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THE CHANGING FACE OF SOCIALISINGTHE TRENDS THAT WILL SHAPE OUR SOCIAL LIVES IN 2017

THE DIAGEO FUTURES SERIES

2017

Diageo Futures: The Changing Face of SocialisingConclusion 01

15Trend 1 Exceptional becomes the rule

Trend 2 In with the ‘in’ crowd

Trend 3 Optimise not compromise

Introduction

How we socialise in 2017 will be more spontaneous, more sophisticated and more experimental. These are the findings of our team of professional cultural ethnographers who’ve been studying the way people socialise around the world and tracking the trends that will become mainstream in 2017 and beyond.

Digital technology is driving significant changes to the way we spend our free time. The worldwide proliferation of smartphones has led to a rise in more spontaneous socialising, often in quirky and non-traditional spaces. And it’s not just the space that has to stand out. Increasingly, we want to be active participants in immersive experiences that stimulate our senses and can be shared on social media.

Technology is transforming our homes too – making them a destination in their own right. A huge increase in on-demand experiences and services means any space can be a social space, allowing people to host curated events with food, drink and entertainment that guests would have previously had to go out to enjoy.

FOREWORDZOE LAZARUS

A huge increase in on-demand services means any space can be a social space

Zoe Lazarus, Global Future and Culture Planning Director at Diageo, is an expert in assessing current trends and looking ahead to future developments.

Wherever we socialise, enjoying a balanced lifestyle is becoming increasingly important. While we’ve never had more choice, we’ve never been more aware of what goes into our bodies and the benefits of exercise. Here we see the influence of technology again, with fitness trackers providing instantaneous feedback and giving us the opportunity to share our progress with friends and followers.

Enhancing people’s quality leisure time is at the heart of what we do. The insights and knowledge in this report are crucial to growing our business, helping our teams around the world deliver the products and experiences that we know smart and savvy socialisers expect this year and in the years to come.

Diageo Futures: The Changing Face of SocialisingConclusion 02




Introduction

INTRODUCTIONTRENDS

HOW WE’RE SOCIALISING

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.

THREE TRENDS TO WATCH OUT FOR

Our team spent months studying social scenes around the world and have distilled their findings into three key trends that will shape the way we socialise in 2017.

TREND 2 IN WITH THE ‘IN’ CROWD

With the rise of on-demand food and entertainment services, the home is becoming a destination in its own right, and a place to create memorable experiences that reflect our varied tastes.

Page 07

TREND 3 OPTIMISE NOT COMPROMISE

Leading a balanced lifestyle is becoming a point of difference, with people increasingly opting for products, experiences and attitudes that help them optimise their lifestyle and set them apart from the crowd.

Page 11

TREND 1 EXCEPTIONAL BECOMES THE RULE

Enhanced and enabled by digital technology, socialising is becoming increasingly spontaneous and experimental. People now expect a side order of surprise, immersion and sensory delight with their drinks when they’re out.

Page 03

Yo! Home creates flexible units that transforms socialising at home.

YO! HOME UK

Planet Gingerline’s theatrical dinner parties are out of this world.

PLANET GINGERLINE UK

A light, fresh, dairy and gluten-free version, with the same calorie count as a vodka and soda.

BAILEYS ALMANDE USA & CANADA

EatWith allows people to turn their home into an underground eatery.

EATWITH BRAZIL

One of the first festivals in India to go beyond music and offer an eclectic mix of delights.

MAGNETIC FIELDS INDIA

FOMO Lagos offers access to last-minute events in surprising spaces.

FOMO NIGERIA

Diageo Futures: The Changing Face of SocialisingIntroduction Conclusion 03

15Trend 2 In with the ‘in’ crowd


Trend 1 Exceptional becomes the rule

THE COLOUR RUN HOSTED MORE THAN 300 EVENTS IN OVER 50 COUNTRIES (TIME)

78% OF MILLENNIALS WOULD RATHER SPEND MONEY ON A DESIRABLE EXPERIENCE THAN BUY COVETED GOODS (EVENTBRITE)

TREND 1EXCEPTIONAL BECOMES THE RULE

IN SUMMARY

Occasions like festivals already provide people with huge amounts of variety and novelty. 2017 will see immersive entertainment push the boundaries further and become truly mainstream, not just confined to a young metropolitan crowd.

