Portugal is renowned for its rich viticulture and winemaking heritage, which is marked by unique grape varieties and centuries-old traditions (Silva et al., 2018). Portuguese wine companies have recently undergone significant transformations driven by the digital era (Ribeiro, 2023). Globally, the wine industry increasingly leverages digital tools such as e-commerce, social media, and data analytics to enhance marketing, sales, and customer engagement (Amarendra & Das, 2022). Hyper-personalisation, aiming to tailor experiences to individual consumer preferences, represents a critical advancement in this digital shift (Bika, 2021). However, the transition to hyper-personalisation is complex due to the abundance of underutilized data, and our research seeks to address these challenges by exploring practical ways to leverage data for creating tailored digital experiences.