Wisconsin whiskey shop uses AI to match customers with bottles they'll actually enjoy
Barrels on Bridge, a Cedarburg whiskey shop that opened in 2024, has deployed an AI agent called BOB to solve a persistent retail problem: customers buying bottles they don't like and leaving them to collect dust.
Co-owner Brendan Ryan, a former attorney, built BOB with the shop's full inventory and his personal tasting notes. Customers describe their preferences or who they're shopping for, and the tool generates tailored recommendations based on flavor profiles and personality.
"We all hate it when we go to a shop, and we buy something, hoping we'll like it. Take it home. We end up not liking it," Ryan said.
The problem it solves
Ryan opened the shop with his wife Tierra after noticing two trends converging: overall alcohol consumption is declining, and when people do drink, they're more selective about what they choose.
The tool addresses this directly. Customers can sample recommended bottles in-store before purchasing, reducing the risk of a bad investment on a rare find.
"It really helps people take a deeper dive into their own palate as well as save money," Ryan said.
Customer experience over technology
Ryan's approach mirrors what draws customers to the shop in the first place. Solomon Gatton, a customer, said the difference comes down to genuine attention: "There are so many shops that could care less about you, and he does."
The goal is to bring the bourbon trail experience of Kentucky and Tennessee to Wisconsin without losing the human element. BOB handles the heavy lifting of inventory knowledge and personalization, freeing staff to focus on the relationship.
AI for Customer Support tools like BOB work best when they augment rather than replace human judgment. In retail settings, this means using AI Agents & Automation to handle routine recommendations while staff handle the nuance and trust-building that drive loyalty.
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