TUESDAY — A Concept for Aritzia
Every Day Is Worth Celebrating
TUESDAY
Tuesday is a reminder that life doesn't begin on Friday. It's morning light through linen curtains, a spontaneous lunch by the water, and a quiet moment before the world wakes up.
Alcohol Free Sparkling
Blanc de Blancs & Rosé
Blanc de Blancs
Rosé
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A private label concept for × × Tuesday
The Idea
Everyday Worth Celebrating

Morning light through linen curtains.
A spontaneous lunch by the water.
Fresh flowers on the kitchen counter.
A text from a friend. A new dress.
A quiet moment of reflection at the end of the day.

The new way to celebrate.
Clarity, confidence, guilt free.

Inspired by the beauty of ordinary days, Tuesday transforms everyday rituals into occasions worth celebrating. Crafted for moments both big and small, Tuesday Alcohol-Free Sparkling offers a fresh perspective on modern luxury: intentional, uncomplicated, and effortlessly elegant.

Whether shared over conversation, packed in a weekend tote, or poured on a random afternoon, Tuesday invites us to stop waiting for special occasions and start celebrating now.

Because the best days aren't always planned.
Sometimes they're just Tuesday.

Tuesday Moodboard
Tuesday lifestyle Tuesday lifestyle

What Tuesday looks like

Linen
Blush
Ease
No ceremony. No effort. Just the right thing, exactly when you want it.
Light
Sea air. Afternoon sun on water. The feeling of nowhere to be.
Restraint
Confidence doesn't shout. Tuesday says almost nothing, because it doesn't have to.
Ritual
Not a special occasion. An ordinary Tuesday, elevated on purpose.

Two tiers. One world.

Tuesday Prestige
Premium
Tuesday
Prestige
Full Matte Colour Bottle

A full matte coloured bottle. Cream for the Blanc, shell blush for the Rosé. No label. No clutter. The bottle is the brand. It photographs like a beauty object and belongs on a shelf between a Babaton blazer and a Wilfred tote.

Tuesday Blanc de Blancs · Matte Cream · 750 mL
Tuesday Rosé · Matte Blush · 750 mL
Tuesday Classic
Accessible
Tuesday
Classic
Clear Glass · Blush Label

A clear glass sparkling bottle with a minimal blush label. The same restraint. The same confidence. A lower entry price that makes Tuesday a genuine everyday buy for the Aritzia customer who grabs it alongside her linen trousers.

Tuesday Blanc de Blancs · Clear Glass · 750 mL
Tuesday Rosé · Clear Glass · 750 mL
Campaign Language
WHY
WAIT
FOR FRIDAY.
Everyday worth celebrating.
Open the good bottle. Beautiful days begin here.
A little luxury for the ordinary. For moments that don't need a reason.
Because the best days aren't always planned. Sometimes they're just Tuesday.
The Tuesday Tote

The Tuesday Tote.

Not a gift set. A ritual. Designed to live inside the Aritzia store experience as naturally as a Wilfred blazer or a TNA canvas bag.

The packaging tells the whole story before a word is read.

Why this. Why now.

34%
Market Growth
The non-alcoholic beverage category grew 34% in 2023 and continues to accelerate, driven by the same demographic Aritzia already owns.
18–35
Sober-Curious Core
The fastest-growing sober-curious consumer is between 18 and 35. She reads Aritzia's Instagram. She already shops here.
Zero
Competition In-Store
No premium fashion retailer has activated in this space. Tuesday would not be following a trend. It would be defining one.
TUESDAY
Everyday Worth Celebrating
Presented by
Marina Billinghurst
Co-Founder & CMO, Drink Glimmer Wine
marina@drinkglimmerwine.com
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