Wine subscription service launched by 31 Dover

Online drinks retailer 31 Dover has launched a wine subscription service called Clara Wine.

It claims to be the UK’s first wine subscription service to use data-led technology to ensure customers only receive wines that closely match their tastes and preferences.

Visitors to the site fill out a short quiz set by Carmel Kilcline MW to discover their flavour, aroma and taste preferences.

An algorithm places them into one of 120 wine tribes which help determine their final wine selection.

The technology uses data from over 72 million reviews, ratings and recommendations.

A monthly subscription box from Clara will cost just £39.99 and includes three personally selected bottles each month.

If subscribers don't like their selection, Clara will send out a replacement order and if they are still not satisfied they will receive a full money-back guarantee. 

31 Dover chief executive James Bagley said: “The last thing you probably thought the UK needed was another wine subscription service. But Clara isn’t just another wine subscription service.

“For many people, choosing a bottle of wine is a bit like entering the lottery – confusing, costly, and ultimately disappointing. With Clara people can provide their individual preferences and our unique technology takes all the nasty guess work out.  

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

“Buying wine based on price will often not match their preference and naturally causes disappointment.

“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.”