Betterment Brands
Diageo have just release their annual “Distilled” report, looking at what are the big macro socialising and drinking trends for 2025. As the world’s biggest spirits producer with the biggest resources its an important document for the rest of the industry of where brands should direct their focus.
This year one of the key trends is what they call the ‘Betterment Brands’ which highlights a significant shift in citizen (we don’t like to use the world consumer) behaviour towards more eco considered purchasing decisions. It seems that growth in total conversations around sustainability has plateaued, which could mean that it’s finally been embraced as mainstream rather a niche, which is positive.
‘Today's consumers citizens are hunting for brands that walk the walk when it comes to making the world a better place. People are making conscious choices that reflect their values. This shift is pushing brands to step up their game across the board’
A key aspect of this trend is the emphasis on sustainability throughout the entire value and supply chain, which in a beautiful reflection of the messaging of Avallen Calvados, they name ‘planet-positive’ (were they inspired by our work?). Citizens are looking beyond superficial claims to consider how they are sourced, produced, delivered, and reintegrated into a circular economy. This is particularly important for the drinks industry as our products can have a significant impact at the agricultural stage due to the reliance on industrial monocrops. It’s also a sign that they see through greenwashing and claims like ‘recyclable’ and ‘eco-friendly’.
Hyperlocal initiatives are gaining traction as consumers prioritise community-building and supporting local economies. Conversations about “Local Wealth” grew by 59% last year, showcasing the pride and importance people place on locally sourced goods and regional craftsmanship.
With a 74% growth in discussions, ethical considerations are now central to consumer decision-making, showign that people are interested in a wide range of issues beyond just environmental impact. Topics such as fair labour practices, transparency in supply chains, and fostering inclusivity resonate strongly.
One of the major challenges is the big ‘say-do’ gap. This means that while people express support for these values, their actions don’t always align, partly due to a lack of accessible options or information. This presents an opportunity for businesses to bridge this gap by making sustainable choices easier, with greater visibility, and more appealing.
For brands looking to lead in this space, the path forward is clear and includes:
Hyperlocal Focus: Emphasising local sourcing and community support in marketing and operations. This doesn’t necessarily mean only drinking products made within 5miles of your house, but that you’re localising supply chains as much as possible.
Transparent Communication: This is a big one, especially with increasing legislation around greenwashing being implemented around the world. Educating citizens about eco-certifications such as B Corp or Bon Sucro, transparency around sustainable materials, and proof of ethical practices is key to building long term trust and brand adoration.
Circular Economy Models: We’ve all seen the rise of platforms like Vinted for clothes and the rise of second-hand shopping or rental services to reduce waste. Circularity in drinks is growing with an increasing number of solutions available from localised to global technologies.
We see the Betterment Brands trend within Diageo’s report as a call to action. By partnering with businesses across the drinks industry, we aim to accelerate sustainable practices that resonate with this growing citizen demand and support companies to be profitable forces for good in the world.
Our services, from crafting roadmaps for sustainability to implementing tailored solutions, are designed to help brands not just meet expectations but exceed them.
If you want to have a conversation about how we can help you, then get in touch as we’d love to chat.
