by The Urban Grocer in New Food and Packaging on Friday 7 May 2010

Ever been totally confounded by the wine selection at your local booze shop? 94wines is here to help. Using a fun little survey on its website, the Dutch company claims it can find several wines that will be a perfect match for your particular tastes. Just answer six simple questions (Do you prefer mint or pepper? Would you rather walk on the beach or in a forest?), and out pops your ‘wine ID’. The company has its own line of wines – with names like Fresh, Spicy and Luscious — that are then matched to your score, and you can order them straight off the site. The company calls it ‘the most personal wine in the world’ — we call it a stellar idea.