Jen & Barts: Building a Canned Cocktail Brand for the RTD Boom

Jen & Barts is a ready-to-drink (RTD) canned cocktail brand The R&D Dept. built from scratch. We started with research into why the RTD category was growing so fast, then turned what we learned into a brand, a product line and packaging made for the can.

Why build a canned cocktail brand?

Because the category is booming while alcohol overall is flat. Drinkers want premium, spirit-based cocktails without making them at home, and they'll pay for the convenience.

A few numbers from the research that shaped the brand:

• US RTD cocktails grew 16.5% in value to $3.3 billion in 2024, and UK canned alcoholic drinks are expected to reach $1.365 billion by 2030, according to Attest.
• 27% of US consumers and 41% of UK consumers shop the RTD category, and cocktails are the most popular format (Attest).
• The sweet spot is adults 30 to 49 with higher household incomes, drinking RTDs once or twice a week, mostly at home (Attest).
• The global RTD alcohol market is forecast to grow from $27.91 billion in 2025 to $49.27 billion by 2034, about 6.5% a year, according to Towards FnB.

What did the research tell us to build?

We ran segmentation studies, taste tests and packaging experiments. Three things kept coming up:

• Premium. People want it to feel upscale: real spirits and flavors with some depth.
• Approachable. Premium can't mean intimidating. Flavor and price have to make it easy to try.
• A story. The brand has to feel like a lifestyle you'd want to be part of, not just a liquid in a can.

Who are Jen & Barts?

They're fictional founders. The name stands for warmth, hospitality and a little adventure, the kind of hosts you'd want to drink with. That story gives a new brand something to feel familiar from day one.

What's in the line?

Classic cocktails with a modern twist, made with premium spirits, real fruit juice and botanicals:

• Vodka Citrus Spritz for people who want something light and refreshing.
• Tequila Berry Smash, riding the agave wave with berry flavor.
• Whiskey Ginger Fizz, a lower-alcohol option with spice and some complexity.

The packaging uses bright illustration and a warm palette so it pops on the shelf. The cans are slim and portable, and they're recyclable.

See the brand in our work: Jen & Barts case study.

Quick answers

What is Jen & Barts?

Jen & Barts is a premium ready-to-drink canned cocktail brand created by The R&D Dept., a brand strategy studio in Costa Mesa, California.

Why is the RTD cocktail category growing?

Drinkers want premium, spirit-based cocktails without the work. US RTD cocktails grew 16.5% in value to $3.3 billion in 2024, according to Attest.

Who buys RTD cocktails?

Mostly adults 30 to 49 with higher household incomes, who drink them once or twice a week, usually at home (Attest).

Launching a product into a crowded category? Let's talk about the brand.