As part of the partnership, Evocus will take over distribution across all channels, offline retail, e-commerce, and on-trade, while Sober & Co. will continue to independently manage production and product development. The collaboration is designed to significantly strengthen Sober & Co’s market presence, which currently has about a 1000 retail touch points across India.

Through Evocus’s robust distribution network and deep market reach, Sober & Co. ‘s mixer range is expected to expand rapidly across key markets in India, making the brand more accessible to consumers nationwide.

Commenting on the partnership,  Clavell Santiago  VP – HoReCa Sales and Marketing, Evocus said,

“This partnership allows us to strengthen our basket offering and add greater value to our customers and partners. Sober & Co aligns strongly with our focus on clean-label, high-quality beverages, and we see a strong synergy between our portfolios.”

The association marks a strategic step for Evocus as it continues to identify and collaborate with brands that complement its positioning in the functional and premium beverage space.

Sharaan Kripalani, Founder/CEO of  Sober & Co added,

  “Partnering with Evocus enables us to scale faster and reach a wider audience across India, while allowing us to stay focused on product quality, product innovation, and operations.”

Evocus will be the exclusive distribution partner for the mixers offered by Sober & Co in India. While the company is evaluating similar opportunities, it continues to remain selective, working only with brands that share a strong strategic and portfolio fit.