Everyday Weekend seeks bigger share in RTD alcoholic beverages market through rapid expansion in SEA

By Hui Ling Dang

- Last updated on GMT

Everyday Weekend’s canned hard seltzers come in tropical flavours aimed to suit the palate of South East Asian consumers. ©Everyday Weekend
Everyday Weekend’s canned hard seltzers come in tropical flavours aimed to suit the palate of South East Asian consumers. ©Everyday Weekend

Related tags hard seltzer Alcoholic beverage RTD alcohol

New Zealand-founded hard seltzer brand Everyday Weekend is aiming to seize growth opportunities in the ready-to-drink (RTD) alcoholic beverages category across Asia through affordable pricing and community marketing strategies.

Founded in 2020, Everyday Weekend’s footprint has since extended beyond its domestic market to China, Singapore, and Taiwan.

Its latest expansion into Hong Kong in November 2023 denotes a significant milestone, as the brand is doubling down on solidifying its presence in the hard seltzer sector in Asia.

According to the firm, the global hard seltzer market size is expected to grow at a CAGR of 13% to US$15.65bn by 2030, with an annual growth of 16% across South East Asia (SEA).

“Growth opportunities for this category are exponential, especially in SEA. The surge in demand is primarily driven by evolving consumer preferences and escalating popularity of RTD alcoholic beverages. Within Asia-Pacific (APAC), hard seltzers are rapidly gaining favour among urban consumers, and those seeking novel drinking experiences.

“Low-ABV beverages, in particular, are well received in Malaysia, Indonesia, and China. Interestingly, Australian consumers are going the other direction and looking for products with higher alcohol content. There is a similar trend in Japan, where consumers want to get bang for the buck in terms of ABV,” ​Jeremy Maclaurin, founder and director of Everyday Weekend, told FoodNavigator-Asia​.

Maclaurin cited “big goals” for the year ahead, with expansion into Malaysia, Indonesia, Thailand, Philippines, Vietnam, and South Korea on the horizon. 

A lot of brands come and go, particularly in China where I have 15 years of experience. Consumers nowadays pay attention to ingredient sources, branding, flavours, and product quality. Understanding each market and adapting to it is key.

“In Hong Kong, we are targeting the young demographic through innovative marketing. Indonesia is a huge market due to its sheer population size— here, we are looking to attract the younger populations who are more receptive to alcoholic beverages, as well as expats, tourists and locals in vibrant regions like Bali.”

The rising cost of living worldwide is another factor that the company has taken into account.

To keep its products accessible, Everyday Weekend is managing its supply chain to avoid “raising prices constantly”.

“As an independent and dynamic start-up, we are not bound by constraints faced by big companies, and are confident that Everyday Weekend will become a good alternative to beer and expensive cocktails. We work with different distributors in each market, and are available in bars and restaurants, convenience stores, and supermarkets etc.”

Build brand recognition, not “functional alcohol”

Everyday Weekend’s range of canned hard seltzers are made with natural fruits, premium vodka and sparkling water, and are claimed to be gluten-free, vegan and void of artificial colourings, sweeteners or preservatives.

The line-up consists of four flavour variants, including best-sellers Mango Passionfruit and Lime & Soda, which the brand has chosen for the initial launch in Hong Kong.  

Each beverage contains ABV of 5% and less than 100g of calories, catering to the overarching trend towards healthier lifestyles.

While Maclaurin observed that the US market is seeing development of “functional alcoholic beverages”, such as by adding electrolytes, he has no plans to follow suit at the moment.

“The functional beverages category is definitely growing along with the wellness and better-for-you trends, but it’s a cynical contradiction [for alcoholic beverages] to be ‘functional’.

“Right now, we are more focused on strengthening our foothold in SEA with our current products and gaining a bigger market share. We aim to stand alongside other alcoholic beverage giants and become a super recognisable brand in this region.”

The brand is targeting the Gen Zs and millennials through innovative and community-focused marketing strategies.

“We are deeply embedded in surf, fashion, skate, festival, street, and beach culture, and hope to provide a flavoursome addition to these communities and their activities.

“Our cans, which feature a bright tropical colour palette and animated illustrations, are designed by Singaporean artist Vanessa Lim. The plan is to work with artists in each market, such as Indonesia and South Korea, to design our packaging, as a form of support to the local community.”

In addition, Everyday Weekend recognises the increasing demand from consumers for brands that prioritise environmental responsibilities.

“It is our intention to make a difference to the waste issues across SEA via our unwavering commitment to sustainability. To reduce our environmental footprint, we have implemented eco-friendly production processes and packaging materials. For example, our hard seltzers come in fully recyclable aluminium cans.” ​ 

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