ₹2,499 per box (750ml + complimentary glass) |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels6 records
Sober product offering
Product offeringCore offering
Sober manufactures and sells premium non-alcoholic beverages across four formats: distilled spirits (gin, rum, whiskey, pink gin) at ₹1,779 per 750ml, dealcoholised wines (bianco, rosso, sparkling brut) at ₹2,999 per 750ml, canned ready-to-drink cocktails (picante, rum & cola, whiskey ginger ale, skinny G&T) at ₹699 per 6-pack, and AF still and sparkling waters at ₹1,401–1,999 per 24-pack, alongside festive gift boxes at ₹2,499. The brand targets health-conscious, mindful, and sober-curious adult consumers in India through DTC e-commerce and premium on-premise hospitality distribution.
Differentiator
Problem solved
Functional benefit
Quantifiable outcome
- India's non-alcoholic beverage market growing from Rs 67,000 crore to Rs 1.5 lakh crore by 2030
- +2 more outcomes
Companies that use Sober
Customer profileNamed customers3 records
Segments3 records
Ideal customer profiles2 records
Sober technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Sober partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Spaceman Spirits Lab Pvt LtdcoreManufacturing partner for Sober products. Listed as 'Manufactured By: Spaceman Spirits Lab Pvt Ltd' on product labels. V9 Beverages markets the products while Spaceman handles production.
Scale indicators4 records
Recent moves6 records
Expansion highlights5 records
Sober competitors and assessment
Company assessmentEmerging players
- Three Spirit Drinks: Three Spirit offers functional non-alcoholic spirits (Livener, Social, Nightcap) designed with adaptogens and active ingredients for different occasions. Adjacent competitor to Sober with similar adaptogen-led value proposition.
- Kin Euphorics: Kin produces non-alcoholic "euphorics"—adaptogen and nootropic-infused drinks (High Rhode, Kin Bloom, Dream Light) targeting mindful drinking. Adjacent peer with similar wellness + adult social occasion positioning.
- Ghia: Ghia is a non-alcoholic aperitif brand with bitter, herbal, and adaptogenic ingredients. Comparable as a premium, mood-positioned non-alcoholic adult beverage serving the same mindful-drinking occasion, though positioned as aperitif rather than spirit substitute.
Direct peers
- Seedlip: Seedlip is the pioneering global non-alcoholic distilled spirit brand (founded by Ben Branson), now owned by Diageo. It produces distilled non-alcoholic gin, whiskey alternatives, and other botanically-infused spirits. Most directly comparable peer given Sober's positioning as India's first NAB distiller and Diageo's involvement.
- Aplós Drinks: Aplós produces non-alcoholic spirits (Aplós Calme, Aplós Arise) infused with adaptogens and hemp. Directly comparable to Sober's adaptogen-forward positioning and spirit alternative category.
- Pentire Drinks: Pentire makes a non-alcoholic gin alternative distilled from coastal botanicals. Closely matches Sober Gin in concept (botanical, distilled, zero-proof gin alternative) and the premium DTC positioning.
- Greater Than (Nao Spirits): Greater Than is India's first non-alcoholic gin, founded in 2018 by Nao Spirits—also an Indian pioneer in the category. Direct peer competing for the same Indian mindful-drinking consumer and on-premise listings.
- Lyre's Spirit Co. Lyre's offers one of the widest ranges of non-alcoholic classic spirit alternatives (gin, rum, whiskey, tequila, vodka, amaretto). Comparable to Sober's product breadth in the NAB category and competes globally for the same mindful-drinking consumer.
Regional players
- Svami Drinks: Svami is an Indian premium non-alcoholic beverage brand offering tonic water, ginger ale, and mixers. Comparable as a fellow Indian NAB brand targeting the same health-conscious adult consumer, though focused on mixers rather than distilled spirit alternatives.
Broad incumbents
- Diageo (Seedlip owner): Diageo is the world's largest spirits company and Sober's strategic investor (15% rising to 25%). Through Seedlip, Diageo is also the global leader in NAB distilled spirits—making it both an enabler (capital, distribution) and a competitive threat (overlapping portfolio).
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
Sober social profiles
Digital presenceSober financial estimates
Financial estimateRevenue estimate
Valuation estimate
Sober leadership team
Management profileNumber of profiles
Profiles1 record
Sober subsidiaries and ownership
Company hierarchySubsidiaries1 record
Sober funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Sober M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Sober
What does Sober do?
Sober manufactures and sells premium non-alcoholic beverages across four formats: distilled spirits (gin, rum, whiskey, pink gin) at ₹1,779 per 750ml, dealcoholised wines (bianco, rosso, sparkling brut) at ₹2,999 per 750ml, canned ready-to-drink cocktails (picante, rum & cola, whiskey ginger ale, skinny G&T) at ₹699 per 6-pack, and AF still and sparkling waters at ₹1,401–1,999 per 24-pack, alongside festive gift boxes at ₹2,499. The brand targets health-conscious, mindful, and sober-curious adult consumers in India through DTC e-commerce and premium on-premise hospitality distribution.
Is Sober a public or private company?
Sober is a private company. It is classified as venture growth investor backed and is currently operating.
When was Sober founded?
Sober was founded in 2020. It employs 1 to 10 people.
Where is Sober based?
Sober is headquartered in New Delhi, India, in the Asia region.
How does Sober make money?
Four revenue lines are on record. Direct-to-Consumer E-commerce is the primary driver. The others are B2B Wholesale - Bars & Hotels, corporate & Event Bulk Orders and gift Box Sales.
Who are Sober's main competitors?
Emerging players on record are Three Spirit Drinks, Kin Euphorics and Ghia. Direct peers are Seedlip, Aplós Drinks, Pentire Drinks, Greater Than (Nao Spirits) and Lyre's Spirit Co.. Svami Drinks is listed as a regional player. Diageo (Seedlip owner) is listed as a broad incumbent.
Does Sober have an API?
No public API is recorded for Sober.
What industry is Sober in?
Sober's product category is Non-Alcoholic Spirits. Its primary akta.pro industry code is CRADAIAC, Spirits Distilling & Brands, with a secondary code of AFAFAAAE, Ready-to-Drink (RTD) Alcoholic Beverage Production (Canned Cocktails, Hard Seltzer). Its NAICS code is 31214 and its SIC code is 2080.