One of the first festivals in India to go beyond music and offer an eclectic mix of delights.

These theatrical dinner parties plunge people into places as diverse as outer space, the Amazon or the 1940s.

DESPITE £75 TICKET FEES, THOUSANDS OF PEOPLE FLOCK TO SECRET CINEMA ACROSS EUROPE

EXCEPTIONAL, IMMERSIVE EVENTS

PLANET GINGERLINE UK

This bar has no menu. People describe a drink and are made something entirely bespoke.

THE TAILOR BAR CHINA

MAGNETIC FIELDS INDIA

FOMO Lagos plays on the ‘fear of missing out’ by giving access to last-minute events in surprising spaces.

The Brazilian bank brand placed karaoke machines on the beach, inviting people to indulge in spontaneous singing.

FOMO LAGOS NIGERIA

ITAÚ BRAZIL





Our increasingly digital lifestyles are driving fundamental changes to the way we socialise. Today, over a third of the world’s population owns a

smartphone, up from just under 10% in 2011. Facebook has 1.79 billion active monthly users worldwide, with five new accounts created every second, while an average of 95 million photos and videos are shared on Instagram every day.

The result is that socialising is becoming more spontaneous, sensory and shareable. The smartphone has made diaries obsolete and planning ahead a thing of the past. 2017 will see a rise in spur-of-the-moment socialising dictated by the weather, a whim or what’s triggered an online buzz. With spontaneous events and temporary spaces such as LA’s Pop Up Marketplace now permanently integrated into major cities, 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.

And it’s not just the space that has to stand out. We will increasingly look for experiences that are experimental or uniquely memorable. We see this in the rise of immersive, multi-sensory entertainment such as Punchdrunk’s experiential theatre that has expanded beyond the UK to New York and Shanghai. Traditional festivals are changing too, going beyond music to offer an eclectic mix of interactive events and sensory delights. The annual Burning Man gathering will come to Europe in 2017, bringing with it the

PEOPLE WILL INCREASINGLY DEMONSTRATE THEIR INDIVIDUALITY THROUGH THEIR SOCIAL ACTIVITY

ethos and principles of the original American Burning Man, allowing revellers to create their own immersive experiences.

Bars and clubs will continue to reinvent themselves in order to attract customers. From the Tailor Bar in China, where drinks are entirely bespoke to Black Rock in London, where punters drink from a river of whisky contained in an old oak tree, people now expect a side order of surprise and delight with their well-crafted beverage.

This trend is driven by a growing desire for people to demonstrate their individuality and status through their social activity. Increasingly people are choosing immersive experiences such as Punchdrunk because they say something unique about them and garner social media kudos. A night out becomes a performance in itself, capturing and sharing every key moment and curating the experience for friends and followers. And thanks to a proliferation of easy-to-use tools we now have considerable creative control over what we broadcast. Apps such as Boomerang enable users to turn social moments into high-quality short films while Instagram’s Stories feature lets socialisers easily share multiple photos and videos in a slideshow format enhanced by creative text and drawing tools.

TREND 1EXCEPTIONAL BECOMES THE RULE





GUINNESS OPEN GATE

For us, collaboration and immersive socialising are combining at the product development stage. Two nights a week at our Guinness Open Gate brewery in Dublin we open the doors to enthusiastic beer fans.

We’ve created a unique platform to trial Guinness’ straight-from-the-line innovations directly with consumers in real time, inviting their feedback every step of the way. Beer enthusiasts have a chance to meet the brewers in their place of work, discuss the brewing process happening around them and sample recently launched innovations from around the world. They can also try early, small-batch exclusive versions of experimental brews and vote on which Guinness products they’d like to see on the shelves.





