Belgian RTS Brand Weekend Expanded Global Distribution
The Ghent-based cocktail brand grew its reach through a strategic partnership with A Brand New Day.
Updated on Oct. 1, 2026 in Cocktails
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In Q1 2026, the Belgian ready-to-serve (RTS) cocktail brand Weekend significantly increased its footprint in non-cocktail venues. This expansion was bolstered by a distribution deal with A Brand New Day established nine months ago.
Why it matters
Hospitality venues are increasingly adopting RTS options to combat ongoing labor challenges that make preparing complex cocktails from scratch difficult. By offering pre-mixed alternatives, establishments can maintain menu diversity without the need for specialized bar staff.
The Pornstar Martini serves as the top-selling SKU by volume across the entire Weekend portfolio and its alcohol-free range. Weekend is slated to return to Bar Convent Berlin from 12-14 October 2026 at stand 18C28.
The players
Weekend
This Ghent, Belgium-based company produces ready-to-serve cocktail products for international hospitality markets.
A Brand New Day
This Dutch distribution firm partners with beverage brands to manage logistical operations and venue training.
The details
Distributors now provide specialized training and short explanations to venue staff to facilitate the inclusion of RTS products alongside existing offerings. Weekend products are currently distributed in Belgium, the Netherlands, Ireland, Switzerland, Denmark, and Spain, with plans to enter Germany, France, the UK, Italy, and Greece.
Timeline
Two years ago, Weekend first engaged with A Brand New Day.
Nine months ago, the company finalized its distribution partnership.
The expansion of listings occurred in Q1 2026.
Weekend will return to Bar Convent Berlin from 12-14 October 2026.
Culture Shift
Weekend's expansion follows the pattern set by the industry-wide shift toward ready-to-serve cocktails as a practical solution for labor-constrained hospitality environments. This transition reflects a broader move to simplify beverage programs in modern dining and nightlife spaces.
Consumers can expect to see consistent quality and more variety in pre-mixed drink options at non-traditional cocktail venues. This trend allows patrons to order familiar premium cocktails even in settings that previously lacked a specialized bar staff.
The takeaway
The rise of high-quality ready-to-serve options is effectively standardizing drink menus across diverse hospitality settings. Businesses and consumers alike are benefiting from the increased efficiency and reliability provided by these professional-grade pre-mixed solutions.
What happens next
Weekend is scheduled to exhibit at the upcoming Bar Convent Berlin trade show, occurring from 12-14 October 2026.
Further reading
For more on the latest developments in drink service, visit our Cocktails section.
Source note: This article includes information reported by The Spirits Business.
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