Evocus Becomes Exclusive Distribution Partner for Sober & Co Mixers in India

Evocus, a functional beverage brand, has acquired the exclusive distribution rights for the mixers portfolio of Sober & Co, a clean-label beverage brand, with immediate effect. Under this partnership, Evocus will manage distribution across offline retail, e-commerce, and on-trade channels across India.

As part of the agreement, Sober & Co. will continue to independently oversee production and product development, while Evocus will leverage its distribution network to scale the brand’s reach. The collaboration is aimed at strengthening Sober & Co.’s market presence, which currently spans approximately 1,000 retail touchpoints across the country.

Through Evocus’s established distribution capabilities and market reach, Sober & Co.’s mixers portfolio is expected to expand across key Indian markets, improving accessibility for consumers nationwide. The partnership reflects a shared focus on clean-label beverages and portfolio alignment.

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 represents a strategic move for Evocus as it continues to collaborate with brands that align with its positioning in the functional and premium beverage segment.

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 serve as the exclusive distribution partner for Sober & Co.’s mixers in India. While the company continues to assess similar opportunities, it remains selective and focused on partnerships that demonstrate a strong strategic and portfolio fit.