• by Teresa Buyikian , January 10, 2025

As consumer drinking habits continue to lean toward less overall alcohol consumption, a new report on socializing trends by Diageo explores how consumers will get together with friends and family in 2025, with and without alcohol.

“Distilled 2025” used AI-driven analysis of more than 160 million online conversations to provide predictions on trends shaping consumer behavior for the coming year.

The report introduces the term “zebra striping” into the drinking lexicon. The term is defined as “the behavior of alternating between alcoholic and non-alcoholic beverages during a single social occasion.”

The study attributes the rise in zebra striping to online conversations around self-care, wellness and slower social interactions, as it found 79% YOY growth in discussions around "decelerated occasions," which was also one of the largest increases identified.  

"Distilled 2025 delves into … the rise of the 'zebra striping' phenomenon to people worldwide wanting to spend their well-earned money on one incredible experience,” said Cristina Diezhandino, CMO, Diageo. “

The ”decelerated occasions” also go hand in hand with fewer, but more meaningful, overall experiences, and a greater focus on self-love.  The study found a 37% rise in discussions around “celebrating self-love,” and when consumers did discuss socializing, they leaned toward “spending more time and money on single unique products or experiences or making the most of 'one night only' to create once in a lifetime memories.”

Conversations about unique products and events related to socializing increased 83% YOY, with 42% also discussing alternative new ways to socialize such as virtual reality gaming lounges, hybrid physical-digital venues, and pop-up bars.

The study also revealed that consumers are seeking deeper connections, not just offline, but in their online communities as well. There was 121% growth globally in discussions about connecting passionate fandoms, with over 32 million conversations identified.