Heineken’s Together Lab: taste and experience become the new language of socialising

According to the analysis conducted by the Together Lab Observatory promoted by Heineken Italia, if until a few years ago it was the place or occasion that defined a moment of socialising, today it is increasingly shared experiences that give meaning to encounters and, among these, food is taking on an increasingly central role.

Through a social media monitoring activity, developed in collaboration with IULM University, which analysed over 14.400 spontaneous online conversations posted by young people aged between 18 and 35 on the main social platforms, the project describes how the languages, places and rituals of spending time together are evolving.

The role of food

Among the main trends identified by the Observatory, a new form of socialising in which food plays a central role is emerging: in the conversations analysed, aperitifs, dinners and moments of sharing are frequently described through words such as “spending time together”, “sharing”, “chats” and “friendship”, reflecting a conviviality that increasingly takes place through food, transforming taste into a true language of relationships. This evolution is being driven above all by 25-35-year-olds, who experience food not only as consumption, but as an opportunity to create connections and build experiences to share.

This evolution is also reflected in recent research by AstraRicerche, according to which 84% of Italians appreciate discovering new flavours and almost 70% prefer simple and informal convivial occasions. This picture confirms that contemporary conviviality is increasingly oriented towards authentic experiences to be enjoyed and shared together.

Between experimentation and tradition

The analysis also reveals a particularly interesting cultural tension running through many of the conversations collected. On the one hand, the desire to experiment is growing: ethnic cuisines, unusual ingredients, gastronomic influences and hybrid recipes fuel curiosity and become an opportunity for shared discovery. On the other hand, the appeal of traditional flavours, family recipes and local specialities remains strong, continuing to represent an important element of identity. Rather than being two opposing trends, innovation and tradition coexist within the same convivial experience, helping to make food a space for personal expression and relationships.

The language of digital platforms also reflects this transformation. Among the words that recur most frequently in the conversations are “sharing platter”, “street food”, “pizza”, “focaccia”, “apericena”, along with references to international cuisines, shared recipes, new ingredients and flavours to experiment with. The common thread is always the same: conviviality increasingly springs from gastronomic curiosity and the desire to enjoy a memorable experience together, transforming taste into the starting point for relationships.

The role of beer

In this scenario, the role of beer is also changing. It no longer simply represents a drink associated with a moment of consumption, but becomes an integral part of the shared gastronomic experience. Thanks to the variety of styles, its versatility in pairings and its naturally convivial character, beer spontaneously accompanies these new rituals of spending time together, enhancing experiences built around discovering and sharing taste.

Market research also confirms this evolution. According to AstraRicerche, 75% of Italians associate beer with conviviality and 63% choose the drink also out of curiosity and a desire to try something new. At the same time, evidence from Cga by NIQ shows that 1 Italian in 2 also choose a venue for the quality of the food and drink pairing, while 85% consider food pairing during aperitifs important. These figures show how the gastronomic experience is increasingly perceived as a whole in which the choice of drink helps make the moment of sharing richer and more engaging.

Online conversations also reveal growing attention to beer culture. In particular, on Reddit (30% of the conversations analysed) and Facebook (22%), interest in styles, food pairings and the discovery of new products is growing, transforming experimentation into an opportunity for dialogue and discussion. Discovering a new beer thus becomes another pretext for spending time together, fuelling conversations and sharing experiences.

The comment

“With Together Lab, we chose to observe socialising as it takes shape, through the spontaneous conversations in which young people describe their way of spending time together every day. What emerges clearly is that conviviality continues to represent a fundamental need, but today it finds new, more fluid and personal forms of expression. Food and gastronomic experimentation are a concrete example: preparing a recipe together, discovering new flavours or sharing a sensory experience become opportunities to create relationships and strengthen the meaning of spending time together. It is interesting to observe how, while the rituals and languages of socialising evolve, conviviality remains one of the most distinctive features of Italian culture: the ability of food to represent a moment that brings people closer and transforms time into an experience of relationships. The ways in which younger generations create these moments are changing, but the desire to come together around physical experiences involving the senses, capable of creating meaningful connections, remains. In this context, beer confirms its role: freshness, lightness and informality, as well as a wealth of styles and flavours, with tastes that are never excessive, help make the experience even richer. We listened in to understand how the rituals of spending time together are evolving and to bring our purpose to life: we create the pleasure of spending time together to inspire a better world”, says Alfredo Pratolongo, corporate affairs director at Heineken Italia.

This article was translated from the original Italian version with the assistance of artificial intelligence. In case of discrepancies, please refer to the original Italian version.