Decoding Consumers: RTDs Beer and GLP-1 | Andy O'Brien | Part 2

Is premiumness in RTD as important across demographic segments?How should an Aldi Private Label compete with Guinness? And what would happen if GLP-1 were available in an oral format?The second part of the discussion between Andy and Filiberto begins with how conjoint analysis reveals which packaging, price, size, and format cues consumers use in split-second FMCG decisions, highlighting ABV as a simplified signal of value, quality, strength, and flavour intensity, and warning that label “communication architecture” can unintentionally drive choice. It contrasts cans (mainstream, larger scale, often requiring partners) with glass (more premium, niche), and argues that innovation expectations should align with the chosen format’s scale. Research shows willingness to pay varies by demographic and market (e.g., French women and younger Spanish males paying premiums for glass), creating tension between segmentation opportunities and supply-chain de-complexification, while “shrink-to-grow” can open white space for smaller brands and even cross-category competitors. Finally, Andy presents more insights from Epic’s previous research: 1) a UK study on Aldi’s Guinness-like stout found that alternative design choices (e.g., a glossy gold can and a distinct icon); 2) a separate study on oral GLP-1 formats00:00 Conjoint Research Setup01:42 Format Choices And Scale04:40 Segmentation Versus Supply Chain19:30 Packaging Signals And Copycats28:49 GLP-1 Oral Disruption Wrap This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit www.filibertoamati.com/subscribe