How Restaurants, Bars, and Liquor Stores Can Adapt to Trends in 2025
The 2025 edition of Diageo’s “Distilled” report highlights transformative trends in the spirits business shaping global social interactions. Leveraging AI-driven insights from over 160 million online conversations, the report provides a forward-looking analysis of consumer behavior. These findings are relevant not only to the beverage industry but to broader sectors as well.
Diageo is a global leader in the beverage alcohol industry, renowned for its extensive portfolio of iconic brands, including Johnnie Walker, Guinness, Tanqueray, and Smirnoff. With a presence in over 180 countries, Diageo is not only a powerhouse in production but also a trailblazer in consumer insights and innovation. The company’s foresight reports and trend analyses, like Distilled 2025, provide invaluable perspectives on evolving consumer behaviors and market dynamics. As someone who closely studies Diageo’s work, I deeply value their ability to anticipate industry shifts and offer actionable strategies that inspire my approach to understanding and navigating the spirits market. Their influence is both profound and essential for staying ahead in an ever-changing landscape.
Key Consumer Trends Identified
- Zebra Striping: A New Approach to Drinking
Moderation continues to influence social habits. Consumers are increasingly alternating between alcoholic and non-alcoholic beverages, a behavior termed “zebra striping.” This trend mirrors a broader shift toward self-care and wellness, as reflected in the 79% growth in discussions about “decelerated occasions.” - The Rise of Unique Experiences
Modern consumers are seeking more from their social lives. An 83% rise in conversations about unique, one-time experiences emphasizes this growing demand. Hybrid spaces, such as virtual reality lounges and pop-up venues, exemplify how people explore new ways of connecting. - AI in Daily Life
Artificial intelligence is playing a larger role in shaping consumer relationships and decision-making. Globally, discussions on AI-enabled interactions rose by 83%. Applications like fitness apps and digital assistants are transforming daily lives and reshaping brand-consumer dynamics. - Fostering Community Belonging
Deepening connections in communities, both online and offline, has seen a 121% surge in conversations. In regions such as North America and Latin America, this desire to connect passionate fandoms showed growth rates of 126% and 135%, respectively.
Diageo’s Distilled 2025 foresight reports provide a detailed look into the social and consumer trends that will shape the spirits industry. These insights are invaluable for U.S. restaurants, bars, and liquor stores looking to stay competitive and meet evolving consumer preferences. By focusing on all spirits, this article outlines how to capitalize on these trends to attract customers and grow revenue.
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1. Neo-Hedonism: Crafting Memorable Drinking Experiences
What It Means for Spirits
The rise of Neo-Hedonism highlights a consumer desire for once-in-a-lifetime experiences. Unique cocktails, premium-aged spirits, and immersive atmospheres are becoming key drivers of consumer choice.
Actionable Steps
- Restaurants and Bars: Introduce exclusive menus or limited-time offerings featuring rare or unique spirits, like single-barrel whiskeys or craft gins. Elevate the experience with themed cocktail nights or mixology demonstrations.
- Liquor Stores: Feature limited-edition products or unique spirits prominently. Create curated gift sets or tasting bundles for customers seeking premium options.
2. Conscious Wellbeing: Supporting Moderation and Wellness
What It Means for Spirits
Moderation and wellness trends are driving the growth of low-ABV options and alcohol-free alternatives. The concept of “zebra striping”—alternating between alcoholic and non-alcoholic drinks—continues to gain popularity.
Actionable Steps
- Restaurants and Bars: Expand drink menus to include a balance of alcoholic and non-alcoholic options, such as low-ABV cocktails, mocktails, and spirit-free alternatives. Highlight the use of fresh, health-conscious ingredients.
- Liquor Stores: Create dedicated sections for low-ABV and alcohol-free spirits. Use educational signage to help customers explore these growing categories and incorporate them into their social routines.
3. Expanding Reality: Integrating Technology into the Spirits Experience
What It Means for Spirits
AI, virtual reality, and augmented reality are reshaping how consumers discover and interact with brands. These technologies create opportunities for personalized and engaging experiences.
Actionable Steps
- Restaurants and Bars: Use QR codes to link guests to AR experiences, such as virtual distillery tours or exclusive cocktail recipes. Incorporate AI-powered menu recommendations tailored to individual preferences.
- Liquor Stores: Implement AI tools to offer personalized recommendations for spirits based on customer profiles or preferences. Showcase interactive digital displays to enhance the shopping experience.
4. Collective Belonging: Building Community Around Spirits
What It Means for Spirits
Consumers increasingly seek connection through shared experiences, both online and in person. Communities built around specific brands, spirits categories, or shared values are growing in prominence.
Actionable Steps
- Restaurants and Bars: Host tasting events or pairing dinners featuring various spirits, from aged bourbons to artisanal tequilas. Create loyalty programs or themed nights that encourage repeat visits and community-building.
- Liquor Stores: Partner with local distillers to host in-store tastings or educational events. Use social media to foster online communities where customers can share cocktail recipes and favorite products.
5. Betterment Brands: Prioritizing Sustainability and Local Sourcing
What It Means for Spirits
Sustainability is a top priority for modern consumers. Locally sourced, eco-friendly spirits resonate with those seeking to make conscious purchasing decisions.
Actionable Steps
- Restaurants and Bars: Highlight sustainable spirits on menus, such as organic vodkas, carbon-neutral whiskeys, or fair-trade rums. Share stories of the brands’ commitment to sustainability to build customer trust.
- Liquor Stores: Dedicate shelf space to locally produced and sustainably packaged spirits. Use signage and social media to communicate the environmental benefits of these products.
Conclusion: Preparing for the Future of Spirits in the U.S.
Diageo’s Distilled 2025 report underscores how the spirits industry must adapt to evolving consumer preferences. By focusing on experience, wellness, technology, community, and sustainability, restaurants, bars, and liquor stores can stay ahead in an increasingly competitive market.
These actionable strategies will not only enhance customer loyalty but also position businesses as leaders in the next wave of consumer-driven change in the spirits industry. Embracing these trends ensures success in 2025 and beyond.