THE SINGLETON SENSORIUM

The Singleton Sensorium was the world’s first multi-sensory science experiment into the effect of environment on the taste of whisky. Held in Soho in London, participants were invited to enter three magical and cinematic worlds, noting down how the different sounds, smells and visuals in each space enhanced flavours in The Singleton single malt whisky.

The event was run in collaboration with Oxford University, with all the design rooted firmly in sensory science. We believe this blend of whisky, sensory architecture and science is a glimpse at how bars of the future will be designed, where every element of the environment enhances the drink and the experience. In April 2016 The Singleton Sensorium opened in Taiwan’s Taoyuan International Airport, reflecting the growing demand for experiences that go beyond the ordinary.





BRAZIL’S IFOOD REGISTERS OVER 200,000 ORDERS A MONTH. (JUSTEAT.COM)

SOFAR SOUNDS, WHICH CONNECTS ARTISTS WITH PEOPLE WHO WANT TO HOST GIGS AT HOME, IS AVAILABLE IN 272 CITIES AROUND THE WORLD.

TREND 2IN WITH THE ‘IN’ CROWD

IN SUMMARY

Enhanced by digital technology and taking inspiration from our out-of-home activities, we’ll see the home become a place to create extraordinary experiences for friends and family.

Making music truly immersive, this digital sound system allows people to create unique music environments throughout the home.

This website allows people to invite their favourite artists to perform in the comfort of their living room.

This allows people to open their homes and host supper clubs through a network of underground eating venues.

237.6 MILLION CHINESE HOUSEHOLDS SUBSCRIBED TO A PAY TV SERVICE IN 2015. (FORBES)

STAYING IN TO STAND OUT

EATWITH BRAZIL

Revolutionising the use of space, Yo! Home creates flexible units that allows the environment to transform for socialising.

YO! HOME UK

SONOS GLOBAL

This home delivery app delivers wine, beer or liquor to people’s doors in under an hour. It is known as “the Uber for liquor”.

DRIZLY USA

FANSWELL USA





The home is becoming a destination in its own right. Over the past year, we’ve seen a huge proliferation of on-demand experiences and

services. Established food delivery apps such as Just Eat have already shaken up the UK’s £9bn food delivery sector. Now they’ve been joined by a raft of new services that bring food, drink and entertainment directly to our doors at the touch of a button.

As a result we are increasingly able to host events at home that previously we would have had to go out to enjoy. In the UK, supermarkets are engaged in fierce competition to offer consumers the best off-the-shelf restaurant-quality prepared meals while Deliveroo and UberEATS offer far greater choice and quality than traditional take away providers. Tapping into this trend, similar companies have sprung up across the globe, including Swiggy in India, Food Panda in Brazil and China’s Wan Lishou.

For the drinks industry, making it easy for consumers to entertain stylishly at home isn’t new. In the 1920s Gordon’s Gin was one of the first spirits marketed as a ready-to-drink, expertly pre-mixed cocktail, helping to popularise the cocktail party. Today, drinks delivery specialists such as Drizly in the US will speedily whizz a wide range of liquor from shelf to door within the hour.

Taking things a step further, services such as EatWith – which started life in Brazil but is now in 200 cities across the world – lets foodies open

their homes and host supper clubs through a network of underground eating venues. This thriving peer-to-peer scene is not limited to food and drink. Sites such as Fanswell connect music lovers and performers, enabling people to invite their favourite artists to perform in the comfort of their living room.

Socialising and entertaining at home will also become increasingly defined and enhanced by technology. In the US and UK, Amazon Echo gives us the first taste of a voice-controlled future, with capabilities that include playing music, controlling heating and lighting and ordering takeaways and taxis. The Sonos wireless digital sound system marks a shift in sound dynamics, allowing people to create unique, immersive music environments throughout the home.

Technology also offers solutions to the limitations of city living. Launched in 2012, Yo! Home represents a radical shift in the way we think about the spaces we live in, creating flexible units that mean you can quickly transform your home before your guests, and your favourite band, arrive.

