Wineries Use AI and Technology to Manage Rising Costs and Changing Consumer Preferences
Wineries across the U.S. are adapting to challenges in the direct-to-consumer (DTC) wine market brought on by increasing labor costs and evolving consumer expectations. The Third Annual Wine Club Symposium, held online on July 16 and 17, gathered industry leaders to discuss how technology and artificial intelligence help wineries stay competitive while keeping customers loyal.
Brian Baker, founder of Cultivar Marketing, opened the symposium’s second day with Vinsuite CEO Jason Curtis. Baker pointed out that labor costs are rising in the wine club segment, historically one of the most profitable areas for wineries. He explained that AI is starting to reduce these expenses, boosting profitability in wine clubs.
The event, attended by over 500 professionals daily, began with a state of the industry panel featuring Curtis, Jennifer Warrington from Wine Industry Sales Education (WISE), and Megan Curio of The Wine Lass consultancy. Later sessions covered targeting key consumer groups and organizing traveling wine events.
Building Loyalty with Younger Consumers
Baker emphasized loyalty as critical for wineries’ financial success. He noted a shift in consumer values: older generations focused on learning about producers and terroir, while Millennials and Gen Z want experiences tied to sustainability, storytelling, and personal connection.
Many wineries use basic engagement methods, but technology can deepen relationships by creating positive emotional responses. Examples include sharing compelling stories, granting exclusive access, and surprising customers with personalized offers that make them feel valued.
Texting Platforms Enhance Customer Engagement
Jessica Fillion, Sales and Marketing Director at Repris Winery, shared how RedChirp’s texting platform helps communicate with club members. Initially used for customization options and shipping updates, it now includes exclusive offers, birthday discounts, club anniversaries, and special release notifications. This personalized approach has boosted sales.
Jennie Gilbert, founder of RedChirp, highlighted the challenge of retaining club members and encouraging engagement. She stressed personalizing messages to strengthen connections and increase future sales. RedChirp’s new AI integration analyzes millions of data points to predict the best times to contact customers based on purchase behavior.
AI Tools Support Smaller Wineries
For smaller wineries with limited staff, technology is especially helpful. In a panel moderated by Jason Curtis, experts from BottleShots.ai, WineSpeak.ai, and Enolytics discussed how AI can reduce labor hours while improving customer experience. They warned against over-automating at the cost of authenticity and encouraged experimenting with AI tools to understand their benefits and limits.
Daniel Chapin from BottleShots.ai pointed to broader industry concerns about declining sales and reduced interest among younger consumers. He argued that adopting AI tools is essential for efficiency and competitiveness.
Recommended AI Tools for Wineries
- Gemini Pro: AI assistant for various tasks
- NotebookLM: Research and note-taking
- Future Tools: General AI information
- Perplexity: AI-powered search engine
- ChatGPT and Claude: Content creation and planning
- Sora: Video generation
- Runway ML: Multimedia content creation
- Canva: Image generation
By integrating these technologies, wineries can streamline operations and create meaningful customer connections, even as market conditions shift.
For hospitality and events professionals supporting wineries, understanding these tools and strategies can improve marketing efforts and customer engagement. Exploring AI courses and resources can provide practical skills to implement these technologies effectively. Visit Complete AI Training to explore relevant courses.
Your membership also unlocks:
