DIAGEO'S RECENT ETHNOGRAPHIC RESEARCH ON CONSUMER TRENDS

Diageo Consumer Research

Diageo's report released this week presents research gathered by a team of professional cultural ethnographers into three key trends that will shape the way we socialise in 2017 and beyond. These trends can be seen in a wide range of activity around the world from the growing popularity of immersive entertainment to the advent of technology than can transform the home.

1. the growing desire for “exceptional” experiences among younger consumers,
2. the ongoing trend toward more at-home drinks consumption, and
3. and consumers’ desire to “optimize” their drinks repertoire with products tailored to a specific lifestyle or diet.

One example of how Diageo is targeting the “experiential” piece is through its foray into virtual reality programming with The Singleton brand, in which consumers are virtually transported to the Scottish Highlands region where the whisky is produced.

Meanwhile, it’s catering to the at-home entertainment trend by partnering with delivery services like Drizly in the U.S. and Deliveroo in the U.K., and with the recent launch of a new Johnnie Walker “digital mentorship” program leveraging digital platforms to encourage consumers to further their whisky knowledge from within their own homes. On the specialty product front, Diageo touts the potential of recent offerings like dairy- and gluten-free Baileys Almande and low-carb and zero-sugar Smirnoff Spiked Sparkling Seltzer.

In conclusion:

Exceptional becomes the rule.
Solutions right at your Home.
Taking control of our choices.

Sources: ShankenDailyNews.com, DIAGEO