Albertsons Cos. is bringing a splash of artificial intelligence (AI) to online wine shopping, aiming to make it more tailored to individual tastes.
The grocery giant has teamed up with Preferabli, a personalization platform built on what it calls “Sensorial AI,” to power hyper-personalized wine recommendations on its Vine & Cellar Reserve ecommerce site, which is now available exclusively to shoppers in California.
“We’re imagining a world driven by individual preferences, using machine intelligence with human touch,” Pam Dillon, CEO and co-founder of Preferabli, said in the Dec. 10 announcement about the partnership.
How Albertsons is leveraging AI for wine customers
For Albertsons, the AI-powered personalization isn’t just about better wine picks — it’s a strategic move that could help drive sales and deepen shopper loyalty.
The move reflects Albertsons’ larger plan to grow its alcohol sales, particularly through its online channels. Albertsons Companies Inc. ranks No. 24 in the Top 1000 Database, Digital Commerce 360’s ranking of North America’s leading retailers by annual ecommerce sales. There Digital Commerce 360 classifies it as a Food & Beverage retailer.
Preferabli, originally launched in 2010 as Wine Ring, stands out for its AI technology designed to replicate human senses like taste and smell. Unlike other recommendation platforms, it says it delivers highly personalized experiences that feel akin to having your own digital sommelier.
The company says its algorithms, crafted by master sommeliers and wine experts, track over 800 characteristics. It then uses that data to offer precise, taste-based recommendations for wines and spirits. Developed by PhD scientists and backed by 12 patents, the technology is powered by Preferabli’s proprietary database, which it describes as “the most comprehensive in the industry.”
“Our technology gives shoppers various ways to voice what they’re looking for to begin a journey of discovery,” Andrew Sussman, Preferabli’s chief technology officer and co-founder, said in a statement. “No other platform has our domain expertise or depth of quality data.”
Why Albertsons is working with Preferabli
Preferabli has worked with retailers before. Nevertheless, this marks the first time its technology is powering product discovery and recommendation on a major grocery chain’s curated wine collection.
Albertsons debuted Vine & Cellar in 2023, offering expertly chosen wine for online orders through its Safeway, Albertsons, Vons, and Pavilions platforms, exclusively for California shoppers. The new Vine & Cellar Reserve builds on the original with enhanced features.
According to Albertsons, Vine & Cellar Reserve includes guided recommendations, rich content, and tools for discovering wines with similar taste profiles. The platform also provides food pairing suggestions.
Preferabli’s AI-driven recommendations are paired with expert curation led by Curtis Mann, Albertsons’ master of wine. Mann’s team selects bottles priced from $10 to over $1,000. In doing so, it highlights renowned vineyards alongside hidden gems rarely found in national grocery stores. Albertsons says most wine orders arrive within one to three business days.
“By partnering with Preferabli, we’re helping customers receive personalized recommendations based on their individual preferences, learn about the wines they are considering and ultimately, find and discover new wines,” Mann said in a statement.
Beyond retail channels, Preferabli also offers iOS and Android apps for consumers, with personalized recommendations for wine, tequila, whiskey, beer and cheese. Users can rate selections and find where to buy their favorites.
End of $25 billion Albertsons merger with Kroger
In related news, Albertsons has formally terminated its $25 billion merger agreement with Kroger. The grocery chain filed a lawsuit this week accusing Kroger of breaching the contract and failing to secure regulatory approval.
The merger faced nearly two years of legal challenges before being blocked by U.S. District Judge Adrienne Nelson on Dec. 10. The judge sided with the Federal Trade Commission, citing concerns about harm to consumers and employees.
Kroger ranks No. 6 in Digital Commerce 360’s Top 1000 Database.
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