AIRI-Wine industry standard · 2 August 2026 · 7 min

Schaffhausen: 34 wineries measured — 29 are never named by AI

A complete regional measurement: all 34 wineries of Schaffhausen. Most visible estate Weinbau Markus Ruch at 22%, regional average 1% — every figure from 36 AI answers stored word for word.

Photo: Pexels

Until now we measured countries: the 20 largest estates in Switzerland, Germany, Austria, Italy and France. That is a reference point, not a peer group — a twelve-hectare family estate stands there next to Antinori. This measurement does it differently for the first time: one whole region, completely. All 34 wineries of Schaffhausen, asked the questions wine buyers actually ask about the region.

Of 34 estates, 5 are ever named at all — 29 appear in none of the 36 answers. Weinbau Markus Ruch leads on 22%.

The ranking

The first two columns show the outcome — how often AI names the estate. The last two show the website side — how well AI systems can read it. The two measurements are independent and often diverge; that divergence is the finding.

AIRI rating by score: Excellent from 80, Good 60–79, Moderate 40–59, Poor 20–39, Critical below 20.

What the AIRI dimensions show

Three findings

1. Fame decides, not the website. Weinbau Markus Ruch leads on 22% with an AIRI of 24/100. What AI recommends here is what books, press and guides say about the region — and those have been the same names for decades.

2. This measurement asks the hardest question — it is a floor, not a forecast. Regli Weine GmbH scores 86/100 on AIRI, better than any named house, and appears in no answer at all. So a good score is not a magic number. Generic questions ("which Schaffhausen estates should I know?") are a fame contest, and it is won by whoever has been in the books and guides for decades.

That is where your own website counts: not to become famous, but to be found on the question someone with an intent to buy actually asks. Machine readability is necessary for that and not sufficient — the page also has to answer the question. The region averages 61/100: soundly built, but without the signals an AI draws citable facts from.

3. 29 estates do not exist for AI. That is not a judgement of quality, it is a gap in the data. Someone wanting to buy Schaffhausen wine who asks ChatGPT gets a handful of names and never learns the other 29 exist.