Looking further into the future, advances in virtual reality entertainment will open up new opportunities to socialise and interact with guests at home in ways beyond our wildest imaginations. Virtual reality will also be a way to break down geographical barriers to socialising and playing with friends across the world.

TREND 2IN WITH THE ‘IN’ CROWD

THE HOME IS BECOMING A DESTINATION IN ITS OWN RIGHT





JOHNNIE WALKER DIGITAL MENTORSHIP

The Johnnie Walker digital mentorship programme was launched in September 2016. It brings to life the brand’s heritage and blending expertise through a variety of unique experiences, heralding a new era of whisky education that can be enjoyed by adults from the comfort of their own home.

The programme brings whisky tasting and whisky education directly to people’s fingertips. Using their tablet, mobile or Amazon Echo devices, whisky fans can chat live with the Johnnie Walker messenger bot and learn about whisky, get cocktail recipes and blend recommendations and find information on where to buy the product.





THE SINGLETON VIRTUAL TOUR

We’re bringing people closer to our Singleton whisky brand via an immersive virtual reality (VR) adventure that allows whisky fans to discover and appreciate the flavours of this multi-award-winning single malt Scotch whisky.

The first flagship event took place in August 2016 at Epicurean Market, a three-day food and drink festival in Singapore. At the event, visitors were given a VR headset, ear phones and a dram to taste. Over the next two-and-a-half minutes they were transported to Scotland for a tour of the Glen Ord distillery, one of the oldest in the Scottish Highlands. During the experience, they were prompted to savour the whisky from one scene to another, immersing themselves in the delicious flavours that make up the whisky.





THE FITNESS INDUSTRY IN INDIA IS GROWING AT RATE OF 18% (FORBES)

AROUND 70% OF CHINESE CONSUMERS FOLLOW A DIET THAT LIMITS OR PROHIBITS AT LEAST SOME UNHEALTHY INGREDIENTS (NIELSEN)

TREND 3OPTIMISE NOT COMPROMISE

IN SUMMARY

With more tools than ever to understand what we consume and how we exercise, we will increasingly be able to optimise our social lives without compromising on excitement and experience.

FITBIT HAS OVER 19M REGISTERED USERS AND ACCOUNTS FOR APPROXIMATELY 35% OF THE WEARABLE TECH MARKET

GETTING THE BALANCE RIGHT

TheBar.com is a place for people to get inspiration to make great drinks with a delicious range of ingredients.

This bar serves only water, even hiring “water sommeliers” to put together the bar’s menu.

A light, fresh, dairy and gluten-free version of the original, with the same calorie count as a vodka and soda.

In July 2016 Johnnie Walker became the first Scotch whisky to unveil plans to print nutritional information on its label.

JOHNNIE WALKER GLOBAL

New bars like YOLO feature sophisticated non-alcoholic menus that give people more choice.

YOLO CHINA

THEBAR.COM UK

WATER BAR EUROPE

BAILEYS ALMANDE USA & CANADA





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. Equipment such as Fitbit – which gets about 50,000 daily downloads in the US alone – allows us to easily monitor how much exercise we do and provides us with immediate feedback on progress toward our goals.

And it’s not just technology that’s driving this trend. The increasing prevalence of clear nutritional and calorie information on packaging makes it easier to manage our diets while the rise of gluten-free, sugar-free and dairy-free options means we have more choices than ever before.

This choice extends to what we drink too. It’s important to recognise that while there are occasions when some people choose not to drink alcohol, many still want to socialise with friends, have fun and choose products that are as interesting and sophisticated as those of their companions. This is driving the popularity of brands like Fever Tree, which offers sophisticated low-sugar soft drinks made with natural ingredients, and Seedlip, the world’s first distilled non-alcoholic spirits solving the dilemma of ‘what to drink when you’re not drinking’. In India, The Pink Room, a chain of exclusive cocktail bars, now offers extensive mocktail menus to meet the growing demand for intriguing non-alcoholic alternatives.

