- 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.
LONDON, Jan. 8, 2025
/PRNewswire/ -- Diageo, maker of Johnnie Walker, Don
Julio Tequila and Guinness, has today unveiled its annual
global trends report which reveals how and why consumers will
socialise over the next year. Based on AI analysis of over 160
million online conversations across the world, Distilled
2025 offers detailed insights into what is driving discussions
globally and the current trends shaping consumer
decision-making.
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 a 37% 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 a 42% 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 in Europe (96%) and North 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 and North America saw an increase of 135% and 126%
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 Europe, Africa, Asia-Pacific, Latin
America and Caribbean
(LAC) and North
America.
View original
content:https://www.prnewswire.com/news-releases/diageo-identifies-2025-socialising-trends-in-new-global-report-302346090.html
SOURCE Diageo
