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Innovation of the Day: AI-Informed Summer Flavours

Diageo's AI-Informed Summer Flavours: Summary


  • Diageo identified five key flavor profiles predicted to dominate the summer food and beverage scene: Umami Universe, Spicy Spark, Tropical Takeover, Treating Temptation, and Bloom Harvest.

  • These flavors were identified using an AI tool to track online conversations and search trends.

  • Specific ingredients experiencing increased interest include turmeric, gochujang, chili peppers, tamarind, guava, coffee, hazelnut, nutmeg, elderflower, and rhubarb.

Key Takeaway:

Consumer preferences are shifting towards bold, adventurous, and globally-inspired flavors, driven by a growing interest in novel experiences, cultural influences, and a connection with nature.


The trend reflects a move away from traditional and familiar flavors towards more complex, layered, and unexpected combinations. This is evident in the rise of umami-rich ingredients, spicy elements, tropical fruits, indulgent treats with unique textures, and floral/botanical flavors.


  • Diageo's AI-powered approach to identifying flavor trends provides valuable insights for the food and beverage industry.

  • The five key flavor profiles are expected to influence product development and marketing strategies in the coming months.

  • Brands can leverage these trends to create innovative and appealing products that resonate with evolving consumer preferences.

Implications for Brands:

  • Innovation: Develop new products and flavor combinations that align with the identified trends, focusing on unique ingredients and global inspirations.

  • Marketing: Tailor marketing campaigns to highlight the adventurous and experiential aspects of these flavors.

  • Collaboration: Partner with chefs, mixologists, and influencers to create unique content and experiences that showcase these flavors in new and exciting ways.

  • Consumer Education: Educate consumers about the origins and benefits of these flavors to increase their appeal and drive sales.

  • Menu Development: For restaurants and bars, incorporate these trending flavors into seasonal menus and cocktails to attract adventurous diners and drinkers.


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