Redefining Social Drinking with India's First Zero-Proof Brand Sober by Vansh Pahuja

Pahuja notes that Sober was never about opposing alcohol but rather about creating a choice for those moments when one opts out. "We wanted people to enjoy the same experience, minus the negative effects. Whether you're driving, parenting, or simply focusing on wellness, our spirits let you be part of the moment, with the same sense of enjoyment and style," he explains. The product line replicates the sensory experience of spirits like whiskey and gin, allowing drinkers to seamlessly switch from alcoholic to non-alcoholic drinks while maintaining the same flavor profile.

Since its launch in November 2021, Sober has seen significant traction, with Pahuja witnessing a shift in consumer behavior. "Before we started, non-alcoholic options were mainly sugary mocktails. Now, a lot of bars have dedicated 'sober' or 'zero-proof' sections on their menus," he shares. The typical Sober consumer varies widely—from families gifting it to loved ones with health restrictions to regular drinkers who switch to Sober after their second or third drink to maintain social energy without the hangover.

Positioning the brand in a market that is slowly waking up to zero-proof options has been a unique challenge. While the non-alcoholic category is growing, it is still largely undefined. Pahuja explains, "Sober is not a mixer or a soda; it’s a distilled spirit that replaces traditional alcohol in cocktails." This distinction helps the brand carve out a niche that complements rather than competes with tonic waters, non-alcoholic beers, and flavored sodas. "The non-alcoholic beer market is growing, but it caters to a different palate. Our goal is to replicate the complexity of spirits in a way that appeals to both non-drinkers and those accustomed to alcohol."

One of Sober’s core strengths lies in its use of local ingredients. The brand is committed to incorporating Indian botanicals like ashwagandha and tulsi, adding a touch of India's rich herbal tradition to its offerings. "The idea was to create a product that’s not just better for you but also carries an authentic Indian story. It’s about blending global trends with our heritage," says Pahuja. All production takes place in their Goa-based distillery, which focuses on capturing the nuanced flavors of these botanicals, although he notes that the challenge often lies in the distillation process itself rather than sourcing.

As the zero-proof category evolves, Pahuja is optimistic about its future. He sees the trend as part of a broader global shift towards mindful consumption. "People are more aware of what they consume now. It’s not just a trend; it’s a lifestyle change. More cocktail bars will continue to add non-alcoholic options, and with each new brand that enters the market, it further validates what we’re doing," he says. Looking ahead, Sober plans to expand internationally, starting with the Middle East, a move that could solidify India’s place in the global zero-proof movement.

In a world where more people are looking for healthier, yet indulgent choices, Sober offers an alternative that resonates with the modern consumer. As Pahuja sums it up, "It's about feeling included and enjoying the moment—whether you're drinking or not."