There is nothing quite like getting consumers out to a winery for them to truly understand and experience what that producer is all about. It’s why wine tourism has become such an increasingly important part of a producer’s sales and marketing strategy. Particularly in regions such as the Napa Valley where producers are selling the majority of their wine at the cellar door.
It’s also why today’s deal between Preferabli and Libation Labs is worth the wider wine industry taking notice. Neither business may be responsible for producing a single bottle of wine, but between them they are responsible for not only selling millions of bottles of wine, but are using their respective tech-driven platforms to identify, target and market those wines to a specific targeted audience.
Preferabli has developed patented AI-driven, B2B2C product discovery and recommendation software specifically for the wine, spirits and food sectors. It is already working with businesses across grocery retail, hospitality, travel, distribution and consumer platforms.
Its most striking deal to date was with leading US grocery chain, Albertsons, to offer its customers highly personalised wine recommendations based on their individual taste preferences using Preferabli’s advanced AI technologies and machine learning algorithms.
Now it has acquired Libation Labs which claims to be one of the US’s leading consumer loyalty platforms that is being used by wineries to power their direct-to-consumer relationships with their customers.
The Cuvee app gives those looking to visit Napa wineries the chance to book special trips and curate their trip based on their personal needs
It has developed Cuvée, a consumer app that offers and presents tailored experiences across the Napa Valley, including wine tastings, restaurant and hotel stays, hot air balloon rides and supercar drives.
Breakthrough move
Preferabli says the new partnership has the potential to “revolutionise the way consumers discover the wines, spirits and foods they love with offerings rooted in individual taste preferences”.
Pam Dillon, co-founder and chief executive of Preferabli, says: “We’re imagining a world driven by individual preferences, using machine intelligence with human touch. Our software extends the bounds of what it means to create truly personalised experiences and vibrant ecosystems across the world of wine, spirits and food.”
She adds: “Together our team is now building an international platform of winery and distillery experiences, starting with the Napa Valley.”
Andrew Sussman, co-founder and chief technology officer of Preferabli, says:“The Libation Labs team has deep experience in developing experiences and concierge services that resonate with consumers while serving local businesses.”
These experiences will now be powered by Preferabli’s proprietary algorithms, using hundreds of characteristics for each wine, spirit and food.
“Our technology will offer consumers various ways to experience a personalised journey anywhere in the world of hospitality and travel, including at wineries and distilleries,” he adds.
Combining technologies
Preferabli will now work with the Cuvée team to produce a new mobile app that combines their technologies to offer consumers a breakthrough personalised-driven experience platform. Cuvée already produces regular content with millions of views available on Instagram, Facebook and YouTube.
Andrew Allison, Preferabli’s chief growth officer, explains: “We are creating an extensive base of content for the platform, and supporting that content through a dynamic social media strategy. We have deep experience in bringing winery and distillery experiences alive, and the ability to personalise and target these experiences will further drive loyalty. We’re driving hundreds of thousands of consumers to our partner brands this year.”
Daniele Delgrosso, Preferabli’s chief design and experience officer says: “More than ever, the industry needs smart tools to attract and retain consumers in what has become an increasingly competitive market. One of the most effective ways wineries and distilleries can stand out is by crafting unique experiences. Our software will do the rest.”
Preferabli’s software uses a form of machine learning protected by 12 patents, that has been built by physiology and applied mathematics experts who have worked alongside what it claims is “the largest group of Masters of Wine and Master Sommeliers in the world”.
Its solutions cover wine, spirits, beer, sake, craft cocktails, ready-to-drink beverages and food, including cheese.
Cuvée was developed through the Stanford StartX program and was financed in part by Josh Buckley’s Hyper fund.
As part of the deal Libation Labs co-founders, Andrew Allison and Daniele Delgrosso, are joining Preferabli’s leadership team.
* You can find out more about Preferabli here.
* You can find out more about Libation Labs here.
* Preferabli is a commercial partner to The Buyer.
