Sundays – A new way to drink

Inspired by the US hard seltzer wave, we knew Switzerland was thirsting for something more, something exceptional - drinks that are delicious, low in sugar, and free of artificial nonsense.

At Sundays, we're quenching the «thirst for change» of a new generation tired of the same old beer, wine, and sugary cocktails.  Our dynamic range of hard seltzers and hard ice teas brings flavor and flair to every celebration, creating a community around mindful sipping and joyful gatherings.

After shaking up the Swiss market, we’re ready to scale to new heights. To fuel our growth, we need your support. This funding will help us enhance our marketing and sales efforts, innovate our products, cut costs, secure event placements, and explore new markets. With the European Ready-to-Drink (RTD) beverage market projected to reach over $8 billion by 2028, there’s no better time to invest.

Sundays snapshot

The team

At Sundays, we're rewriting the rules of the beverage industry with a powerful twist: our company is proudly female founded and led. Our all woman leadership team brings a unique blend of creativity, resilience, and vision. Each sip of Sundays is a celebration of women's ingenuity and a toast to breaking barriers, setting us apart in every sparkling drop. Join us in redefining refreshment with a brand that’s as bold, vibrant, and dynamic as the women at its helm.

With over 25+ combined years of experience in the beverage industry (including with Döhler, Coop, Carrefour) the Sundays team knows what it takes to develop and build a beverage brand that is positioned for long-term success. Complimented by a leadership team with deep start-up, sales, logistics, finance, marketing and branding expertise, Sundays is committed to crafting great premium beverages that support our community and the planet.

Katy Lee (CEO & COO, logistics and operational management)

Katy is a seasoned start-up specialist, focusing on the intersection of fashion and sustainability.  With an operations and logistics background, Katy has successfully grown a well known consumer goods business based in NYC, managing many different aspects of the business including sales, customer service, sourcing, logistics, shipping and cost controlling. 

Now, as the CEO and co-founder of Sundays, Katy brings her strong startup, operations, customer service and logistics background to bear in the Ready to Drink drink space.  Over the past 4 years as the CEO of Sundays, Katy has developed a strong network within the European beverage industry, regularly speaking at conferences, attending events, and coaching new startups.  Additionally, the importance of sustainability that has underpinned her entire career also informs Sundays’ values, driving the creation of ever more mindful and conscious products.

Her favorite Sundays are spent soaking up the sun while having a leisurely picnic by the lake or river with friends.

Norell Narum (business development)

With 15 years of experience in account management and business development, Norell is a seasoned pro at developing a robust sales pipeline, transforming opportunities into thriving partnerships and leveraging her relationship-building skills to forge connections that drive success.

Having grown up in the US and Switzerland, she navigates international markets with ease, and she brings a linguistic flair to every venture. As a veteran negotiator on “Höhle der Löwen” (the Swiss version of Shark Tank), she honed her investment pitching expertise.

Her favorite Sundays are spent with friends with a refreshing Sundays Hard Ice Tea in hand.

Jennifer Kedinger (marketing & communications)

Jennifer is a seasoned leader with expertise in the travel and food & beverage industries, known for her strategic vision and data-driven approach. As the marketing lead at Sundays Beverage AG, she uses her digital marketing and integrated communications background to drive growth and innovation.

Her career includes a notable tenure at Hyatt Hotels International, where she developed brand strategies, positioning, communication frameworks, and content management. Jennifer excels in consumer insights, market research, brand impact management, and global communication standards. She collaborates with creative agencies to ensure consistent marketing and promotes sustainable practices, including reducing food waste and driving ESG reporting.

Her favorite Sundays are spent outdoors in nature on a sunny day. 

Christopher Lee (financial planning & special projects)

Christopher is a financial professional working as a treasury consultant for fortune 500 companies for over a decade.  Known for his pragmatic approach to problem solving and project management, Chris excels at efficiently driving complex initiatives to realize key benefits. 

As the head of Finance and Special Projects with Sundays, Chris works on financial and control initiatives as well as any strategic priorities for the company - focusing on high-quality, timely delivery.

His favorite Sundays are spent with friends and family reminiscing about the weekend at a chill bar or restaurant.

Brandon Brink (design director for branding & product)

Brandon is a creative professional with over a decade of experience in multidisciplinary design and strategy. He has branded, launched, and marketed an award-winning aloe vera beverage, designed product concepts for a Fortune-50 technology company, crafted digital marketing campaigns for legacy and challenger brands, and developed a blockchain intelligence platform for a leading crypto research consultancy.

