Diageo identifies 2025 socialising trends in new global report
Diageo has released its annual global trends report, Distilled 2025, analyzing over 160 million online conversations to predict consumer socializing behaviors. The report identifies key trends including 'zebra striping' (alternating between alcoholic and non-alcoholic drinks), with a 79% increase in discussions about 'decelerated occasions' and 37% rise in self-love celebrations.
The analysis reveals an 83% year-over-year increase in conversations about unique products and experiences, alongside a 42% rise in discussions about alternative social spaces. AI integration shows significant growth, with conversations up 83% worldwide, particularly in Europe (96%) and North America (91%). Community connections are also trending, with a 121% global surge in discussions about connecting passionate fandoms.
The report is powered by Diageo's Foresight System, a proprietary AI-driven tool developed with Share Creative and Kantar, supporting the company's Consumer Choice Framework.
Diageo ha pubblicato il suo rapporto annuale sulle tendenze globali, Distilled 2025, analizzando oltre 160 milioni di conversazioni online per prevedere i comportamenti sociali dei consumatori. Il rapporto identifica tendenze chiave, tra cui 'zebra striping' (alternare tra bevande alcoliche e analcoliche), con un incremento del 79% nelle discussioni riguardanti le 'occasioni decelerate' e un aumento del 37% nelle celebrazioni dell'amore per se stessi.
L'analisi rivela un aumento dell'83% anno su anno nelle conversazioni riguardanti prodotti e esperienze uniche, insieme a un aumento del 42% nelle discussioni su spazi sociali alternativi. L'integrazione dell'IA mostra una crescita significativa, con conversazioni in aumento dell'83% a livello globale, in particolare in Europa (96%) e Nord America (91%). Anche le connessioni comunitarie sono in tendenza, con un'impennata globale del 121% nelle discussioni su come connettere fandom appassionati.
Il rapporto è supportato dal Foresight System di Diageo, uno strumento proprietario guidato dall'IA sviluppato con Share Creative e Kantar, a sostegno del framework di scelta del consumatore dell'azienda.
Diageo ha lanzado su informe anual de tendencias globales, Distilled 2025, analizando más de 160 millones de conversaciones en línea para predecir los comportamientos sociales de los consumidores. El informe identifica tendencias clave, incluida la 'zebra striping' (alternando entre bebidas alcohólicas y no alcohólicas), con un aumento del 79% en las discusiones sobre 'ocasiones desaceleradas' y un incremento del 37% en las celebraciones del amor propio.
El análisis revela un aumento del 83% interanual en las conversaciones sobre productos y experiencias únicas, junto con un aumento del 42% en las discusiones sobre espacios sociales alternativos. La integración de la IA muestra un crecimiento significativo, con conversaciones en aumento del 83% en todo el mundo, especialmente en Europa (96%) y América del Norte (91%). También están en tendencia las conexiones comunitarias, con un aumento global del 121% en las discusiones sobre cómo conectar pasiones afines.
El informe se apoya en el Foresight System de Diageo, una herramienta propietaria impulsada por IA desarrollada con Share Creative y Kantar, que apoya el marco de elección del consumidor de la compañía.
디아지오는 Distilled 2025라는 연례 글로벌 트렌드 보고서를 발표하며, 소비자의 사회적 행동을 예측하기 위해 1억 6천만 건 이상의 온라인 대화를 분석했습니다. 이 보고서는 '지브라 스트라이핑'(알콜 음료와 비알콜 음료를 번갈아 마시는 것)과 같은 주요 트렌드를 식별하며, '감소된 기회'에 대한 논의가 79% 증가하고 자기 사랑을 기념하는 것에 대한 논의가 37% 증가했다고 합니다.
분석 결과, 독특한 제품과 경험에 대한 대화가 해마다 83% 증가하고, 대체 사회 공간에 대한 논의도 42% 증가했다고 합니다. AI 통합은 크게 성장하여 전세계적으로 대화가 83% 증가했으며, 특히 유럽(96%)과 북미(91%)에서 두드러집니다. 또한, 열정적인 팬덤을 연결하는 것에 대한 논의가 121% 전 세계적으로 급증하면서 커뮤니티 연결도 트렌드가 되고 있습니다.
