The report is based on AI analysis of over 160m online conversations throughout the world.
Distilled 2025 offers specified insights into what is dominating discussions in the sector across the globe and the current trends shaping consumer decision-making.
Within this year’s report, Diageo has explored how five specific macro trends have evolved during the past 12 months and how they may impact consumer behaviour in the future.
Distilled 2025 is powered by Diageo’s Foresight SystemTM - a proprietary AI-driven listening tool, which is developed in partnership with data and insight partners Share Creative and Kantar.
The system combines in-depth quantitative analysis of conversations from a researched variety of online sources including, forums, digital media and social media platforms with expert foresights provided to give a detailed understanding of ‘emerging cultural signals and consumer expressions.’
The top five most popular trends listed in the report include:
Moderate drinking, ‘zebra striping’
The act of alternating between alcoholic and non-alcoholic beverages is expected to be on the rise during a single social occasion.
According to the report, this choice reflects the broader rise in online conversations around self-care, wellness and slower social interactions.
With an emphasis on “decelerated occasions” which saw a 79% year on year growth in consumer discussions.
Mindfulness, “self love” and selective drinking are predicted to be increasingly popular amongst consumers. With “self love” as a concept at a 37% rise in consumer discussions.
Single unique products or experiences
The report also highlights, that consumers are expected to make more decisions with a ‘one night only’ mentality. Conversations around creating once in a lifetime memories or utilising unique products and events, have risen from 83% year-on-year recorded at 5.6m conversations.
A 42% increase in consumer conversations around alternative social spaces was also noted, with virtual reality gaming lounged and hybrid physical-digital venues or pop-up bars 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.
With a clear interest in offering fresh new ways for people to connect with each other and socialise differently.
Key stand out insights from Europe include:
- On-the-Go Products +63% (vs +45% globally)
- AI-Enabled relationship +96% (vs +83% globally)
Social Change and Ethics +94% (vs +74% globally)
Integrating AI into daily lives.
Consumer conversations around AI-enabled relationships, according to the report are up throughout every region globally. With 83% worldwide and the largest growth in conversation in Europe noted at (96%) and North America at (91%).
The report outlines that as AI evolves, it is predicted to be a much more trusted aid in navigating daily choices.
It touches on how this is also already being put into place through everyday consumer applications. From banking digital assistants to fitness apps with personalised training plans and real-time health insights, AI is transforming the relationship between consumers and brands and is only predicted to become more popular across a multitude of sectors as a result.
Stronger connections in online and offline communities
The report details an 121% surge globally within consumer discussions around ‘connecting passionate fandoms’.
With over 32m conversations had on this topic and the highest recorded consumer conversation increase that has been identified.
Markets such as LAC and North America saw an increase of up to 135% and 126% respectively.
Diageo chief marketing officer Cristina Diezhandino said: “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.”
