Clara Wine

Online booze retailer 31Dover has launched a new wine subscription service, called Clara Wine, which uses data to match wines to shoppers’ tastes and preferences.

Billed as a UK first, the site asks new visitors to fill out a quiz designed to determine their wine selection, using an algorithm to sort them into one of 12 ‘wine tribes’.

Three bottles are then personally selected for them by 31Dover and mailed out in monthly subscription boxes, which cost £39.99.

The service would be “particularly useful for the millennial market, who are increasingly interested in wine but often are put off buying due to a lack of knowledge”, said 31Dover CEO James Bagley.

Shoppers who don’t like the wines they are sent will be sent replacement orders or refunded if they are still not satisfied.