EXECUTIVE SUMMARY

In the scope of the Project Course Garage at the Vienna University of Economics and Business and BOKU Vienna, we have successfully conceptualized Saluté - a performance-oriented, natural Maté drink that combines high-quality ingredients with a high level of transparency, targeting the needs of high-performing individuals.

Our Product

Saluté is a unique Maté drink, meticulously crafted to cater to active individuals seeking natural performance enhancers that harmonize health benefits with a delightful, yet natural taste. Our innovative mixture combines organic Brazilian Maté tea, natural fruit juice, and added essential minerals and vitamins such as Magnesium, Zinc, Vitamin B, and Vitamin C to minimize fatigue and boost both physical and mental health. The natural fruit juice in our drink, sourced from fruits like oranges, maracuja, and berries, allows us to eliminate added sugar entirely.

What makes Saluté special?

One key differentiator of Saluté is the clear emphasis on enhancing the performance of busy Saluté is formulated to boost physical and mental stamina, promote focus, and aid overall wellbeing, all under the banner of natural ingredients. Simultaneously, we advocate for full transparency. Every ingredient used in Saluté is clearly listed and we educate our consumers about the provenance and the potential health benefits of each ingredient. Therefore we are especially targeting both busy professionals as well as athletes on every level and are confident to meet the sweet spot that meets the demand of both main customer groups.

Market Positioning

We acknowledge that the beverage industry is incredibly competitive and that establishing a new drink in the market is challenging. However, we are confident that we have identified a unique niche. While most tea-based refreshments focus on wellbeing and market relaxation and calmness, we position ourselves at the opposite end of the spectrum as the perfect companion for long workdays and an ideal pre-workout drink.

The Path Forward

Our vision for Saluté is clear, and we are convinced of the direction we want Saluté to take. Our mission is to bring a transparent, natural, yet performance-enhancing Maté drink to the market. Our immediate next steps involve finalizing the exact recipe, refining our relationships with supply partners and retail chains, and producing the first batch of Saluté for promotion and further product testing.

Cooperation Partner

• Saluté

• www.drinksalute.com

Contact Person

• Stefan Arnreiter - stefan@arnreiter.com

Student Team

• Stefan Arnreiter – CEO, Founder & Strategy Leader

• André Zechner – CFO, Finance & Operations

• Liselotte Schmidberger – Creative Management

• Felix Kreiner – Online Marketing and Branding

• Minko Minkov – Distribution Channels & Sales

Project Manager

• Thomas Pannermayr

• Alessio Delpero