Case Study: Launching Jen & Barts in the RTD Beverage Boom
Our research identified that the RTD alcoholic beverage market is growing rapidly because premium, spirit-based cocktails are attracting younger, affluent consumers. By analyzing trends and consumer preferences, the R&D Department created Jen & Barts, an RTD brand offering premium yet approachable cocktails in convenient cans. The brand features vodka, tequila and whiskey-based variants and is designed to connect emotionally through storytelling and vibrant design.
Introduction
Over the past decade, the ready-to-drink (RTD) alcoholic beverage category has transformed from a niche corner of the beverage aisle into one of the fastest-growing sectors in alcohol. While overall alcohol consumption has softened, the RTD segment is booming because consumers crave premium, spirit-based cocktails that deliver convenience without sacrificing quality (www.askattest.com). This shift is driven by younger, more affluent drinkers who appreciate sophisticated flavors and are willing to pay for ready-made experiences.
Market research insights
Our R&D team conducted extensive research into macro trends shaping the RTD landscape. Studies show that growth in the RTD category is far outpacing the wider alcohol market, with UK canned alcoholic beverages expected to hit $1.365 billion by 2030 and US RTD cocktails rising 16.5 % in value to reach $3.3 billion in 2024 (www.askattest.com). Surveys reveal that 41 % of UK consumers and 27 % of US consumers shop in the RTD category, with cocktails being the most popular format (www.askattest.com). The demographic sweet spot is adults aged 30‑49 with higher household incomes who tend to consume RTDs once or twice a week, largely at home (www.askattest.com).
Global market reports also highlight a long-term growth trajectory: the ready-to‑drink alcoholic beverages market is forecasted to expand from $27.91 billion in 2025 to $49.27 billion by 2034, with a compound annual growth rate of 6.52 % (www.towardsfnb.com). Demand for convenience, the popularity of flavored and low-alcohol beverages, and strong adoption among younger demographics are driving this expansion (www.towardsfnb.com). Consumers are seeking portable, premium drinks with clean labels and natural ingredients.
From research to brand development
Inspired by these insights, the R&D Department set out to develop a brand that would meet the evolving demands of RTD drinkers. We conducted segmentation studies, taste tests, and packaging experiments to understand what appeals most to our target demographic. Our research emphasized the importance of:
- Premiumization: Consumers want cocktails that feel upscale, with high-quality spirits and nuanced flavor profiles.
- Approachability: Although premium, the product needs to be accessible – both in flavor and price – to encourage trial among curious drinkers.
- Design & storytelling: Branding must evoke authenticity and lifestyle aspirations, creating an emotional connection beyond just taste.
These findings led to the creation of Jen & Barts, an RTD brand that brings together artisanal cocktail craftsmanship with the convenience of a can. The brand’s name pays homage to fictional founders embodying warmth, hospitality, and adventure – a narrative that resonates with consumers seeking meaningful experiences.
The Jen & Barts concept
Jen & Barts launched with a line of ready-to-drink cocktails inspired by classic recipes but updated with contemporary twists. Each variant is crafted with premium spirits, real fruit juices, and botanical infusions to satisfy the trend toward high-quality, flavor-forward drinks. The product line reflects our research:
- A Vodka Citrus Spritz for consumers who enjoy light, refreshing cocktails.
- A Tequila Berry Smash that taps into the popularity of agave-based spirits and berry flavors.
- A Whiskey Ginger Fizz offering a lower‑alcohol option with spice and complexity.
Our packaging uses vibrant illustrations and a warm color palette to stand out on shelves and communicate the brand’s playful sophistication. The cans are sleek and portable, aligning with the growing preference for convenient formats. Sustainability is addressed through recyclable materials and responsible sourcing.
Conclusion
The RTD market’s rapid ascent presents tremendous opportunities for innovative brands willing to listen to consumers and deliver elevated experiences. Our research into demographic preferences, consumption patterns, and market forecasts underscored the potential for a premium yet approachable brand. Jen & Barts embodies these learnings by blending craft quality, convenience, and engaging storytelling. As the category continues to evolve, we will keep innovating to meet the needs of adventurous drinkers looking for ready-made moments of delight.