M&S Introduces AI-Powered Tool to Assist Shoppers in Selecting the Ideal Wine

Marks & Spencer has launched a new tool powered by artificial intelligence to help shoppers select the right wine for their palate. 

The latest Wine Finder tool guides customers through a brief set of questions regarding their preferences before revealing a personalized list of recommended wines.

The tool is available online for more than 500 stores and in-store hubs in 20 M&S Foodhalls. 

After making their wine selections, shoppers can check their local store has the bottle they are looking to buy in stock.  

The retailer is trialling the tool to help customers shop a category that it claimed can be ‘confusing’. 

A study called ‘Wine Worries,’ commissioned by M&S, discovered that almost a quarter of shoppers spend over 10 minutes contemplating their wine choices in the store.

The technology behind the tool comes from Preferabli, an AI-driven wine discovery and recommendation software provider. 

M&S said today marked the first time the AI firm’s tools were being ‘integrated’ by a grocery retailer in Britain. 

The fashion and food chain said it had more than 400 wines available across its full range.     

Developed by a team of PhDs, along with the most extensive assembly of Masters of Wine and Master Sommeliers globally, the recommendations provided by this tool are generated through Preferabli’s exclusive database, which takes into account numerous characteristics of each wine.

Caroline Thompson-Hill, head of beers, wine and spirits at M&S Food, said: ‘We know Wine can be a difficult category to shop and it’s important that we find new ways to support our customers when shopping our incredible range in store. 

‘By utilising AI, the Wine Finder tool helps encourage customers to try different regions, grapes and bottles they’ve not considered before. 

‘By suggesting wines to try, we’ll help customers make decisions in stores and hopefully find some new favourites.’ 

In its Wine Worries report published in June 2024, M&S said more than 50million hours were wasted by shoppers spending a lengthy period of time browsing wine aisles and unsure which bottles to choose. 

The research claimed that one in six people aged 25 or under typically spent more than 15 minutes trying to select a bottle of wine. 

It also found that half of Britons were drinking rosé wine at the incorrect temperature and consuming it when it was either too warm or too chilled. 

‘It’s a common misconception that rosé needs to be served ice cold’, Belinda Kleinig, an M&S winemaker said in the report. 

She added: ‘Serving wine too cold can mute its fruity flavours and hide some of the aromas. The optimum temperature for enjoying rosé is between 7-13°C, meaning it’s bets to take it out of the fridge for 15 minutes to half an hour before drinking so it isn’t overchilled.

‘That said, if it’s a particularly warm day there is absolutely nothing wrong with adding a few ice cubes to your glass of rosé – even wine experts do this themselves!’.

In the survey M&S conducted last year, 40 per cent of people said they stuck to buying the same wines they already knew. Only one in six said they regularly purchased wines they have not tried before. 

Just a third of Britons surveyed said they believed wine purchased in a can or pouch was the same quality as a bottle. 

There also remains considerable confusion among consumers about the shelf life of a bottle of wine after it has been opened. 

To clarify, the report said: ‘Generally, lighter wines, including most whites and rosés, can last up to three days in the fridge once they’ve been opened, while fuller-bodied reds may keep for up to five days. 

‘Sparkling wines, however, are best consumed within one or two days to maintain their bubbles – and it is sadly a well-perpetuated myth that a teaspoon in the neck of the bottle will help retain the fizz!’. 

Aldi offers free wine in exchange for reviews

Aldi is once again looking for 10 ‘Winefluencer Club’ shoppers to receive free bottles from its spring-summer wine range over three months, in exchange for social media reviews. 

Aldi said the 10 shoppers need to be wine enthusiasts with ‘an eye for remarkable social media content.’ 

The 10 selected shoppers will be sent free bottles of wine from Aldi’s new range. In return, Aldi requires an ‘authentic’ review posted on social media. 

Aldi said: ‘As an Aldi Winefluencer, you’ll have the opportunity to trial brand-new launches from Aldi’s exciting Spring Summer range, for free! 

‘What’s more, you’ll also get a sneak peek at Aldi’s Autumn Winter range, launching later in the year.

‘All you’ll have to do is review each wine via an Instagram or TikTok post, tagging @AldiUK and using the dedicated #AldiWinefluencer hashtag – then you can ‘sip’ back and enjoy a glass or two!’. 

It added: ‘Over three months, members will uncover gems from Aldi’s new collection and provide valuable feedback that will help shape future wine selections.’   

Applications for the club are open until March 18. Applicants need to provide their name, age, social media handles and an explanation as to why they think they should be part of the club.

Julie Ashfield, managing director of Buying at Aldi UK, commented: ‘At Aldi, we’re embracing the changing world of wine. 

‘With the launch of our Winefluencer Club, we’re not just offering great wine, we’re creating a community where passionate wine lovers can share their thoughts on the range. It’s all about making wine something that everyone can enjoy, no matter their level of expertise.’