The way people connect is changing, shaped by shifts in wellness habits, technology, and the desire for more meaningful experiences. Diageo’s Distilled 2025 report, based on 160 million online conversations across 180 global markets, highlights the trends that will influence how consumers socialize in the coming year. These shifts will have a direct impact on the beverage alcohol industry, from product offerings to the way brands engage with their audiences.
One of the biggest changes is the rise of “zebra striping”, where consumers alternate between alcoholic and non-alcoholic drinks during social occasions. Conversations around slower, more intentional social gatherings have increased by 79%, and discussions about self-care and mindful drinking habits have grown by 37%. More people are prioritizing balance, driving demand for low- and no-alcohol options in bars, restaurants, and at-home consumption.
At the same time, socializing is becoming more experience-driven. Consumers are choosing unique, one-time events over routine outings, making the most of limited-time opportunities. Online conversations about exclusive experiences have grown by 83%, and interest in alternative social spaces like virtual reality lounges and interactive venues is up by 42%. As expectations shift, brands will need to find ways to offer something memorable that goes beyond the traditional setting.
Technology is also playing a greater role in how people make decisions and interact. Conversations about AI-driven relationships and engagement increased by 83% globally, with the highest growth in Europe at 96% and North America at 91%. AI is already shaping everyday experiences, from digital assistants helping with purchases to fitness apps offering real-time insights. As it becomes more ingrained in daily life, brands have an opportunity to use AI for personalized recommendations, event planning, and deeper consumer engagement.
Another shift is the growing importance of community-driven socializing, with a 121% increase in discussions about building connections through shared passions and interests. This trend is especially strong in Latin America, where conversations grew by 135%, and North America, where they increased by 126%. Consumers are looking for authentic engagement and a sense of belonging, making it essential for brands to be part of the conversations that matter to their audiences.
Ethical and sustainable choices are also influencing consumer decisions. Discussions around local products and sustainability grew by 59%, with a growing interest in supporting regional brands and minimizing environmental impact. In Africa, conversations about local wealth and economic impact grew by 85%, reinforcing the demand for brands that align with consumer values.
These trends point to a future where socializing is more intentional, experience-focused, and shaped by technology. The beverage alcohol industry will need to adapt to evolving expectations, whether by expanding low- and no-alcohol offerings, creating immersive experiences, leveraging AI for deeper engagement, or aligning with values that consumers care about. As these behaviors continue to shape the market, brands that evolve with them will be best positioned for success. Socializing and the Beverage Industry
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