How AI is changing the DTC wine experience
AI concierges, conversational commerce and text messaging are being deployed by a Napa Valley winery to boost engagement and conversion in the DTC channel.
Goosecross Cellars has partnered with Napa Valley-based AI startup WineSpeak.ai and SMS technology provider RedChirp to introduce an AI-driven concierge and conversational commerce tools across its website.
The collaboration brings together WineSpeak.ai’s custom-built AI Agent, RedChirp’s webchat-to-text integration and a newly launched AI search bar, which the companies say represents the “next evolution” of direct-to-consumer (DTC) wine engagement.
AI concierge and conversational commerce
Developed by WineSpeak.ai, Goosecross Cellars’ AI Concierge and Wine Curator, named Goose, is designed to guide website visitors through the winery’s experiences, wines and membership options. The tool uses conversational commerce powered by Natural Language Processing (NLP) and Retrieval Augmented Generation (RAG) to create personalised interactions for each user.
RedChirp’s webchat feature complements this by inviting visitors into a text conversation via AI Agent integration, enabling direct SMS communication intended to increase engagement and sales conversion.
WineSpeak.ai has also introduced what it describes as the first AI search bar built specifically for winery websites on desktop, with a mobile version set to follow. The search bar allows users to access information about the winery’s offerings, history and experiences through a familiar interface. The technology is live on Goosecross.com.
Focus on communication and engagement
Angelica Hernandez, Estate Director at Goosecross Cellars, said: “Robert has been an exceptional collaborator—thoughtful, responsive, and effective in implementing recommendations aligned with our business goals. We value our work with him and look forward to a continued, long-term relationship with WineSpeak.ai.”
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She added: “Robert has always known the value of communication via text and through mobile devices and has seen that the best path is one that starts with human interaction with RedChirp, balanced with an always available resource, like our AI Agent Goose. Having used RedChirp for more than two years, and implementing this tool joined with Winespeak.ai, as we approached our 4th quarter holiday season we saw a considerable increase in engagement.”
Jennie Gilbert, cofounder of RedChirp, commented: “It’s exciting to see how Winespeak.ai and Goosecross Cellars are using AI to enhance real human-to-human connections and elevate consumer experiences.”
Supporting the DTC wine model
WineSpeak.ai positions its AI Agent as a virtual concierge and wine curator tailored to each winery’s brand voice. The platform is designed to support what the company calls the three pillars of the DTC wine business: tasting room and winery visits, memberships and subscriptions, and wine sales, including food pairing and recipe recommendations.
The AI Agent operates 24/7, requires no downloads or training for users, and integrates directly into winery websites to support customer engagement, enhanced search and wine curation.
Robert Noakes, Founder and CEO of WineSpeak.ai, said: “We’re over the moon to renew Goosecross Cellars for another year of the WineSpeak.ai Agent subscription. With this very affordable new technology, Goosecross Cellars is positioned to expand on their successful foray into the intersection of wine and tech.”
Goosecross Cellars is a family-owned Napa Valley winery with estate vineyards in Yountville and long-standing grower relationships across the region, producing wines focused on balance and vineyard expression.
RedChirp provides text messaging tools for wineries, offering one-to-one conversations, automated notifications and bulk messaging campaigns designed to increase sales and streamline operations.
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