How Can Wine Brands Optimize Content for Generative AI Search?

By Ana Cahuas

We asked ChatGPT the most common question consumers ask when choosing wine. The question? “What wine should I buy for [X situation]?” Whether it’s pairing wine with a meal or picking a host gift, people want answers that feel personalized. Increasingly, consumers are turning to generative AI (GenAI) tools to ask these questions. According to recent Bain & Company data, 80% of search users rely on AI summaries at least 40% of the time. 

So how do wine brands make sure they show up when a consumer asks ChatGPT, “What’s a good natural wine to drink with salmon under $25?” or “I want to have a picnic and bring my dog wine tasting in Sonoma – where should I go?” (Hint: Dutcher Crossing Winery). The key is to start designing content that AI can understand, structure, and trust enough to use in its answers. 

Here’s how we recommend approaching content optimization for GenAI:

1. Write with structure for AI readability: Use clear summaries, headings, and bullet points so AI can quickly interpret and surface your content.
   1. Example: Publish a blog post titled “Best Wines for Thanksgiving Dinner” with a short summary at the top (“Pinot Noir for turkey, Riesling for sides, and sparkling rosé for dessert”), clear sections for each course, and a Q&A section at the bottom answering questions like “What wine should I bring if I don’t know the menu?”
2. Answer real consumer queries: Build content around actual questions your consumers ask. Include specific pairings, occasions, and taste preferences.
   1. Example: Create a content series that directly answers questions phrased the way consumers would ask them, such as “Which red wines can I serve chilled?” or “What should I gift my Cabernet Sauvignon-lover for the holidays?” Use your winemaker as the spokesperson when possible – GenAI engines and consumers alike perceive answers from subject-matter experts as more credible. 
3. Build topical and brand authority: Create pillar content on varietals, regions, and tasting guides, and secure mentions across media outlets that AI scrapes. These outlets include trade outlets, industry bloggers, social media platforms, and Q&A platforms such as Reddit.
   1. Example: Develop a surround-sound PR strategy that places your brand in multiple credible touchpoints at once. 
4. Maintain accurate third-party references: Ensure Wikipedia entries, review platforms, and online directories are up to date. GenAI uses these as anchor sources.
   1. Example: Audit your winery’s information on Google Business, Yelp, Wine-Searcher, and Wikipedia so details like hours, pricing, and product names are current. 
5. Monitor and adapt continually: Track where your brand is being mentioned in AI summaries and update your content strategy as these systems evolve.
   1. Example: Regularly test brand-relevant queries such as “best Pinot Noir under $40” in ChatGPT or Perplexity and see if your wines are included. If not, adjust your content to fill the gaps.

GenAI isn’t just changing how people search – it’s reshaping how they discover, trust, and choose wine. We explore the generative AI shift in depth in our recent POV, AI & the New Rules of Communications: What Generative Search Means for PR, Marketing & Owned Media. 

By anticipating the questions consumers are asking AI and structuring content to be part of those answers, brands can stay visible in this new discovery landscape. We emphasize a holistic approach at Double Forte: brand authority is built not only through your own content, but also through distributed credibility across the media ecosystem. Need help with your online presence? Drop us a line.