WineMatch
Transforming Wine Discovery with AI & Voice
My Role & Expertise
"I conceptualised and executed the strategy for Wine Match, shaping its UX, data architecture, and voice interaction design. I structured a multi-source database to personalise recommendations, wrote the code scripts, and integrated an email marketing system to extend engagement. Additionally, I managed partnerships, growth strategy, and digital promotion while collaborating with developers and wineries to bring the project to life."
1. THE PROBLEM
A Traditional Industry in Need of Innovation
Wine can be intimidating - thousands of labels, different styles, and an overwhelming amount of choices.
Meanwhile, the wine industry has long relied on traditional sales channels, making it hard for wine producers to compete with large distributors.
So I asked myself:
Can we make wine discovery personal, interactive,
and more accessible?
How can technology create a direct bridge between consumers and winemakers?
2. THE IDEA
An AI-Driven Voice Sommelier
WineMatch was designed as a smart voice assistant that acts like a personal digital sommelier.
Voice-guided wine tastings
Helping users explore flavours, aromas, and ideal food pairings.
Personalised recommendations
AI-driven suggestions based on user preferences and past choices.
Seamless wine discovery
Connecting consumers directly with winemakers for purchases or winery bookings.
Global adaptability
Designed to scale, supporting multiple languages and regions.
3. THE PROCESS
Blending AI, UX, and Industry Disruption
Developing an intuitive voice interface
Simplifying complex wine knowledge into a guided, user-friendly experience.
Training AI for smart recommendations
Understanding consumer tastes and suggesting the best matches.
Industry validation through real-world testing
We onboarded tens of wineries, ranging from small family-run producers to industry giants like Treasury Wine Estates to beta-test WineMatch.
Bridging gaps between wineries & consumers
Shifting consumers' consideration to buy directly from producers.
Data-Driven Personalisation: The Power of Smart Wine Recommendations
A key challenge in wine discovery is matching the right wine to the right consumer. To create a truly personalised experience, I built and managed a database that combined three core data sources:
Real-Time User Data
Collected directly from interactions, including wine preferences, taste profiles, wines tasted, ratings, and pricing habits.
Client Data
A structured repository of all winery products, including taste profiles, production characteristics, and pricing.
Wine Knowledge Data
A knowledge base of Australian wine regions, grape varieties, wine styles, and ideal food pairings.
By integrating these three data layers, Wine Match could dynamically adjust recommendations, providing users with highly relevant wine suggestions every time they interacted with the app. Beyond personal recommendations, this data-driven approach also generated valuable insights into consumer behaviour, price sensitivity, and market trends.
By analysing user interactions, we could identify emerging preferences, pricing influence on purchase decisions, and engagement with specific wines, giving wineries actionable data to refine their offerings and optimise sales strategies.
Extending the Experience: EDM Integration for Conversion
Voice interactions are powerful for discovery, but we needed a way to convert interest into action. At the end of every interaction, users were given the option to receive their wine recommendations via email.
Each email included:
Three curated wine recommendations based on personal taste.
Links to buy directly from wineries, ensuring seamless conversion.
Educational content on wine styles & pairings, reinforcing engagement.
This email integration extended the app’s influence beyond voice, ensuring that users could revisit their recommendations, explore more wines, and make purchases at their convenience.
4. THE OUTCOME
A Foundation for the Future of AI in DTC Wine Sales
WineMatch beta testing successfully demonstrated the potential of technology in revolutionizing wine engagement.
Industry Interest
Small wineries and major players recognized the potential of voice-driven wine discovery.
User Engagement Potential
Early adopters found the AI-guided tastings intuitive and enjoyable, proving that voice interaction can make wine more accessible.
Scalability Challenges
Without significant investment in marketing and user acquisition, the app faced hurdles in reaching a broader audience.
Despite not reaching mass adoption, WineMatch laid the groundwork for future AI-driven experiences in the wine industry.
Creative Thinking as a Catalyst for Change
This project wasn't just about testing technology—it was about redefining how people engage with wine. By blending creativity, AI, and consumer experience, we challenged a legacy industry and unlocked new opportunities for direct, meaningful connections between winemakers and their audiences.
Sometimes, innovation isn't about creating something entirely new—it's about recognizing untapped potential and reshaping it for the future.
