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.
