Liquor industry giant, Diageo, has released a forecast of alcohol drinking trends for 2025 and it highlighting the distinctly new ways consumers are socialising.

Titled Distilled 2025, the AI-driven analysis revealed four distinct beverage-related consumer behaviours set to stick this year and beyond.

Zebra Striping

Completely unrelated to safaris or zoos, Zebra Striping refers to switching between alcoholic and non-alcoholic drinks. It’s the answer to moderate drinking and slower-paced social events.

Cristina Diezhandino, Chief Marketing Officer at Diageo, described the behaviour of Zebra Striping as a “phenomenon” and something that reflects consumers’ increased interest in self-care and wellness.

Zebra Striping also highlights a preference for “decelerated occasions,” in other words, slower and more relaxed social interactions.

This backs up the increased demand for zero-alcohol beer, wine, spirits and refreshing specialty sips like sparkling tea.

Spending more on unique products or experiences

Diegeo’s report revealed 8.6 million discussions about the value of unique products and events. It shows that consumers are prepared to spend more on a single once-in-a-lifetime event or valuable product.

Embracing AI

The report makes it very clear that AI is being embraced for decision-making, research and planning. It’s now an everyday part of life for many, influencing choices that reach all corners of life, including which bottle of wine to select next.

Building deeper connections

Whether online or offline, the report revealed massively increased interest in making connections with groups and people with similar interests.

The report showed a 121% increase in discussions about meaningful relationships through fandoms and niche communities. With over 32 million conversations identified, this shows just how much people value shared experiences.

Diageo is a global powerhouse in the beverage alcohol industry, boasting a portfolio of iconic brands spanning spirits and beer. These include Johnnie Walker, Captain Morgan, Baileys and Guinness.

Which of these alcohol drinking trends have you already adopted? Leave us a comment below.