Wineries turn to artificial intelligence and technology to adapt to rising costs and changing consumer demands

Wineries across the United States are facing new challenges in the direct-to-consumer (DTC) wine market, as rising labor costs and shifting consumer expectations put pressure on traditional business models. At the Third Annual Wine Club Symposium, held online July 16 and 17, industry leaders discussed how technology and artificial intelligence are helping wineries adapt to these changes while maintaining customer loyalty.

Brian Baker, founder of Cultivar Marketing, opened the second day of the symposium with a conversation alongside Vinsuite CEO Jason Curtis. Baker highlighted that labor expenses are increasing in the wine club channel, which has historically been one of the most profitable segments for wineries. He noted that artificial intelligence is beginning to play a significant role in reducing these costs, making wine clubs even more profitable than before.

The symposium drew more than 500 attendees each day, according to organizers. The event began with a state of the industry discussion featuring Curtis, Jennifer Warrington from Wine Industry Sales Education (WISE), and Megan Curio, owner of The Wine Lass consultancy. Later sessions focused on targeting key consumer segments and organizing traveling wine events.

Baker emphasized that building loyalty is essential for wineries’ bottom lines. He explained that while older generations valued learning about wine producers and terroir, younger consumers—especially Millennials and Gen Z—are seeking experiences centered on sustainability, storytelling, and personal connection. Baker said many wineries are already using basic strategies to engage customers, but technology can help deepen these connections by triggering positive emotional responses.

Examples of effective engagement include sharing compelling stories, offering exclusive access to products or events, and providing personalized surprises that make customers feel valued. Jessica Fillion, Sales and Marketing Director at Repris Winery, shared her experience using RedChirp to text club members about customization options, shipping updates, and reservation reminders. Fillion said this approach started as an extension of their hospitality but has since expanded to include exclusive offers between shipments, birthday discounts, club anniversaries, special releases, and other personalized messages—all of which have helped boost sales.

Jennie Gilbert, founder of RedChirp, pointed out that retaining club members and getting them to engage with communications is becoming more difficult. She stressed the importance of personalizing messages to strengthen bonds with members and increase future sales opportunities. Gilbert identified sixteen different touchpoints where texting can be effective, such as welcoming new members or inviting them to special events.

RedChirp recently launched an AI integration designed to help DTC managers determine the best times to contact club members based on previous purchase behavior and other data points. Gilbert explained that millions of data points are used to train the AI model so it can predict when customers are most likely to respond positively.

Technology like texting platforms and AI tools can be especially valuable for smaller wineries with limited staff who often juggle multiple roles. In the final session of the symposium, Curtis hosted a panel with Daniel Chapin from BottleShots.ai, Robert Noakes from WineSpeak.ai, and Ron Scott from Enolytics. The panelists discussed how artificial intelligence can help small wineries reduce labor hours while improving customer experience.

However, they cautioned against relying too heavily on automation at the expense of authenticity. Scott encouraged winery owners and employees to experiment with different AI tools so they understand their capabilities and limitations. He believes that AI will help level the playing field for smaller businesses in DTC marketing.

Chapin addressed broader industry concerns about declining sales and waning interest among younger consumers. He argued that adopting AI tools is essential for driving efficiency and staying competitive in today’s market.

Several AI tools were recommended during the symposium for various winery needs: Gemini Pro as an AI assistant; NotebookLM for research and note-taking; Future Tools for general information; Perplexity as a search engine; ChatGPT and Claude for content creation and planning; Sora for video generation; Runway ML for multimedia content creation; and Canva for image generation.

As wineries continue to navigate a changing landscape marked by higher costs and evolving consumer preferences, many are turning to technology not only to streamline operations but also to create more meaningful connections with their customers.