SONOMA COUNTY, California. – 14. April 2021 – Duckhorn Portfolio’s renowned Decoy Winery brings wine country into the homes of wine lovers around the world with the launch of Decoy Wines Voice. Using any smart device with Amazon Alexa or Google Assistant built in, consumers can discover Decoy Wines with a simple voice command to view original recipes, exciting food and wine pairings and tasting notes for all Decoy and Decoy Limited wines. Decoy Wines’ voice interface is designed to be intuitive and easy to navigate. It’s a virtual tasting room where users can learn more about Decoy wines, their history, and wine philosophy by speaking directly to renowned Decoy winemaker, Dana Epperson.

Currently, there are more than 128 million monthly users of virtual assistants in the U.S., and use of these devices continues to grow across all age groups. As part of Duckhorn’s portfolio, which also includes prestigious vineyards such as Duckhorn Vineyards, GoldenEye, Canvas, Calera and Costa Brown, Decoy continues the winery’s history of innovation. From the recent additions of Decoy Brut Cuvée Sparkling Wine and Decoy Limited to the launch of Decoy Premium Seltzers Selection in 2021, Decoy has established itself as a pioneer in its industry. Bait is one of the first wineries to launch the voice assistant experience to increase consumer engagement and awareness of the campaign through a national Point of Sale (POS) program.

At Decoy, our mission is to make exceptional wines more accessible by offering the highest quality at an affordable price, says Epperson. Based on this philosophy, we are introducing this technology to provide our customers with new testing and learning opportunities. After a year in which it has been difficult for many people to come to wine country, we are excited to break new ground in introducing people to wine country.

These features are reserved for users 21 years of age and older, and age verification is required. To activate this experience, users can say: Alexa, activate Decoy Wines! or activate through the Alexa Skills Store and Google Action Directory. In smart devices with a screen, such as smart screens, televisions and even some home appliances, visual elements accompany the listening experience. Consumers without smart devices can also visit to access the recipes and tasting notes available on Discover Decoy Wines, or access the voice features via native mobile apps for Alexa or Google Assistant, available in Apple or Android stores.

About the bait.

Founded in 1985, Decoy is known for producing well-priced wines from exceptional vineyards, including its own Alexander Valley vineyards. Decoy’s winemaking program is led by winemaker Dana Epperson, an expert in working with a variety of grape varieties. Decoy’s range includes Cabernet Sauvignon, Merlot, Zinfandel, Pinot Noir, Chardonnay, Sauvignon Blanc and Red Blend, as well as Rose and Cuvée Brut. In 2020, Decoy launched Decoy Limited, a line of limited production wines of special lots from California’s most prestigious wine regions, and in 2021, the winery launched Decoy Premium Seltzer. Featuring four outstanding and refreshing seltzers made from Decoy renowned wines, sparkling water and enticing fruit flavors, Decoy Premium Seltzers are the first wine-based seltzer on the market. Decoy Wines Alexa Skill and Google Action were designed and developed in-house and run on Voicify, an enterprise solution for voice applications and experiences.


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