AI is already shaping how wine brands are discovered. Not someday. NOW. And there's never been a more advantageous time to win in today's down wine economy. When someone asks, “What wine should I buy?” or “Which winery should I visit?” AI is often the first answer they see. So here’s the question I keep coming back to: Is your brand showing up clearly in those moments or not at all? (For most wineries, not at all.) I wrote a short piece for winery CMOs and marketing leaders on what this shift really means and how to think about it: How a Global Wine Leader Can Strategically Integrate AI into Marketing.

I took a look at recent articles and research to get a better understanding on how AI is moving the sales needle or not. While there's not a lot of reported public data just yet, there's significant evidence that brand visibility alone for a handful of wineries and wine brands is the path to purchase(s).  But more importantly, I once again found the same truths about what's necessary for AI brand search visibility - educational, informative, and comparative public content is king for improving AI search visibility today. Is your brand providing an answer to the desired users AI intent?

My positive takeaways from Oregon Wine Symposium 2026 is that the wine industry has no shortage of opportunities right now. What is changing however is how clearly those opportunities are communicated and discovered. As consumers increasingly turn to AI to help them choose what to drink, where to go, and what fits their lifestyle, the wineries that articulate these wins clearly will be the ones that show up in the world of 'AI intent!' Here are my 10 ways the wine business can win in 2026 and why embracing AI now can help make them visible. Top 10 Ways the Wine Business Can Win in 2026 1. Lead with flavor, not labels Consumers want to know what it tastes like, not what it’s called. Clear flavor language helps AI and people understand wines faster. 2. Whites and lighter styles are growth engines White wines and blends align with affordability, freshness, and everyday occasions. Explaining why they fit modern lifestyles improves discovery. 3. “Better for you” ne

AI visibility for wineries is a real opportunity to win, A lot of attention was given last week to headlines suggesting the average price of a U.S. bottle of wine is now around $56. Is that number perfectly representative of every channel, region, or winery? Probably not. Averages don't always tell the whole story. But here’s what is true: consumer price sensitivity is real right now, and consumers are pausing, questioning, and reassessing value more than they have in years. For the win...in a world where consumers increasingly ask AI what to buy, where to go, and what’s worth it, wineries that invest steadily in AI visibility will have a meaningful advantage. This truly isn’t about hype, quick wins, or shortcuts. It’s about committing, over time, to being discoverable, understandable, and trusted in a new search landscape. Visibility can be an economic asset. And for wineries willing to invest in it consistently, it’s a real opportunity to win.