As the Brand and Design Lead of Sundays, he has grown the brand from concept to a multi-line RTD beverage company, overseeing product labels, packaging, marketing collateral, and brand application across all touchpoints.

His favorite Sundays are spent with friends at an outdoor dance party, like the long-running Mister Sunday party at Nowadays in Brooklyn, New York.

Yves Heer (retail & HORECA strategy and sales)

Yves, as a partner in Creative Food and Beverage, founder and CEO of Aola, and co-founder of RELOADZ, has been building successful brands in the Swiss beverage industry for years.  Before setting out on his own, Yves worked as a beverage buyer at both COOP and Carrefour, enabling him to fully understand the trends that drive success in both the on-trade (gastronomy) and off-trade (retail) markets.    

At Sundays, Yves is responsible for sales and distribution strategy, helping to place Sundays with key partners in the HORECA and retail segments.  

His favorite Sundays are spent with family and a great beverage.   

Can Kalayci (product development and production)

As the founder and CEO of Creative Food and Beverage (CF&B), Can has been providing beverage innovation, recipe development, production strategy and co-bottling services in Switzerland and Europe for the past 10 years.  Before founding CF&B, Can worked as a Beverage Scientist at DöhlerGroup, developed white-label drinks for COOP and Migros, and co-founded multiple beverage companies including Möwenherz, Herbtie and, of course, Sundays.  

As a co-founder of Sundays, Can is responsible for product development, production innovation and raw-material sourcing. Additionally, by leveraging CF&B’s in-house bottling capabilities and recipe development expertise, Sundays is able to quickly create innovative, small-batch production runs in order to test new concepts and make limited edition and seasonal products.

His favorite Sundays are spent spending time with his son.

Core portfolio & innovation

Created to rapidly innovate and bring exciting new drink concepts to market, Sundays is working to change the way Switzerland drinks with an eye toward emerging consumer trends and developing markets. To date, Sundays has released a range of popular flavored hard seltzers and hard teas and is exploring additional new RTD concepts. Firmly established in both retail and gastronomy within Switzerland, Sundays is seeking investment to scale and entrench its position as a market leader in the craft RTD category while pursuing expansion opportunities throughout Europe and beyond.

Committed to a sustainable future

We’re committed to sustainability and quality, using the finest natural ingredients from the Swiss region and working with local partners. Additionally, we measure, reduce and offset our carbon footprint, ensuring that every sip you take serves a better tomorrow.

What we use your investment for?

Strategic investment will directly drive Sundays’ growth initiatives including building of a dedicated sales team, increasing investment in online and event marketing, developing new RTD beverage concepts, and ramping-up production facilities in low cost markets to expand distribution outside of Switzerland.

Why should you should become a co-owner?

The European market for RTD beverages is growing exponentially and, by investing in Sundays, you have the opportunity to become a co-owner of an established brand founded by proven industry professionals that is well-positioned to capitalize on this growth in Switzerland and abroad.  With your support, we will pursue growth and diversification initiatives aimed at quickly scaling the brand with an eye toward acquisition in the next 5-8 years and a target ROI of at least 400% over this same time horizon. 

Your benefits as a co-owner

By investing in Sundays, you are investing in Switzerland’s ready-to-drink revolution.  As a co-owner you will grow with us as we quench the thirst for innovative, conscious beverages in a rapidly expanding market projected to reach over $8 billion in Europe by 2028. In addition to financial benefits, our investors will be an instrumental part of the Sundays' community and will have the opportunity to provide insights on new flavors, suggest category expansions, participate in exclusive events, and more.

Our community is the heart of our brand. 

2M+ impressions across social channels
(60% earned and owned, 40% paid)

Sundays has cultivated an engaged community of content creators, DJs, award winning bartenders, skaters, trendy restaurants, night-life aficionados, foodies and health influencers. United by their love of Sundays’ refreshing flavors and commitment to the brand’s values, these diverse tastemakers are the heart of Sundays digital strategy, authentically generating band awareness and organic growth.

8M+ impressions across media and outlets
(100% earned) 

Sundays has been featured in prominent Swiss and DACH media outlets, raising awareness of the alcoholic RTD beverage category as well as the profile of the brand. With its in-house Marketing and Communications team, Sundays continually works to achieve organic earned media coverage to elevate and position the brand with consumers.