Abstract Technological similarity enables wine operators to share best practices, benchmark against industry standards, and identify new areas of innovation. Despite this, measuring similarity is notoriously challenging. In this paper, I use sentence embeddings on wine patent data to show how similarity compares across different models. I validate the results both internally and externally, showing large discrepancies in annual trends. The results underscore the importance of selecting suitable models for market assessment, providing a valuable primer for both wine operators and technologists.