The future of wine lies in personalized, culturally relevant discovery powered by innovation.

By Christy Serrato

Can AI really know us better than we know ourselves?

Spotify serves up the perfect rainy-day song. Netflix cues our next binge. Amazon recommends a copper pour spout because we bought artisanal olive oil last week. And now — wine? 

What was once the expert domain of a sommelier has become another frontier for algorithms. “You may also like…” is now the default gesture of our modern life. But when applied to wine, that algorithmic confidence can fall short. Worse, it oversimplifies the depth of our tastes — especially at a time when consumers are more diverse, more curious and more culturally expressive than ever before.

A great recommendation shouldn’t just confirm your preferences. It should open a door — to something new, surprising and personal. We are more complex, more curious and more open than any algorithm can predict.

What we enjoy in a glass of wine is shaped by a rich blend of factors, including identity, upbringing, mood, cuisine — even who we’re with. Yet most recommendation tools overlook that nuance. Plug in a few preferences (“bold reds,” “dry whites”), and a list appears, as if our tastes are fixed, formulaic and easy to monetize.

That’s not personalization. It’s prediction. And prediction stifles discovery. It nudges us toward what we already know, slowly training us to choose comfort over curiosity.

For consumers, algorithmic recommendations can dull the joy of wine. For wine brands and retailers, it means missing a critical connection with younger, multicultural shoppers — those who want relevance, not just another best-seller.

A great recommendation shouldn’t just confirm your preferences. It should open a door to something new, surprising and personal. We are more complex, more curious and more open than any algorithm can predict.

That’s why rethinking wine recommendations is so important. In a world overflowing with choice, helping someone find the right wine — one that feels personal, relevant and memorable — is more valuable than ever. But to stay meaningful, recommendations must evolve alongside the consumer.

Wine should feel intuitive and inclusive, not just better predicted. Identity and context matter. Here’s how we can all make wine more relevant:

Instead of browsing by grape or region, choose wine based on what you’re eating. Whether it’s street tacos, sushi or a cherished family recipe, there’s a wine that can elevate the experience.  Food is the most personal — and powerful — path to wine discovery.

Wine isn’t just for steak and cheese boards. Match wines with the cuisines you grew up with or that you’re exploring. Think Pinot Noir with chicken adobo, Riesling with pad Thai or pét-nat with dim sum. Cultural context adds meaning and magic to every pour.

You don’t have to “know what you like.” Curiosity is the best guide. Try one new wine per month that’s outside your usual picks — perhaps from an underrepresented region or maker. Discovery often lives just outside your comfort zone.

Wine ratings offer a critic’s view, but they don’t capture you. When you enjoy a wine, jot down why. Was it the setting? The meal? The memory it sparked? That context shapes your palate far more meaningfully than a number ever could. 

The wine industry stands at a pivotal moment. Traditional consumption patterns are shifting. The future lies in translating personal taste and cultural identity into empowered, data-informed recommendations.

Today’s consumers demand relevance, authenticity and ease of discovery. Brands that rise to meet that demand with inclusive innovation and approachable experiences will shape the future of wine.

This is more than a response to a downturn. It’s a roadmap for growth. By making wine curious, relatable and culturally resonant, we can invite more people into the experience — and earn their loyalty for years to come.

Here’s to a more welcoming, personal, and dynamic future of wine.

_____________________________________________________________

is the Filipina-American CEO and Founder of Pair Anything, Inc., a Techstars-backed technology company serving the food and beverage industry. Driven by her own challenge of pairing wine with Filipino food, Christy launched PairAnything to bridge the gap between the wine industry and today’s diverse, evolving consumer tastes. She is on a mission to empower more informed and culturally relevant purchase decisions. The PairAnything platform provides dynamic, intuitive recommendations at scale, enabling wine brands and retailers to engage broader audiences and boost sales by up to 250%. Named NAWBO’s Women Innovator of the Year, Christy draws on her global leadership experience in identity assurance and enterprise software to drive innovation at the intersection of food, wine, and culture. If you’re ready to modernize how you connect with customers, let’s shape the future of wine retail together — we’d love to talk.