In the bustling Indian Alcobev market, one name stands out for its innovative products and vibrant lifestyle experience – Salud Beverages. Founded by the visionary entrepreneur Ajay Shetty, it is not just a brand; it’s a celebration of life, quality, and self-expression.

Bacardi and Coca-Cola to tie up for an RTD!

Ajay Shetty – The Visionary Behind Salud

Ajay Shetty is a pioneer in the alcobev industry. He set out to challenge the status quo and redefine how we drink, live, and celebrate. Ajay began with a Bachelor’s in Computer Science, followed by a Master’s in Management Information Systems. He first built his skills in finance and then eventually shifted to the alcobev world. His first venture, Myra Vineyards, was a success. In 2020, amidst global challenges, Ajay introduced Salud Beverages, marking the beginning of a new era in the industry.

Salud: Innovating Drinks and Crafting a Bold Lifestyle

Salud Beverages – Elevating the Drinking Experience

Salud Beverages captures the ‘Spirit of Life’ with its collection of Ready-To-Drink (RTD) beverages. These drinks have taken the market by storm. Each product reflects the brand’s commitment to innovation and quality. With diverse flavors, Salud offers something for every palate.

Salud Fiesta– One of the brand’s standout products, Salud Fiesta, is India’s first-ever Agave refresher. This drink bursts with vibrant flavors. It combines the crispness of agave, the sweetness of grenadine, and the tang of lemon and orange. With 8% alcohol by volume, it’s ideal for those seeking a light, refreshing drink to kickstart their celebration. Salud Fiesta is more than just a drink; in fact, it’s a true party in a bottle. Available in Goa, Himachal Pradesh, and Karnataka, it’s quickly becoming a favorite for flavor explorers.

  • Price & Availability: [Goa (₹100), Himachal (₹300), Karnataka (₹135)]

Salud Viking– Another revolutionary product from Salud is Salud Viking. A mead-based RTD drink, Viking takes a modern approach to an ancient tradition. Viking is bold and refreshing with its 15% ABV and a blend of honey’s natural sweetness and lively carbonation. This drink is ideal for party starters, offering a generous portion that packs a flavorful punch. Available in Goa, Delhi, Himachal Pradesh, and Kerala, Salud Viking sets the stage for vibrant social gatherings​

  • Price & Availability: [Delhi (₹150), Goa (₹110), Himachal (₹350), Kerala (₹170)]

Salud G&T 2.0– Salud’s G&T 2.0 series is a testament to the brand’s innovative approach to traditional drinks. This gin and tonic comes in multiple flavors, including Original, Cucumber, Lavender, and Watermelon & Mint, allowing drinkers to choose their favorite blend of botanicals and natural flavors. With a lighter ABV of 5%, G&T 2.0 is perfect for a casual drink that doesn’t compromise on taste​

  • Available Flavors: Original, Cucumber, Lavender, Watermelon & Mint

Salud Strong Cranberry– For gin lovers, Salud Strong Cranberry offers a unique and delightful twist. This gin-based refresher combines classic gin with fine herbs and botanicals, topped off with a zesty cranberry-citrus flavor explosion. With 15% ABV, this drink is perfect for both lively social occasions and moments of quiet relaxation. Salud Strong Cranberry’s sleek packaging and refreshing taste make it a standout option for modern drinkers​

  • Price & Availability: [Delhi (₹170), Goa (₹100), Himachal (₹300), Karnataka (₹135)]

Salud’s collection of RTD Beverages, including Fiesta, Viking, and Cranberry Strong, gained attention with a focus on quality and diverse flavors. Investors recognized the potential, injecting $1.5 million in 2021 to support the brand’s growth.

Salud: Innovating Drinks and Crafting a Bold Lifestyle

Salud’s Unique Positioning

Ajay Shetty has carved out a unique space for the brand, disrupting the RTD genre and redefining celebration, quality, and lifestyle. His commitment to creativity, travel, sports, and sneakers is reflected in the brand, establishing a whole new way to embrace Salud.

The brand has always been an extension of Ajay’s personality; therefore, he introduced a merchandise line to complement the already stylish beverages. Unlike most approaches to surrogacy marketing, however, Ajay actively put this merchandise line to work, creating clothing and accessories that genuinely define the lifestyle.

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The brand enters the phy-digital space with Token Runway NFTs, unlocking exclusive experiences, including 5% of all proceeds from NFT-related merchandise, brand merchandise, distillery tours, and special access to Salud sessions.

Salud Sessions, the brand’s dynamic music IP, has released 7 volumes of curated tracks from homegrown and international artists, available across streaming platforms. These albums capture the essence of the brand, setting the stage for live events that celebrate not just the brand, but life itself.

A Toast to the Future

Salud Beverages goes beyond traditional drink offerings by blending lifestyle, self-expression, and innovation. With its Token Runway NFTs, the brand pioneers the fusion of physical and digital experiences, granting holders exclusive access to Salud Sessions, distillery tours, and stylish merchandise. The NFTs also provide a financial incentive, as token holders earn 5% of proceeds from NFT-related sales, transforming consumers into stakeholders.

Salud’s lifestyle merchandising, in addition, notably features bold apparel collections, including oversized shirts and bucket hats, which further emphasize self-expression. Moreover, Salud Sessions curates music from both homegrown and international artists, thereby creating an immersive experience that truly celebrates life. Under Ajay Shetty’s visionary leadership, the brand is not only crafting beverages but also shaping an evolving global lifestyle, ultimately inviting everyone to fully embrace the “Spirit of Life.”

Salud – where vibrant flavors, innovative experiences, and a bold lifestyle intersect to create a whole new way of raising your bottle.