Salud, a global urban lifestyle brand, redefining the drinking experience, is set to launch its new range of ready-to-drink (RTD) products, Salud Viking, a 15% mead-based Ready-to-Drink, crafted with homegrown goodness. The RTD delight is a blend of pure honey and all natural ingredients offering consumers a unique carbonated wine-in-a-pint format that introduces them to the ancient world of mead.

The global RTD market was valued at USD 1.22 billion in 2022 and is projected to reach USD 2.57 billion by 2030. The Indian market is expected to reach USD 1.2 billion by 2027. (Source: Market Research Future and Mordor Intelligence). RTD growth in India is a result of rising disposable incomes, changing lifestyles and the increasing demand for convenient and flavorful beverages.

With its unique IPA-style, hop-infused flavor, the beverage promises a smooth, easy and distinctive experience. Packaged in a 375ml bottle with 15 per cent alcohol content, Salud Viking has a premium look. The revamped, rugged cusp logo complements the strength and character of the beverage.

The brand's premium and contemporary look is a testament to its commitment to excellence. Crafted through the fermentation of honey and water, Salud Viking offers a refreshing twist to the age-old elixir.

Ajay Shetty, chief executive officer and founder of Salud said, “Tourism plays a significant role in Kerala's economy, and tourists have their own drinking habits. It has created pockets of increased alcohol consumption in the Kerala market. Our team has been working behind the scenes all year to develop a unique range of products to add to its catalogue of traditional and sparkling meads and honey. Salud Viking is our thoughtful response to the growing trend of celebrating everyday moments. Crafted as a unique celebration in a bottle, it embodies the changing preferences of our consumers.”

We take pride in being a 100 per cent Indian product, sourcing everything locally and working closely with local suppliers. The Viking theme adds a layer of history and authenticity, drawing inspiration from the original mead makers, the Vikings. As we explore the market, our curiosity is centered on how our flavor, style and story resonate with consumers and establish us as true differentiators in the industry,” he added.

Salud Viking is available in the Kerala in 375ml size at just INR 170 and also available in Goa market, offering premium quality at an aspirational yet affordable price point, which is accessible to consumers of all ages and lifestyles. Viking is best paired with steaks, chicken or fish. Its rich notes complement desserts like almond or lemon tart, drizzle cake or baked cheesecake. It also pairs wonderfully with peaches and cream, shortcake or mature cheese.

Salud is the first Indian brand to incorporate NFTs (Non-fungible Tokens) to offer its customers a unique and immersive experience. 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.