Taste is the last moat: I’m trading my wearables for wine

For three years, the author meticulously optimized their sleep score using a variety of wearable devices. However, the relentless pursuit of data ended up harming their well-being. The author became so obsessed with tracking their rest that they started to lie awake, anxious about their readiness score. This obsession, known as orthosomnia, affects a small percentage of sleep trackers and is a clear sign that the race to collect data can be detrimental.

Instead of looking for a solution in more gadgets, the author turned to an unexpected remedy: wine. The Southeast Asian wine market is quietly growing, with a market value of around US$19.9 billion in 2025 and projected to reach US$29.1 billion by 2034. Analysts project that the market in the Asia-Pacific region will reach US$65 billion in 2026, driven by premiumization, tariff liberalisation, and a growing number of younger urban drinkers who seek authenticity and a story behind their purchases.

In the Philippines, wine sales have been increasing at a steady rate of about 5.4% per year, with most consumers buying their first bottle in the ₱476–₱675 price range. The market is ripe for disruption, with companies like Santé building AI and fintech infrastructure to support the industry. Unlike other industries that rely on data-driven approaches, wine is a product that cannot be measured or A/B tested.

The author compares the wine market to Warren Buffett, who credits his longevity to a balanced lifestyle and happiness. Just as Buffett does not adhere to strict protocols, the author argues that wine provides a refreshing alternative to the obsessive pursuit of data-driven health metrics. Real life, the author asserts, is a form of reinforcement learning with sparse, delayed, and noisy rewards, and the exploration term is crucial for optimal performance.