M&S Launches AI Tool To Help Choose The Perfect Wine

Marks & Spencer is bringing some festive cheer to wine lovers with the launch of its new Wine Finder tool, powered by cutting-edge AI technology.

Whether you’re selecting a bottle for holiday dinners or searching for the perfect gift, this handy tool makes wine shopping easier than ever. Available online for over 500 stores and in 20 Foodhalls, the Wine Finder asks a few quick questions about your taste preferences and recommends wines that suit your palate, all within your local store’s selection.

M&S Wine Finder: TRY HERE

This trial is designed to help customers navigate the often overwhelming wine aisle, especially during the holiday rush. According to M&S’s Wine Worries research, nearly a quarter of shoppers spend more than 10 minutes agonizing over their choice in the wine section. Now, with the help of this new tool, there’s no need to stress over selecting the perfect bottle for your Christmas gathering.

The Wine Finder is supported by M&S’s digital food catalog, which provides real-time stock information across over 1,000 stores. Accessible through the M&S app, millions of customers already use the catalog to plan their festive shopping. It lets you see what’s in stock at your local store and even create a personalized shopping list. The Wine Finder then taps into this digital catalog, offering personalized wine recommendations available at your local store for that merry moment.

Powered by Preferabli, the leading AI-driven product discovery platform for wine, spirits, and food, this marks the first time a grocery retailer in the UK has integrated this technology. With a team of PhDs and the world’s largest group of Masters of Wine and Master Sommeliers behind it, Preferabli’s recommendations are based on hundreds of characteristics for each wine, ensuring your festive season is filled with just the right bottle to toast to. Cheers to finding your perfect wine this Christmas!

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.”

*The research for the M&S #WineWorries Mythbusting Report was conducted by OnePoll between 24th May to 4th June 2024 with a sample of 2,000 UK adult wine drinkers split by age, gender and region.