United Spirits Limited has approved a further investment in V9 Beverages Private Limited (Sober) by subscribing to 1,762 Compulsory Convertible Preference Shares (CCPS) for an aggregate consideration of ₹3.2 crore. This investment will increase United Spirits' shareholding in Sober from the current 15% to 25% on a fully diluted basis. The Board of Directors approved this decision during their meeting held on 20th January 2026, which commenced at 16:00 hours IST and concluded at 18:20 hours IST. V9 Beverages Private Limited operates as a zero-alcohol beverage company, developing, producing, marketing, and selling non-alcoholic beverages under the brand name “Sober”. For the financial year ended 31st March 2025, Sober reported a turnover of ₹1.49 crore and a net worth of ₹1.18 crore. The additional investment aims to fund Sober's operating cash losses for future growth and expansion. The transaction is considered a related party transaction as United Spirits already holds an investment in Sober, but promoter/promoter group/group companies have no interest, and the transaction is conducted on an arm's length basis. The company had previously invested ₹2.29 crore on 26th September 2024, subscribing to 1,972 CCPS and 10 equity shares. The completion of this latest investment is expected on or before 20th February 2026. The announcement also noted that V9 Beverages was incorporated on 4th November 2020, and started commercial operations in October 2021. Its product range includes Sober Gin Alternative, Sober Pink Gin Alternative, Sober Rum Alternative, and Sober Whiskey Alternative.
