Conversation group

Focus group: reaction to premium pricing

Zephyr will cost about 40% more than a regular soda. What's your honest reaction to that price?

Noah Williams

For me that's a lot. I'd try it once out of curiosity, but daily at that price? No chance on my budget.

James Okafor

Hard to justify for the whole family. Maybe an occasional treat for me, not the weekly shop.

Sofia Rossi

Honestly it feels fair if the quality and design deliver. I already pay that for the better-for-you brands.

Liam Murphy

I'd pay it if it's genuinely convenient — a reorder I don't have to think about. Price matters less than the hassle.

Elena Popescu

It sits in an odd middle for me: pricier than a soda, but I'd want it to feel more special to match.

What pricing or format would make it a regular buy for you?

Noah Williams

A multipack that drops the per-can price, or a student deal. Then I'm in.

James Okafor

A family multipack. If the per-can cost comes down, it becomes an easy yes.

Sofia Rossi

Keep the single-can premium for the fridge-at-work moment, but offer a nicer multipack for home.

Would a subscription change your mind?

Liam Murphy

Absolutely — a subscription at a small discount is exactly how I'd buy this.

Elena Popescu

Maybe, if it came with a bit of a ritual or variety pack. The discount alone wouldn't do it.

Noah Williams

Only if I could pause it easily. Lock-in is what puts me off subscriptions.

Executive summary

The group split cleanly on the 40% premium: affluent and design-led consumers accept it, while value-driven and family shoppers see it as a barrier to regular purchase. Nearly everyone converged on the same fix — multipacks and subscriptions that lower the per-can price — with younger buyers wanting flexibility and no lock-in.

Key themes

The premium splits the room by value orientation

Affluent and premium-minded participants find the price fair; price-sensitive and family shoppers treat it as an occasional treat at best.

“It feels fair if the quality and design deliver.” — Sofia Rossi

“Daily at that price? No chance on my budget.” — Noah Williams

Multipacks and subscriptions are the shared unlock

The group independently landed on format changes — multipacks and subscriptions — to bring the effective price down and drive frequency.

“A family multipack. If the per-can cost comes down, it becomes an easy yes.” — James Okafor

“A subscription at a small discount is exactly how I'd buy this.” — Liam Murphy

Flexibility beats discount for younger buyers

Subscriptions appeal, but only with easy pause and variety — lock-in is a turn-off.

“Only if I could pause it easily.” — Noah Williams

“Maybe, if it came with a bit of a ritual or variety pack.” — Elena Popescu

Recommendations

Hold a premium single-can price for impulse moments, but introduce a value multipack for home.
Launch a flexible subscription (easy pause, variety pack) to win convenience-led and younger buyers.
Frame the premium around tangible quality cues to keep price-sensitive segments engaged.