The team, from Beijing Normal – Hong Kong Baptist University, analysed nearly 10,000 wine reviews from a major online wine retailer. They used AI to determine personality traits based on the reviews, and compared it to the strength of wine people were buying. Analysis revealed that people who score high in agreeableness and openness tend to go for wines with a higher alcohol content. 'The findings indicate that personality traits significantly shape consumer evaluations of wine,' the researchers wrote in the Journal of Personality. The team said their findings could be used for developing personal wine recommendations based on consumer personality traits.

Source: Daily Mail February 18, 2026 11:23 UTC