Hard seltzer brand Everyday Weekend launches in Hong Kong

Everyday Weekend has launched into the Hong Kong market this November, positioning itself as an “alternative to beer and expensive cocktails” as the ready-to-drink (RTD) market grows in South East Asia.

The hard seltzer brand, which was founded in 2020, is launching into Hong Kong this month following its success in New Zealand, China, Singapore and Taiwan.

Everyday Weekend will introduce two of its four flavours — Lime & Soda and Mango & Passionfruit — into the Hong Kong market to begin with.

Everyday Weekend’s RTDs are packaged in 330ml aluminium cans designed by Singapore independent illustrator and artist Vanessa Lim.

According to the brand, its Hong Kong market launch is a significant milestone for Everyday Weekend, allowing it to gain recognition in the global hard seltzer industry.

The RTD category is expected to grow by 12% in volume between 2022 and 2027, hitting US$40 billion by 2027 across 10 key markets including China and Japan, IWSR data shows.

Revenue in the hard seltzer market across Asia amounts to US$2.6bn in 2023. The market is expected to grow annually by 28.96% (CAGR 2023-2028), according to Statista. The hard seltzer market across Asian regions is expected to show a volume growth of 59.6% in 2024.

Jeremy Maclaurin, founder of Everyday Weekend, said he hopes the brand will become “a favourite alternative to beer and expensive cocktails with expats, tourists and locals alike” in Hong Kong. “In addition it is our intention to continue to make a difference to the waste issues across South East Asia via our unwavering commitment to sustainability,” he said.

Everyday Weekend retails for HK$22 and is available at The Bottle Shop.

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