‘Zebra-striping’ and AI: Diageo tips this year’s liquor trends

Diageo – the company behind Johnnie Walker, Don Julio Tequila, and Guinness – has predicted this year’s major liquor trends.

Its Distilled 2025 report identified these global trends: zebra-striping, unique experiences, AI, community connections, and staying connected to consumers. It was based on an AI-powered analysis of more than 160 million online conversations.

Zebra-striping refers to consumer behaviour where they alternate drinking alcoholic and non-alcoholic beverages during social occasions. 

Discussions around “decelerated occasions” saw a 79 per cent year-on-year increase, while conversations about “celebrating self-love” rose 37 per cent, underscoring a shift toward balance and moderation in social settings.

The report found an 83 per cent year-on-year rise in conversations about making the most of unique products and events, with more than 5.6 million discussions focused on exclusive “one night only” events.

Additionally, there is a 42 per cent increase in interest in alternative social spaces such as virtual reality gaming lounges, hybrid venues, and pop-up bars.

Integrating AI into daily life is also trending, with global conversations about AI-enabled relationships up 83 per cent and even higher growth in Europe (96 per cent) and North America (91 per cent).

The report revealed how AI transforms consumer interactions with brands, from banking digital assistants to fitness apps offering personalised insights.  

Additionally, there is a growing desire for “deeper connections”, both online and offline, with a 121 per cent global surge in discussions about building passionate communities. 

Latin American and North American markets saw significant increases (135 per cent and 126 per cent) as people seek shared experiences through fandoms and niche groups.

Cristina Diezhandino, CMO at Diageo, emphasised how this year’s liquor trends lean towards modern get-togethers.

“Socialising has been a fundamental part of human culture for thousands of years, and tracking how it evolves helps us, and our brands, to stay deeply connected with our consumers,” she concluded.

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