Drinks giant Diageo has launched its first ‘Future Series’ trend report to examine three key social trends that are expected to influence the spirits industry in 2017.

The Johnnie Walker-owner joined forces with a team of cultural ethnographers to study social groups across the globe and pin down vital trends that will influence the sector in 2017.

In the pages ahead, Diageo explores the rise in ‘spontaneous’ socialising in non-traditional spaces, examines how technology is enabling the home to become “a destination in its own right”, and considers how leading a balanced lifestyle is becoming increasingly aspirational.

Zoe Lazarus, global future and culture planning director at Diageo, said: ”We are passionate about creating drinks of the future and helping people celebrate. We have been innovating for hundreds of years and have a strong history as industry pioneers in identifying and responding to trends.

”Innovation drives our company forward and for us it means staying ahead of trends, continually creating new products, categories and experiences for people to enjoy around the world.”

”Our success relies not only on understating our consumers today, but also on tracking and responding to emerging socialising trends and behaviours that will become the mainstream of tomorrow.’’

Click through the following pages to discover Diageo’s key social spirits trends for the year ahead in detail.

‘Exceptional becomes the rule’

According to the report, more than one third of the world’s population owns a smartphone, while Facebook has 1.79 billion active monthly users worldwide, and on Instagram an average of 95 million photos and videos are shared daily.

Socialising is becoming “more spontaneous, sensory and shareable”, and Diageo predicts it will become “the norm for people to meet up at a moment’s notice at venues that are off the beaten track and out of the ordinary”

“Our time is precious, and with increased and sporadic working hours, we desire more from our free time and crave unique experiences,” the report states. “2017 will see immersive and shareable entertainment push the boundaries as people realise a growing desire to demonstrate their individuality through social media.”

Diageo delved into this with The Singleton Sensorium – the “world’s first” multi-sensory science experiment into the effect of environment on the taste of whisky. Guests experienced three different cinematic worlds, noting how different sounds, smells and visuals in each space enhanced flavours in the whisky.

In addition, virtual reality (VR) is pipped to become “more prevalent” in 2017, with the number of active VR users forecasted to reach 171 million by 2018, according to the report.

‘In with the ‘in’ crowd’

 Diageo predicts the home will become “a destination in its own right” in 2017. “Over the past year, we’ve seen a huge proliferation of on-demand experiences and services. As a result we are increasingly able to host events at home that previously we would have had to go out to enjoy.”

Drinks delivery specialists such as Drizly in the US will transport alcohol “from shelf to door” within the hour, while food delivery companies Deliveroo and UberEATS offer “far greater choice and quality” than traditional take away providers. Services such as EatWith – which is now in 200 cities across the world – enables food lovers to host supper clubs through a network of underground eating venues.

The drinks group touched on this in 2016 with the launch of The Johnnie Walker digital mentorship programme, designed to bring whisky tasting and whisky education “directly to people’s fingertips”. Using a tablet, mobile or Amazon Echo devices, whisky fans chat live with the Johnnie Walker messenger bot for whisky info, cocktail recipes and blend recommendations.

Diageo also predicts that socialising and entertaining at home will also become “increasingly defined and enhanced by technology” through voice-controlled houses and wireless sound.

‘Optimise not compromise’

 The report predicts 2017 to be “the year of choice” – “leading a balanced lifestyle is becoming increasingly achievable and aspirational. The last couple of years has seen a huge rise in tools that help us keep track of what we eat and how we exercise” – such as wearable exercise monitor, Fitbit.

Indeed, this is not lead by technology alone. “The increasing prevalence of clear nutritional and calorie information on packaging makes it easier to manage our diets,” states the report, “while the rise of gluten-free, sugar-free and dairy-free options means we have more choices than ever before.”

In the drinks world, the report cites the popularity of brands like natural soft drinks brand Fever Tree and non-alcoholic spirit Seedlip, and the rise of non-alcoholic alternatives on drinks menus globally.

Diageo too has explored this trend with the launch of products such as Baileys Almande, a dairy and gluten-free version of the original, in North America; and Smirnoff Spiked Sparkling Seltzer, a low-carb, zero-sugar option, in the US.

The report also identifies a trend to ‘drink better not more’, where imbibers “combine moderate consumption with more premium or exclusive brands”. “For many, a balanced lifestyle is becoming a point of difference, with people increasingly opting for products, experiences and attitudes that say something unique about them,” the report states.

“Balance and choice will be key characteristics of the year ahead, reflecting a desire to optimise our lives without compromising on the experience.”