Salud, a renowned urban lifestyle brand with a global presence, has unveiled its ambitious expansion strategy, including the imminent introduction of groundbreaking products in the Ready-to-Drink category across ten emerging Indian markets. With a strong dedication to providing unparalleled drinking experiences, Salud will be launching its exquisite premium gin and Salud bitters in the Indian market next month. This move underscores the brand’s commitment to delivering exceptional quality and ensuring a remarkable journey for consumers.
In the last financial year, Salud accomplished remarkable sales figures, exceeding expectations by delivering an impressive volume of 25,000 to 30,000 cases solely to the Ready-to-Drink (RTD) market. Capitalizing on this triumph, Salud intends to invest $1.5 million to amplify growth and solidify its position in the Alco-Bev (Alcoholic Beverages) industry. Additionally, the brand is expanding its product portfolio by introducing three new Stock Keeping Units (SKUs) derived from distinctive spirits, aiming to cater to a broader spectrum of consumer preferences.
The brand aims to expand its footprint and establish a strong presence in key regions across India, including Karnataka, Goa, Telangana, Maharashtra, Odisha, Puducherry, Kerala, Punjab, Uttar Pradesh, and Chandigarh. By strategically targeting both smaller and larger states, Salud aims to cater to a diverse range of consumers, offering its fashionable lifestyle and premium products to a wide audience.
The Ready-to-Drink (RTD) Alcohol Market in India is positioned for significant expansion, with a projected Compound Annual Growth Rate (CAGR) of 11.2% from 2022 to 2030. Salud is keenly aware of the growing popularity of RTD alcohol among the Gen-Z and millennial generations, who actively seek convenient and healthier beverage choices with low sugar content. The brand’s emphasis on delivering high-quality and innovative RTD options aligns perfectly with the evolving preferences of the youth demographic.
Ajay Shetty, Chief Executive Officer of Salud, said, “We’re thrilled to introduce our innovative products and the Salud experience to new markets in India. Our fashion-forward brand combines tradition and modernity, delivering exceptional drinking experiences. As we expand, our sole focus is the Indian market, where we aim to source and produce everything locally.”
Salud has recently established a cutting-edge distillery facility in Goa, which not only amplifies its production capabilities but also integrates canning technology. This technological advancement allows Salud to introduce recyclable cans as the primary packaging for its products. By prioritizing cans over bottles, Salud showcases its unwavering dedication to environmental conservation and sets a pioneering example for sustainable packaging within the industry.
Salud is the first Indian brand to incorporate NFTs (Non-fungible Tokens) into its business model, revolutionizing the way customers experience its offerings. By leveraging NFT technology, Salud offers a unique and immersive experience that goes beyond traditional products. In addition to its renowned RTDs and non-alcoholic bitters, Salud introduces new dimensions to its brand through Salud Merchandise, an exclusive line of clothing, and Salud Sessions, an exceptional music IP featuring exclusive tracks by both local and international artists. This groundbreaking integration of NFTs establishes Salud as a trailblazer, providing customers with unprecedented digital assets and redefining the boundaries of consumer engagement.
