-KH News Desk (cbdigital@imaws.org)
Salud plans to launch its premium gin and bitters in the Indian market, expanding into ten new regions and targeting Gen-Z and millennial consumers.
Salud, the renowned global urban lifestyle brand, has unveiled its ambitious expansion strategy to introduce its innovative products in the Ready-to-Drink (RTD) category across ten new markets in India.
With a firm commitment to delivering exceptional drinking experiences, Salud is set to launch its premium gin and Salud bitters in the Indian market next month. The move comes on the heels of the brand’s remarkable success in the previous fiscal year, where it surpassed expectations by selling an impressive volume of 25,000 to 30,000 cases in the RTD market alone.
Building upon this achievement, Salud plans to invest $1.5 million to fuel further growth and solidify its position in the thriving Alco-Bev market. Additionally, the brand aims to expand its product range by introducing three new Stock Keeping Units (SKUs) based on distinct spirits, catering to a wider range of consumer preferences.
Ajay Shetty, CEO of Salud, expressed enthusiasm about introducing their innovative products and the unique Salud experience to new markets in India. With a fusion of tradition and modernity, Salud prides itself on delivering exceptional drinking experiences. The brand’s sole focus is the Indian market, emphasizing its commitment to sourcing and producing everything locally.
To establish a strong presence, Salud is targeting critical regions across India, including Karnataka, Goa, Telangana, Maharashtra, Orissa, Pondicherry, Kerala, Punjab, Uttar Pradesh, and Chandigarh. By targeting both smaller and larger states, Salud aims to reach a diverse range of consumers, offering its fashionable lifestyle and premium products to a wide audience.
Recognizing the substantial growth potential of the RTD Alcohol Market in India, projected at a CAGR of 11.2% from 2022 to 2030, Salud aims to capture the interest of Gen-Z and millennial consumers. This demographic seeks convenient and healthier drink options that are low in sugar. Salud’s focus on providing quality and innovative RTD offerings aligns perfectly with the evolving preferences of the youth.
Salud has also established a state-of-the-art distillery facility in Goa, enhancing its production capabilities. This facility incorporates canning technology, allowing Salud to introduce recyclable cans for its products. By prioritizing cans over bottles, Salud demonstrates its commitment to environmental conservation and sets a new standard for sustainable packaging in the industry.
Setting itself apart as an industry pioneer, Salud is the first Indian brand to incorporate Non-fungible Tokens (NFTs) into its offerings, providing customers with a unique and immersive experience. In addition to their RTDs and non-alcoholic bitters, Salud plans to launch new collections for their exclusive line of clothing, Salud Merchandise, and their music IP, Salud Sessions, featuring exclusive tracks by various homegrown and international artists.
