WigglyBanana
WigglyBanana

Diageo just invested in Sober Gin (0% alcohol gin and whiskey)

Why it's interesting:

  • Diageo is on a spree of investing in 0% alcohol brands. in the US, drinking has gone down. Maybe they are preparing in advance in India. Or they just feel it's a good hedge strategy for future growth
  • The same founder owns Samsara and Sober (both amazing brand). Quite crazy!
  • I cannot for the life of me fathom why anybody drinks 0% alcohol gin or whiskey. If someone does, pls explain :p
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6mo ago
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