Diageo’s annual global trends report, Distilled 2025, revealed how and why consumers will socialize throughout 2025 and the current trends shaping consumer decision-making.
“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,” Diageo said.
Based on AI analysis of over 160 million online conversations across the world, the report highlighted the following consumer trends for 2025:
- Practicing moderate drinking by 'zebra striping': “The behavior of alternating between alcoholic and non-alcoholic beverages during a single social occasion.”
- Spending more time and money on single unique products or experiences: “The report found that conversations about making the most of unique products and events have risen 83% year-on-year (5.6 million 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 socialize.”
- Seeking deeper connections in online and offline communities: “The report shows a 121% surge globally in discussions about connecting passionate fandoms—over 32 million conversations and the highest conversation increase identified.”
“Distilled 2025 delves into the biggest trends shaping socializing this year—from the rise of the 'zebra striping' phenomenon to people worldwide wanting to spend their well-earned money on one incredible experience,” said Cristina Diezhandino, chief marketing officer at Diageo. “People socializing goes back thousands of years and by tracking how it evolves, it helps us, and our brands, to stay deeply connected with our consumers.”
Earlier this month, NACS Daily reported that convenience stores excelled in alcohol sales in 2024, particularly with wine and spirits, taking share from drug stores, liquor stores, grocery and other channels, per NIQ in its 2024 Beverage Alcohol Insights report.
To learn about other c-store related insights from 2024, sign up for the 2025 NACS State of the Industry Summit April 8-10 in Dallas.