How AI Search Is Changing the Wine & Spirits Industry (And What Businesses Need to Do Now)

Imagine this: A customer asks ChatGPT, “What’s a great Napa Cabernet under $50?” or “Where can I find natural wine in Miami?”—and AI instantly delivers recommendations. The question is: Is your wine or spirits business showing up in these answers?

Traditional SEO is fading. AI-driven search is the new frontier—already shaping how people discover, buy, and talk about wine and spirits. If you’re a winery, retailer, distillery, or distributor, you need to ensure AI models understand, recommend, and prioritize your products.

Here’s how AI is changing the game—and what you can do today to stay ahead.

1. AI Search Is Replacing Google for Wine & Spirits Recommendations

More people are turning to AI assistants (ChatGPT, Gemini, Alexa, Siri) for wine advice instead of scrolling through Google.

• Instead of searching “Best Italian red wines under $30” and clicking links, they now ask AI directly.
• AI then curates responses from online data, product descriptions, and reviews.
• If your brand isn’t optimized for AI search, you’re invisible in this new landscape.

Action Step:

Check your AI visibility. Ask ChatGPT about your brand, your wines, or your retail store. Are you showing up? Is the information correct?

2. Voice Search and AI Assistants Are Selling More Wine Than Ever

Consumers are increasingly using voice search to find and purchase wine and spirits.

• “Alexa, find me a highly-rated Pinot Noir under $40.”
• “Siri, where can I buy mezcal near me?”

If your products aren’t structured for AI, they won’t be recommended. AI pulls data from structured product listings, descriptions, and schema markup—not traditional keywords.

Action Step:

Rewrite your product descriptions using AI-friendly formatting. Instead of vague text, structure them like this:
✔ “2021 XYZ Napa Cabernet Sauvignon – A bold, fruit-forward wine with blackberry and oak. 94pts. Available at ABC Wine Shop.”
✖ “Full-bodied, rich Cabernet with complexity and smooth tannins.” (Too vague for AI.)

3. AI Search Relies on Structured Data—Not Just Reviews and Keywords

AI doesn’t browse websites like humans do. It relies on structured data (schema markup) to “understand” your products.

• Wine retailers and brands need AI-readable metadata to appear in search results.
• Distributors should ensure AI models correctly list product availability and pricing.
• Wineries must optimize descriptions and reviews to be picked up by AI-generated recommendations.

Action Step:

Ensure your website has AI-friendly schema markup so search engines and AI assistants can index your products properly.

4. AI Is Changing Wine & Spirits E-Commerce

Online wine sales are growing rapidly, and AI is driving this trend.

• AI-powered recommendations suggest wine based on past purchases and reviews.
• Platforms like Vivino and Drizly are using AI to personalize shopping experiences.
• AI-driven chatbots are assisting customers in real-time.

If you’re in wine retail or e-commerce, AI optimization is no longer optional—it’s essential for visibility and sales.

Action Step:

Optimize your store’s AI presence. Ensure that your product categories, filters, and descriptions are structured for AI-readability on platforms like Shopify, WooCommerce, and Vivino.

What to Do Next: Get Ahead of AI Search Now

Wine and spirits brands that embrace AI now will dominate the market in the next one to three years. Those that ignore it will be left behind.

Want to make sure your business is AI-optimized?

• We’re helping wineries, retailers, and brands get their products seen in AI search.
• Let’s start with an AI Visibility Audit—we’ll check if AI assistants are recommending your business and how to improve it.