Diageo’s latest report, Distilled 2025, explores 2025 Socialising Trends that will shape how consumers engage with drinks, brands, and experiences. Based on AI analysis of over 160 million online conversations worldwide, the report highlights key behaviors like “zebra striping,” unique one-night-only experiences, and the growing integration of AI into daily life. These insights not only focus on the alcohol industry but also provide valuable foresight for brands across all sectors.
The ‘Distilled 2025’ report builds on the success of last year’s inaugural edition, delving deeper into five key global trends shaping the way consumers connect and celebrate. These include:
- Zebra Striping: A significant rise in discussions around moderation, with consumers opting to alternate between alcoholic and non-alcoholic beverages during social occasions. This trend reflects the broader movement toward self-care and decelerated, wellness-focused gatherings.
- One Night Only Experiences: A surge in conversations about unique, single-day events and products, with an 83% year-on-year increase in consumers seeking once-in-a-lifetime social experiences.
- AI Integration: As artificial intelligence becomes an everyday tool, discussions about AI-enabled personalisation in banking, fitness, and hospitality have increased globally by 83%.
- Power of Fandoms: An impressive 121% growth in conversations about connecting passionate communities both online and offline. This trend highlights the importance of fostering deeper connections.
- Local Pride: The ongoing focus on supporting local businesses and regional identity, particularly in the hospitality sector.
Cristina Diezhandino, Chief Marketing Officer at Diageo, commented, “Distilled 2025 delves into the biggest trends shaping socialising this year – from the rise of ‘zebra striping’ to people worldwide wanting to spend their well-earned money on unique experiences. This helps us and our brands stay connected with consumers.”
The report is part of Diageo’s Consumer Choice Framework and uses its proprietary Foresight System™, combining AI analysis with expert insights to track emerging cultural signals.
Why It Matters:
For bartenders, bar owners, and hospitality professionals, ‘Distilled 2025’ provides valuable foresight into evolving consumer preferences, offering opportunities to innovate menus, experiences, and marketing strategies in alignment with these trends.
