31Dover claims UK first with data-led subscription service

By Lisa Riley

Published: 16 October, 2018

31Dover has claimed a UK first with a data-led technology wine subscription service.

The new service - Clara Wine, had been designed to ensure customers only receive wines that closely match their tastes and preferences, said the online retailer.

It works by visitors filling out a short quiz designed by Carmel Kilcline MW to explore the world of flavour, aroma and taste.

The results are then processed using an algorithm which places customers into one of twelve distinct ‘wine tribes’ to help determine their final wine selection.

Clara Wine, which draws data from more than 72 million reviews, ratings and recommendations, would appeal to the “many people who find choosing a bottle of wine confusing, costly and ultimately disappointing”, said 31Dover.

“With Clara Wine people can provide their individual preferences and our unique technology takes all the nasty guess work out,” said CEO James Bagley.

This was particularly useful for the millennial market, which is increasingly interested in wine, but often are put off buying due to a lack of knowledge to make an informed choice, he added.

“For less experienced wine-lovers, this is a revolutionary way of buying wine and we expect a strong take up for people’s personal wine drinking needs, or as a great gift,” he said.

A monthly subscription box from Clara Wine comprising three bottles will cost £39.99.

If subscribers don't like their selection, a replacement order that better suits customers tastes will be send out. If they are still not satisfied, they will receive a full money-back guarantee.

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