Dive Brief:

• Younger consumers are looking to drink in moderation and are increasingly willing to spend more money on unique experiences and products, according to a new report based on research from spirits giant Diageo that updates several key trends it previously identified in its 2023 report. 
• Discussions around unique experiences and products grew 83% year-over-year in 2024, according to “Distilled 2025.” More consumers are looking for alternative products, with conversations surrounding alternative and expanded options increasing 58% YoY over the same period. Well-being was also a focus of the report, with conscious well-being discussions rising 49% YoY.
• The report focuses on five consumer trends pinpointed in previous research: neo-hedonism, betterment brands, conscious well-being, expanding reality and collective belonging. For its research, Diageo used its Foresight System, an artificial intelligence (AI)-powered tool that evaluates online conversations.

Dive Insight:

Diageo’s report highlights the importance for marketers across industries of keeping up with the way consumers socialize, especially when it comes to decisions on how money is being spent. One key takeaway is that there’s was a 121% increase in discussions within the “connecting passionate fandoms” micro-trend over the span of a year. Data for the report was collected between July 2021 and July 2024. 

“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,” said Cristina Diezhandino, CMO at Diageo, in a press statement.

Neo-hedonism is defined by the brand as the consumers looking for ways to indulge everyday moments. The report found that conversations around unique products and experiences, part of the neo-hedonism trend, grew 83% YoY in 2024 while conversations around on-the-go products rose 45% over the same period.

How consumers connect virtually was also a focus of the report, falling under the expanding reality trend. AI lends itself to this, with mentions of expanded reality tools growing 54% YoY. Social media also contributed to the expanded reality trend and the collective belonging trend. Discussion of brand-built communities rose 33% since 2023.

The last trend the report highlighted was betterment brands. Sustainability still remains a top priority for consumers, with discussions surrounding social change and ethics increasing 74% YoY.

The report comes on the heels of a challenging year for Diageo, with sales declining 1.4% to $20.3 billion. However, despite its challenges, the company gained or held its market share in over 75% of measured markets.