Diageo – Distilled A Diageo Foresight Report, 2023

Diageo, a leading beverage alcohol company, aims to understand socializing better than any other company by understanding the forces that shape it. To achieve this, they utilize their proprietary Foresight System, which allows them to detect and track long-term consumer shifts. This system, referred to as the "Hubble Telescope" of Diageo's insight work, enables them to approach marketing and innovation from a future perspective. Diageo's total insight capability covers a wide range of factors, from slow-moving macro shifts to fast-moving micro signals, and from psychological and sentimental factors to behavior and spending. They also consider TBA-specific factors such as occasion and serve, as well as social aspects like music, food, and entertainment. This comprehensive understanding helps them shape the future of social celebration. Distilled, a foresight report by Diageo, leverages their Foresight System to present pressing consumer trends that brands across industries and regions should be aware of. The report aims to assist brands in developing strategies that will prepare them for the future and encourages collaboration between Diageo and other brands for continuous learning and innovation.