Diageo has skillfully used artificial intelligence to identify five flavours that will profoundly impact the social experience of consumers around the world this summer.
The five flavours – Umami, Spicy, Tropical, Healing and Harvest – are the result of Diageo's new Taste Prediction program in partnership with AI Palette, an intelligent learning tool. By tracking conversations across online and social media platforms, the AI color palette accurately captures emerging food and beverage trends.
Flavor
What is umami? Known as the "fifth taste", umami is scented to enhance traditional flavors and reflect the exploration of different experiences, traditions, and cultures.
In the U.S., there was a 55% increase in discussion about Korean hot sauce, as was discussion about Asian flavors such as seaweed sauce (53% increase) and tahini (45% increase).
In the UK, discussions about turmeric have surged by 79%. But it's not just health-conscious consumers looking for superfoods. This flavor is used in cocktails, including margaritas.
The emotional value of K-pop, coupled with Squid Game being Netflix's most-watched show of all time, is indicative of interest in Korean culture. But there is also a growing interest in the Indian and Japanese way of life.
The parmesan espresso martini became popular in the United States, going from being popular on TikTok to being a fixture on the Starbucks backup menu.
pungency
Diageo found that spicy flavours were also popular. In the UK, discussion of jalapeños has increased by 32 per cent, while in Australia, discussions of Italian peppers have soared by 53 per cent. In the U.S., the popularity of chili peppers has also increased by 36 percent. According to Diageo, 15% of consumers worldwide are looking for a more adrenaline-pumping experience in social situations. Today, Latin and Tex-Mexican-inspired food orders in the US have surpassed Italian cuisine, while nearly half of UK consumers are also using hot sauces in their daily diets.
Blossom harvest
"Blossoming Harvest" is a response to the global consumer's love of nature, a trend that is further amplified by popular events such as the 2024 Met Gala at the Met Gala. Diageo has observed a staggering 172% increase in searches for "how to forage" in the UK alone.
Behind this obsession with nature is a growing awareness of environmental protection among consumers. They are more inclined to discuss locally sourced ingredients, a trend that has risen by 44%. From the discussion of flowers and natural ingredients, we can see that elderflower has risen in popularity by 67% in France, while rhubarb has also increased in popularity by 36% in Canada.
tropic
People have not forgotten the setbacks caused by the pandemic and lockdowns. People are looking for adventures to make up for missed trips: Nearly a third of Brits aged 18-25 are looking for activities such as hunting and island hopping.
The tropical flavors of fruits like guava, passionfruit, and pineapple help bring dreams to life.
Tamarind – a tropical fruit native to Africa – is popular in cocktails: in the United States, there has been a 50% increase in discussions about this ingredient (27% in the UK).
heal
Taste is more than just taste. It also transforms these into multi-layered experiences, and hospitality-based beverages are becoming increasingly popular.
Coffee-based cocktails are trending: Latin-inspired caragillo (Spanish specialty coffee) and frozen espresso martinis are particularly interested. Hazelnuts, nutmeg, walnuts, and cocoa are also other ingredients to look out for.
Indulgent, hospitality-focused beverages may even begin to replace traditional desserts.
Reference source: https://www.beveragedaily.com/Article/2024/06/11/Diageo-s-top-five-flavors-for-cocktails-and-spirits-in-summer-2024
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