CLEAR NUTRITIONAL AND CALORIE INFORMATION ON PACKAGING MAKES IT EASIER TO MANAGE OUR DIETS

Among those that choose to drink, there is a growing desire to ‘drink better not more’, combining 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. This is evident in the cocktail trends identified in our WORLD CLASS: Future of Cocktails report, which reveals a whole world of creativity and individuality. For example, Fragrances at The Ritz-Carlton in Berlin is the first bar where you can order drinks based on perfumes and aromas while Artesian in London taps into customers’ personal experiences by creating cocktails that capture their mood and essence in a glass.

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

TREND 3OPTIMISE NOT COMPROMISE





OPTIMISATION THROUGH INNOVATION

We are offering consumers a wider range of choice than ever before. In 2016 we gave Baileys fans in the US and Canada the chance to try Baileys Almande, a light, fresh, dairy and gluten-free version of the original, with the same calorie count as a vodka and soda (38 calories per 15ml serve).

Smirnoff Spiked Sparkling Seltzer was also launched in the US market last year as a low-carb, zero-sugar option, with only 90 calories in a 12 ounce serving – the same as a small glass of Champagne.

Smirnoff Pure also launched in Australia and was Diageo’s first premix to combine vodka and natural ingredients, with no preservatives or artificial ingredients.





JOHNNIE WALKER LABELLING

In July 2016 Johnnie Walker became the first Scotch whisky to unveil plans to print nutritional information such as alcohol content and calorie counts per serve on its label. The new labels will be extended to Johnnie Walker Black Label, Double Black, Gold Label Reserve, Platinum and Green Label in the first half of 2017, followed by the rest of Diageo’s portfolio.

The new labels are designed to help people understand what’s in their glass, and underline our commitment to helping socialisers to make decisions about drinking, or not drinking, as part of a balanced lifestyle.

Diageo Futures: The Changing Face of SocialisingIntroduction 15




Conclusion

There is no escaping (and no reason to escape) the role that technology has in how we spend our free time. With nearly a third of the world’s population using a public media platform to communicate,

connect and document their existence, social media isn’t just part of our lives, it is our lives.

This is driving a desire to seek out spontaneous and immersive experiences that say something unique about us and that we can share with friends and followers. Technology is also transforming our homes into desirable destinations in their own right while, in 2017, leading a balanced lifestyle will become a point of difference, with people optimising their social lives through exercise and smarter consumption.

Innovation drives our company forward. This means staying ahead of consumer trends around the world and continually creating new products, categories and experiences. We’ll be keeping a close eye on how these trends develop over the next 12 months and beyond so that we can bring new drinks to market to satisfy an increasingly sophisticated and discerning audience who want brands that complement their lifestyles.

CONCLUSIONZOE LAZARUS

Our success relies not only on offering our consumers what they want right now, but also on understanding, tracking and responding to the emerging socialising trends and behaviours that are on the cusp of becoming mainstream.

Diageo Plc Lakeside Drive Park Royal London NW10 7HQ United Kingdom

T: +44 (0) 20 8978 6000

www.diageo.com

Registered In England No. 23307

About Diageo

Diageo is a global leader in beverage alcohol with an outstanding collection of brands including Johnnie Walker, Crown Royal, JεB, Buchanan’s and Windsor whiskies, Smirnoff, Cîroc and Ketel One vodkas, Captain Morgan, Baileys, Don Julio, Tanqueray and Guinness.

Diageo is a global company, and our products are sold in more than 180 countries around the world. The company is listed on both the London Stock Exchange (DGE) and the New York Stock Exchange (DEO). For more information about Diageo, our people, our brands, and performance, visit us at www.diageo.com. Visit Diageo’s global responsible drinking resource, www.DRINKiQ.com, for information, initiatives, and ways to share best practice.

Celebrating life, every day, everywhere.

© 2017 Diageo plc. All rights reserved. All brands mentioned in this document are trademarks and are registered and/or otherwise protected in accordance with applicable law.

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