Global Wine Experts Discuss AI's Role in Industry's Future

On October 1, the first event in the ProWein Business Talks series, which focused on digitalization in the wine industry, brought together international experts to discuss how artificial intelligence (AI) could shape the future of wine. The event featured key industry figures such as Daniel Freund, CEO of the German wine distributor Weinkontor Freund; Antonio Graça, R&D director of Portugal's Sogrape; and Paul Mabray, a futurist in the wine industry based in the United States. While the panelists expressed optimism about AI's potential, they also emphasized caution, particularly regarding its ability to predict consumer preferences based solely on a wine's chemical composition.

One of the central topics of discussion was AI's role in understanding consumer preferences. Over the last decade, the idea of using data and algorithms to predict how a consumer will respond to a particular wine has gained traction. However, Mabray, Graça, and Freund all agreed that the complexity of wine enjoyment cannot be reduced to data alone. Paul Mabray was particularly clear in his assessment, calling it "junk science" to believe that a recommendation engine could accurately predict whether a consumer would enjoy a wine based on its chemical makeup. He emphasized that many external factors, including the consumer's mood, the context in which the wine is consumed, the type of food paired with the wine, and even the physical condition of the person drinking it, play a significant role in shaping the wine experience. The perception of wine is not simply the result of its components but is shaped by a broader sensory and emotional context that no algorithm can fully capture.

Antonio Graça added to this perspective by discussing the difference between deterministic and probabilistic approaches to wine recommendations. He argued that it would be an oversimplification to attempt to base consumer preferences on the chemical profile of a wine. Personal emotions, memories, and past experiences all influence how a person perceives a wine. While this complexity cannot be modeled precisely by AI, Graça believes that AI can still play a role by helping consumers navigate the overwhelming variety of wine choices available today. By using algorithms that focus on probability rather than certainty, AI tools can offer consumers wines that are more likely to match their tastes, without pretending to guarantee a perfect match.

Daniel Freund focused on a different aspect of AI's role in the wine industry, emphasizing that the true strength of AI lies not in trying to "taste" wines but in enhancing the storytelling around wine. He highlighted how digitalization could transform the way information about wine is shared with consumers. Traditionally, wine producers have relied on labels and shelf talkers to convey details about a wine's origin, the winemaker's philosophy, and the history of the vineyard. However, AI and other digital tools can provide a much richer, interactive experience for consumers. Freund predicted that in the future, consumers will be able to use digital interfaces to explore the story behind each bottle, learning about the region where it was produced, the people involved in its creation, and other factors that give the wine its character. This focus on storytelling could become a key driver in helping consumers connect emotionally with wines, moving beyond a purely technical assessment of what is in the bottle.

Paul Mabray also spoke about the broader implications of digitalization for the wine industry. While the technological tools available to winemakers, distributors, and retailers have evolved rapidly, Mabray pointed out that technology alone is not enough to drive meaningful change. He emphasized that digitalization requires a shift in corporate culture. The wine industry, historically slow to adopt new technologies, must become more open to experimentation and learning from failure. In a market that has long been resistant to risk, the ability to accept and learn from mistakes will be crucial for digital transformation to succeed.

While AI and digital tools may reduce the need for certain human interventions, both Freund and Graça stressed that the role of people will remain critical in the wine industry. Freund noted that even as AI helps streamline operations and improve customer experiences, human expertise will still be essential in crafting the stories that resonate with consumers. Graça agreed, adding that for digitalization to truly benefit the wine industry, it must be used in a way that enhances the experience for everyone involved—customers, employees, winery owners, and society as a whole. However, this will only happen if the industry is willing to embrace technology and evolve along with it.

The ProWein Business Talks series will continue throughout the year, bringing together experts to discuss key trends and developments in the wine and spirits industry, offering a platform for ongoing discussions about the role of technology, AI, and digitalization in shaping the future of wine.