Salud set to foray into 10 new Indian markets with spirit-based Ready-to-Drink beverages & Salud Bitters

Salud Expansion Capitalizes on Growing Demand for Ready-to-Drink Alcohol Among Gen-Z and Millennials
Ajay Shetty, chief executive officer of Salud
Ajay Shetty, chief executive officer of SaludPhoto - Salud

Salud, a global urban lifestyle brand, has announced its plans for expansion and the upcoming launch of new innovative products in the spirit-based Ready-to-Drink category in 10 new Indian markets. The company is set to introduce its premium gin and Salud bitters to the Indian market next month, demonstrating its commitment to delivering exceptional drinking experiences.

In the previous fiscal year, Salud achieved an impressive sales volume, delivering an outstanding 25,000 to 30,000 cases to the RTD (Ready-to-Drink) market alone, surpassing expectations. Building on this success, Salud plans to invest $1.5 million, to further fuel growth and strengthen its position in the Alco-Bev market. Moreover, the brand is expanding its product range by introducing three new SKUs based on distinct spirits, catering to a wider range of consumer preferences.

The brand aims to establish a strong presence in key regions across India, including Karnataka, Goa, Telangana, Maharashtra, Orissa, Pondicherry, Kerala, Punjab, Uttar Pradesh, and Chandigarh. By targeting both smaller and larger states, Salud is catering to a diverse range of consumers, offering its fashionable lifestyle and premium products to a wide audience.

The RTD Alcohol Market in India is poised for substantial growth, projected at a CAGR of 11.2% during the period 2022-2030. Salud recognises the increasing popularity of RTD alcohol among Gen-Z and millennials, who seek more convenient and healthy drink options that are low in sugar. The brand's focus on providing quality and innovative RTD offerings 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 established a state-of-the-art distillery facility in Goa. The facility not only enhances production capabilities but also incorporates canning technology, enabling Salud to introduce recyclable cans for its products. By prioritising cans over bottles, Salud demonstrates its commitment to environmental conservation and sets a new standard for sustainable packaging in the industry.

Salud is the first Indian brand to incorporate NFTs (Non-fungible Tokens) to offer a unique and immersive experience to its customers. Besides its RTDs and non-alcoholic bitters, Salud Merchandise, an exclusive line of clothing and Salud Sessions, the music IP of Salud, which holds exclusive tracks by various homegrown and international artists, will soon launch new collections.

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