On October 7, 2026, New Vintage Labs announced from Napa Valley that Carol Reber had joined the company as a strategic advisor. According to the announcement, Reber will advise the company on strategy, industry relationships, and market positioning. The release describes her background as decades spent leading growth, marketing, customer strategy, and direct-to-consumer programs for major wine companies.
The company's product, called New Vintage, is an AI platform built specifically for wineries. Its job is connection. A winery's operating data normally sits in separate systems: orders and club history in Commerce7, email engagement in Klaviyo or Mailchimp, customer text conversations in RedChirp. New Vintage links those systems to AI assistants, including Claude and ChatGPT, so the assistants work with the winery's actual business data rather than starting from nothing. The company's own site summarizes the current connections as Commerce7, Klaviyo, and RedChirp, with the work happening inside Commerce7, Claude, ChatGPT, or the company's own app.
In practice, the pitch is about the least glamorous work in wine marketing. Building a targeted customer list usually means exporting data from several tools, cleaning it in a spreadsheet, and uploading it somewhere else before anyone writes a word to a customer. New Vintage says its segments refresh weekly, can be sent directly to a winery's email service or exported as a spreadsheet, and can tag customers back inside Commerce7. The analysis happens in natural language: a marketer asks a question about customer behavior and gets an answer drawn from the connected records.
The commercial terms in the announcement are unusually specific for an early-stage launch. The platform installs through the Commerce7 App Store. The company states that winery data is encrypted and that customer data stays out of model training entirely. New customers get a 14-day free trial with hands-on onboarding from the New Vintage team; the company's site adds that no credit card is required.
New Vintage Labs was co-founded by CEO Stephen Mok and Chief AI Officer Marko Kosović. The company says it launched the platform in 2026 with an initial focus on the direct-to-consumer business, the channel where most small and mid-sized wineries now fight for margin.
What the announcement does not contain is also worth recording. It names no winery customers, discloses no funding, and offers no usage figures. The platform's claims are therefore the company's own at this stage, and the test that matters, named wineries running their DTC programs through it, is still to come. This publication will track documented deployments as they appear.
The launch fits a pattern this publication has followed all year: the newest winery software is not another dashboard. It is a context layer that makes general-purpose AI useful inside a specific business, sold to the teams who already own the customer relationship.