In supermarkets, the wine aisle can be confusing. Hard-to-read labels, vague back-labels, fear of making the wrong choice… Lacking clear guidance, many shoppers turn to the internet to make a decision. Rating apps, specialized websites and medal-based rankings have become key reference points.

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This is especially true for younger generations. According to a 2023 SOWINE study, only 33% of Gen Z say wine is their favorite drink, compared to 59% of older generations. Yet when they do drink wine, they do so an average of seven times per month. The issue isn’t lack of interest—it’s the difficulty of choosing.

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Château Les Bertrands Gives a Voice to Its “Vieilles Vignes” Cuvée

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To address these barriers, Ask Mona and Philaposte (a subsidiary of La Poste) developed a virtual sommelier powered by generative AI and accessible via a simple QR code printed on the bottle.

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Château Les Bertrands was one of the first wineries to adopt this technology on its Vieilles Vignes cuvée. By scanning the QR code, customers can chat with a virtual sommelier on their smartphone, ask questions about the vintage, learn about how the wine was made, or get personalized tasting tips in just a few seconds.

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The Vieilles Vignes cuvée with its AI-powered label is now available for purchase on the Château's website.

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Two Key Moments of Use

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The conversational AI helps at two key stages. Before purchase, it provides clear information about how the wine was made (vinification methods, whether it contains sulfites, if it’s organic) making it easier to decide.

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During tasting, it enhances the experience at home. The user can ask whether to decant the wine, whether it’s ready to drink or can be aged longer, or how best to serve it. The journey continues beyond the store.

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A Win-Win Strategy for All Stakeholders

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Wine producers can better promote their wines right at the shelf, where the choice is made. The conversational AI highlights their expertise, commitments, and the wine’s specific traits. It also lets them know when, where, and by whom the bottle was scanned and tasted—valuable data to refine communication, distribution, and future production.

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Retailers can offer guidance without staff involvement, right in the aisle. The AI chatbot acts like a virtual sommelier, available anytime. It improves the shopping experience and adds value to the wines on display.

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Distributors get useful insights: which wines are being explored, what questions are asked, and which buyer profiles are most engaged. This helps fine-tune product offerings, shelf placement, and sales messaging.

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Data to Improve Strategy and Sales

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The solution also collects valuable data. The questions asked reveal what buyers want, what confuses them, and what holds them back. Usage stats—scan frequency, timing, preferences—help optimize how wines are presented, promoted, and sold. Every stakeholder can use this data to improve performance.

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Making Wine More Accessible

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This innovation makes the world of wine easier to understand. With a simple scan, anyone can ask questions and learn at their own pace. The conversational IA becomes a gateway to clarity and confidence.

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The goal is to turn every purchase into a discovery, and every bottle into a learning opportunity—creating a new generation of curious, informed, and potentially loyal wine lovers.

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