Vivino

Food, Drinks & Restaurants · Wine & Spirits

Vivino is an online wine marketplace that lists 12 million-plus SKUs from 700+ global merchants, spanning everyday table wines to first-growth Bordeaux and cult Napa bottles priced $8-$2,000+. The platform aggregates inventory from local retailers, importers and wineries, then routes orders to the merchant able to ship to the buyer’s location; no physical Vivino stores exist. Roughly 70% of transactions fall between $15-$40, positioning the offer in budget-to-mid-range while still enabling premium discovery. The brand’s core asset is its 70 million user-generated ratings and 300 million label scans that feed a proprietary 5-star community rating and flavor-profile algorithm; this “crowd-sourced palate” is displayed beside professional scores. Personalized recommendations, a “Taste Profile” wheel and instant price-comparison across merchants make Vivino the de-facto wine decision engine, with its annual “Vivino 100” list of top community-scored wines now cited by mainstream media. Typical buyers are 25-44-year-old urban professionals who drink wine 1-3 times a week, value convenience and dislike traditional wine jargon; 60% are millennials seeking discovery without intimidation. They use the app in-store or at restaurants to scan labels, track cellars and buy on impulse, trusting peer ratings more than critic points and favoring sustainable or small-batch labels when price-equal. Vivino competes with brick-and-mortar wine shops, supermarket chains and closed-loop wine clubs by replacing shelf talkers and expert staff with data-driven transparency and nationwide merchant competition. Unlike subscription services that lock consumers into curated packs, Vivino offers single-bottle choice, real-time price drops and one-click reordering, turning wine buying into an on-demand, user-controlled experience.

Your crowd's palate is smarter than any wine snob's opinion

• Sustainable