Five Drinks Co. is a new venture co-founded by former Anheuser-Busch InBev executive Felipe Szpigel that’s on a mission to share simple cocktails with consumers in a ready-to-drink canned format.

Five Drinks’ motto of “Less isn’t more. It’s right,” isn’t just a reflection of the fact that it creates products with five ingredients or less but also a nod to its 6.8-ounce cans, a representation of the average cocktail pour, which is less than the standard 12-ounce canned cocktail size.

Five Drinks’ marketing continues to play up the themes that involve simplicity and the number five, as the front of its cans list all the ingredients used and the brand says that “It didn’t take us longer than five seconds to make our logo.”

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