이 보고서는 디아지오의 포사이트 시스템에 의해 지원되며, 이는 Share Creative와 Kantar와 함께 개발된 독점적인 AI 기반 도구로, 회사의 소비자 선택 프레임워크를 지원합니다.
Diageo a publié son rapport annuel sur les tendances mondiales, Distilled 2025, analysant plus de 160 millions de conversations en ligne pour prédire les comportements sociaux des consommateurs. Le rapport identifie des tendances clés, notamment 'zebra striping' (alterner entre boissons alcoolisées et non alcoolisées), avec une augmentation de 79 % des discussions sur les 'occasions ralenties' et une hausse de 37 % des célébrations de l'amour de soi.
L'analyse révèle une augmentation de 83 % d'une année sur l'autre des conversations sur des produits et des expériences uniques, ainsi qu'une augmentation de 42 % des discussions sur des espaces sociaux alternatifs. L'intégration de l'IA montre une croissance significative, avec des conversations en hausse de 83 % dans le monde entier, en particulier en Europe (96 %) et en Amérique du Nord (91 %). Les connexions communautaires sont également en vogue, avec une augmentation mondiale de 121 % des discussions sur la connexion des fandoms passionnés.
Le rapport est soutenu par le Foresight System de Diageo, un outil propriétaire basé sur l'IA développé avec Share Creative et Kantar, soutenant le cadre de choix des consommateurs de l'entreprise.
Diageo hat seinen jährlichen globalen Trendbericht Distilled 2025 veröffentlicht, der über 160 Millionen Online-Gespräche analysiert, um das soziale Verhalten von Verbrauchern vorherzusagen. Der Bericht identifiziert wichtige Trends, darunter 'zebra striping' (abwechselnd alkoholfreie und alkoholische Getränke), mit einem Anstieg von 79% in Diskussionen über 'verlangsamte Anlässe' und einem Anstieg von 37% in Selbstliebe-Feiern.
Die Analyse zeigt einen Anstieg von 83% im Jahresvergleich bei Gesprächen über einzigartige Produkte und Erlebnisse sowie einen Anstieg von 42% in Diskussionen über alternative soziale Räume. Die KI-Integration zeigt signifikantes Wachstum, mit einem Anstieg von 83% weltweit, insbesondere in Europa (96%) und Nordamerika (91%). Auch die Gemeinschaftsverbindungen sind im Trend, mit einem globalen Anstieg von 121% in Diskussionen über das Verbinden leidenschaftlicher Fangemeinden.
Der Bericht wird durch Diageos Foresight System unterstützt, ein proprietäres, KI-gesteuertes Tool, das in Zusammenarbeit mit Share Creative und Kantar entwickelt wurde und den Verbraucherwahlrahmen des Unternehmens unterstützt.
- Development of proprietary AI-driven analysis tool for consumer insights
- Identification of emerging consumer trends that could drive product development
- Strong growth in consumer engagement across multiple categories
- Increasing consumer preference for non-alcoholic alternatives could impact traditional alcohol sales
- Shift towards 'zebra striping' might reduce overall alcohol consumption
Insights
This report reveals critical shifts in consumer behavior that could impact Diageo's future revenue streams and market positioning. The identified trend of 'zebra striping' - alternating between alcoholic and non-alcoholic drinks - signals a potential restructuring of the beverage market. With a 79% year-over-year growth in discussions around "decelerated occasions," this could drive increased demand for Diageo's non-alcoholic portfolio while potentially affecting traditional spirits sales.
The 83% increase in conversations about unique experiences and products suggests a strategic opportunity for premium and -edition offerings, which typically command higher margins. This aligns with the premiumization strategy many spirits companies are pursuing. The 121% surge in discussions about connecting passionate fandoms represents a valuable opportunity for community-based marketing and brand loyalty programs.
The integration of AI in consumer decision-making, with 83% growth in related conversations worldwide, indicates a need for Diageo to adapt its digital strategy and potentially develop AI-driven personalization in its marketing and consumer engagement approaches.
The evolving social consumption patterns highlighted in this report suggest a fundamental shift in how consumers approach drinking occasions. The emergence of 'zebra striping' reflects a broader wellness movement that's reshaping the beverage industry. This behavioral trend, combined with the 37% increase in 'self-love' discussions, indicates a more mindful approach to alcohol consumption that could reshape product development strategies.
