Evocus gains access to a range of clean label mixers which are set to expand its portfolio
Evocus, a functional beverage brand, has acquired the exclusive distribution rights of Sober & Co, a clean label beverage brand, for the mixers portfolio effective immediately. As part of the partnership, Evocus will take over distribution across all channels offline retail, ecommerce, 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 1,000 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.
“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,” stated Clavell Santiago, Vice President – HoReCa Sales and Marketing, Evocus.
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.
“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,” stated Sharaan Kripalani, Founder/CEO of Sober & Co.
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.
