The wine retail industry is at a crossroads, caught between tradition and an accelerating wave of digital transformation.
This was the central theme of a roundtable discussion at last week’s DB Conference, where several industry leaders examined how technology — from data analytics to artificial intelligence — is reshaping the beverage trade, though at an uneven pace.
The Technological Lag in Wine Retail
Danny Cooper, Director of Information and Digitalization at Virgin Wines, opened the debate with a blunt assessment: “The beverage industry is far behind the rest of the e-commerce market.” Cooper, who joined Virgin Wines in July last year after senior roles at Gousto and Net-A-Porter, said the sector’s lack of technological sophistication came as “a bit of a shock.”
He cited mobile app development as a telling example. “Fifteen years ago, Net-A-Porter already had a polished mobile shopping app,” he said. “In the beverage sector, I have yet to see one that reaches that standard.”
Beyond app design, Cooper emphasized that data analytics and consumer insight remain underdeveloped areas in the wine and beverage trade. While other industries use predictive analytics and real-time personalization to drive engagement, many wine retailers still rely on fragmented systems and intuition rather than structured data.
Data as a Driver of Transformation
Not all players, however, are lagging behind. Karen Coates, Director of Operations at The Wine Society, explained that her organization has undergone a major digital transformation over the past five years, largely driven by data.
“Understanding our members and how they prefer to engage with us has been key,” Coates said. The cooperative uses analytics to tailor its communications — recognizing, for instance, that older members prefer printed materials while younger audiences engage more via social media and digital newsletters. “There is no one-size-fits-all,” she added, highlighting the importance of personalization.
New Tools, New Opportunities
Charles Waud, CEO of Waud Wines, also showcased how embracing technology has reshaped his company’s approach. Following the acquisition of Handford Wines last year, Waud Wines has integrated new digital tools and expanded its online presence.
Social media has become a vital sales channel, and, surprisingly, WhatsApp has emerged as a powerful tool. “People look at their phones and you can’t ignore that message,” Waud said. He also revealed that artificial intelligence is now part of their strategy — with early results proving “very positive.”
AI and the Future of Wine Retail
Both The Wine Society and Waud Wines see AI as a key enabler for future customer engagement. Coates noted that AI should enhance the personal connection with customers, not replace it: “For us, our relationship with members is deeply personal. The goal is to make that experience richer, not less human.”
Jonny Inglis, co-founder of Winedrops, agreed that technology should be centered on the customer experience. “Good social media marketing starts with the problems you want to solve for your customers,” he said. “If you start there, your digital campaigns will always perform better.”
Preparing for the Next Digital Leap
While the panelists agreed on the potential of digital transformation, Cooper reminded the audience that technological investment remains a significant cost — but an unavoidable one. “The future is coming, and it cannot be stopped,” he warned.
Cooper predicted that within a few years, consumers will no longer search for wine on Google but will instead ask AI-driven tools to recommend and even order products. “If the wine sector doesn’t adapt now,” he cautioned, “it will be left behind.”
Supermarkets, he added, represent the biggest competitive threat, as they possess the scale, resources, and data infrastructure to lead the transformation. Independent retailers must innovate quickly if they want to compete.
A Call to Modernize
The discussion made one point clear: technology is no longer optional for wine retailers. Whether through AI, social media, or advanced data analytics, the goal is to connect better with consumers — not just sell bottles, but build meaningful experiences.
As Cooper concluded, “Technology isn’t the destination — it’s the bridge. What matters is how we use it to communicate, to deliver the brand message, and to make every customer interaction more personal and more valuable.”
Source: Vinetur