The 42% increase in conversations about alternative social spaces presents both opportunities and challenges. These new venues could create novel consumption occasions but might also disrupt traditional on-premise sales channels. The focus on unique, memorable experiences suggests consumers are becoming more selective about their social occasions, potentially favoring quality over quantity in their beverage choices.
- Distilled 2025 uses AI-driven analysis to offer foresights into trends shaping consumer behaviour in 2025, including the rise of consumers alternating between alcoholic and non-alcoholic drinks ('zebra striping'), exploring 'one night only' experiences and integrating AI further into their daily lives.
- The report's findings are not siloed to the alcohol industry, supporting brands in any region or sector.
This year's edition builds on the success of the inaugural Distilled report. In its first version, the study uncovered and classified five key global consumer trends: Neo-Hedonism, Conscious Wellbeing, Expanding Reality, Collective Belonging and Betterment Brands. In this year's report, Diageo has explored how these five macro trends have evolved over the past 12 months[1] and used them to offer new foresights into trends likely to shape consumer behaviour this year.
The report identifies that in 2025 we will see a further rise in consumers:
- Practicing moderate drinking by 'zebra striping' - the behaviour of alternating between alcoholic and non-alcoholic beverages during a single social occasion. This reflects the broader rise the report uncovered in online conversations around self-care, wellness and slower social interactions: a
79% year-on-year growth in discussions around "decelerated occasions" (one of the largest increases identified) and a37% rise in discussions around 'celebrating self-love'. - Spending more time and money on single unique products or experiences – or making the most of 'one night only' to create once in a lifetime memories. The report found that conversations about making the most of unique products and events have risen
83% year-on-year (5.6m conversations) alongside a42% increase in consumers talking about alternative social spaces such as virtual reality gaming lounges, hybrid physical-digital venues or pop-up bars – all offering new ways for people to connect and socialise. - Integrating AI into their daily lives. Conversations around AI-enabled relationships are up across every region globally –
83% worldwide with the largest growth inEurope (96% ) andNorth America (91% ).[2] The report explores how as AI evolves, it will likely become a more trusted aid in navigating daily choices and how this is already being seen through everyday consumer applications from banking digital assistants to fitness apps with personalised training plans and real-time health insights, transforming the relationship between consumers and brands as a result. - Seeking deeper connections in online and offline communities. The report shows a
121% surge globally in discussions about connecting passionate fandoms – over 32m conversations and the highest conversation increase identified. Markets such as LAC andNorth America saw an increase of135% and126% respectively.
Cristina Diezhandino, Chief Marketing Officer at Diageo, commented: "Distilled 2025 delves into the biggest trends shaping socialising this year - from the rise of the 'zebra striping' phenomenon to people worldwide wanting to spend their well-earned money on one incredible experience. People socialising goes back thousands of years and by tracking how it evolves, it helps us, and our brands, to stay deeply connected with our consumers."
Distilled 2025 is a key component of Diageo's Consumer Choice Framework, a methodology that helps deepen the company's understanding of consumer motivations and ultimately shape the future of socialising by tracking long-term trends. The report is powered by Diageo's Foresight SystemTM - a proprietary AI-driven listening tool developed in partnership with data and insight partners Share Creative and Kantar. It combines in-depth quantitative analysis of conversations from an array of online sources including social media platforms, forums and digital media with expert foresights to provide a nuanced understanding of emerging cultural signals and consumer expressions.
About Diageo
Diageo is a global leader in beverage alcohol with an outstanding collection of brands across spirits and beer categories. These brands include Johnnie Walker, Crown Royal, J&B and Buchanan's whiskies, Smirnoff, Cîroc and Ketel One vodkas, Captain Morgan, Baileys, Don Julio, Tanqueray, and Guinness.
Diageo is a global company, and our products are sold in more than 180 countries around the world.
The company is listed on both the London Stock Exchange (DGE) and the New York Stock Exchange (DEO). For more information about Diageo, our people, our brands, and performance, visit us at www.diageo.com. Visit Diageo's global responsible drinking resource, www.DRINKiQ.com for information, initiatives, and ways to share best practice.
Celebrating life, every day, everywhere.
[1] The data presented in the report tracks conversations between July 2022 and 2024. Any percentage growth rates referenced reflect an increase in conversations between the periods of July 2022 and June 2023 and July 2023 and June 2024.
[2] Regions covered are
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SOURCE Diageo
FAQ
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