Artificial intelligence (AI) is rapidly transforming industries across the globe, and the wine and spirits sector is beginning to harness its potential. At ProWein 2025, experts gathered at The Spirits Business Hub for a panel discussion on the role of AI-driven software in creating personalized experiences for consumers within the alcohol industry. The session, titled How AI-driven Software is Driving Personalised Experiences, provided valuable insights into how AI can revolutionize the way wine and spirits businesses engage with their customers.
The panel was moderated by Patrick Schmitt MW, editor-in-chief of The Drinks Business, and featured a diverse group of speakers including Andrew Sussman, co-founder and CTO of Preferabli; Danny Cooper, chief information and digital officer at Virgin Wines; Jose Amado-Blanco, CEO of Vinarte Migros Gruppe; and Colin Hampden-White, whisky expert and a key member of the Preferabli team.
The discussion was accompanied by a tasting of three rare whiskies—Dailuaine 1997, Auchroisk 1996, and BenRiach The Twenty One—selected and presented by Hampden-White. The tasting highlighted the emerging trend of using AI to analyze tasting notes and convert them into numerical data, which can be cross-referenced with other products to generate personalized recommendations for consumers.
Sussman shared how AI technology is transforming the personalization of consumer experiences. “When we started Preferabli, talking about AI was like speaking a different language to many people,” he said. “But today, AI is becoming more mainstream, especially with tools like ChatGPT.” He explained that while large language models, such as ChatGPT, are effective for content generation and natural language understanding, they often fall short when it comes to delivering truly personalized recommendations. “AI needs to go beyond simple patterns and offer tailored suggestions that align with individual preferences,” he noted.
Preferabli’s AI-driven platform helps consumers build a personalized reference point based on their unique flavor preferences and product history. From there, the software generates targeted recommendations, allowing customers to discover new products they are more likely to enjoy.
However, a key point of discussion was the considerable digitalization gap in the wine and spirits sector. Several panelists pointed out how far behind the industry is in terms of adopting modern technological tools, particularly AI and e-commerce solutions. The COVID-19 pandemic exposed the industry’s lack of investment in digital channels, leaving many businesses scrambling to adapt.
Amado-Blanco candidly stated, “The wine industry is not very digitalized. We are particularly behind in AI.” Cooper echoed this sentiment, noting the stark contrast between the wine industry and other sectors such as fashion. “The fashion industry started integrating AI and mobile apps two decades ago, using algorithms to understand customer buying habits. The wine industry, by comparison, is 10 to 15 years behind when it comes to e-commerce and technological integration.”
Despite these challenges, the panelists remained optimistic about the potential of AI to revolutionize the wine and spirits industry. As companies begin to embrace digital tools, there is hope that the sector will catch up to other industries and create more personalized, customer-centric experiences.
In conclusion, while AI has the potential to drive significant change in the wine and spirits sector, the industry still faces a digitalization gap. As companies begin to invest in AI-driven platforms and e-commerce solutions, it will be crucial for the sector to bridge this gap and fully realize the benefits of technological advancement.
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