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AI-driven trends to transform social drinking in 2025, says Diageo
‘Zebra striping’, one-off experiences, and AI integration among key trends shaping how people drink and socialise in the year ahead.
Global drinks giant Diageo has unveiled its Distilled 2025 report, shedding light on emerging social trends that will influence consumer behaviour and drinking habits in the coming year. The AI-driven study analyses over 160 million online conversations to pinpoint shifts in how people connect, socialise, and drink, with implications for the drinks industry and beyond. Here’s a rundown of some of the standouts:
‘Zebra striping’ drinking
A growing trend sees consumers alternating between alcoholic and non-alcoholic drinks during social events, a reflection of rising interest in self-care and balanced drinking. This practice aligns with a broader 79% year-on-year increase in online discussions around “decelerated occasions” – moments of slower, more intentional social interactions.
One-night-only experiences
Unique, one-off drinking and socialising opportunities are becoming more sought after. Pop-up bars, hybrid digital-physical venues, and VR gaming lounges are gaining popularity as people prioritise memorable experiences over routine outings. Conversations about these unique experiences have surged 83% year-on-year.
AI-Powered Socialising
As AI becomes further embedded into daily life, from fitness apps to personal assistants, its potential to shape the way people connect is expanding. Conversations around AI-enabled social interactions have risen 83% globally, with Europe and North America leading the charge. The report explores how as AI evolves, it will likely become a more trusted aid in helping people plan ‘itineraries’ or ‘agendas’ when meeting up socially. For example, asking AI to plan a bar hopping route around London, taking out the legwork of organising.
Community Connections
There’s a resurgence in the desire for meaningful connections within niche online and offline communities, with a 121% increase in conversations globally. This trend provides opportunities for drinks brands to foster deeper engagement with their audiences by tapping into unique trends and groups.
How the drinks industry can respond
As moderation becomes a key priority for many consumers, there is a growing demand for diversified drink portfolios. This trend is likely to see an increase in alcohol-free and low-ABV options being offered alongside traditional alcoholic beverages, catering to those seeking balance without compromising on social experiences.
Meanwhile, the desire for unique and memorable social moments calls for a focus on creating elevated drinking experiences. Bars and brands that can deliver unforgettable events, such as curated cocktail tastings, immersive pop-up bars, or hybrid digital-physical venues, will find themselves at the forefront of consumer preferences.
The integration of AI also presents a major opportunity for drinks brands to stay competitive. By harnessing AI technology to personalise recommendations or enhance the overall consumer experience, brands can forge stronger, more meaningful connections with their audiences. Commenting on the Distilled Report 2025, Cristina Diezhandino, chief marketing officer at Diageo, said: “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.”
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