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Taste Factor: New Wine Start-up Aims to Learn Your Wine Preferences and Blow Your Mind


It’s exciting to see wine brought to life through new digital platforms, with lots of companies exploring new ways to connect wine with consumers and add depth to the experience. One could argue that the art of prediction is a distant cousin to the art of time travel, and as such, a new start-up wine sales company, Taste Factor, caught my attention.

Taste Factor aims to help consumers discover wines tailored to their individual tastes via a wine recommendation engine that uses sophisticated algorithms the company claims are of NASA-esque proportions. I’ll take their word for it, because the closest I’ve come to space travel is via an absinthe rocket ship, and the math involved was limited to mystical ratios of spirit to water to sugar to enthusiasm.

Taste Factor’s engine takes member ratings, aggregates them, and applies a patented process to determine which wines a member will love. Taste Factor then sends these wines to members every month and guarantees they have a great experience.

“A question we kept asking ourselves was how we can help people discover wine they will love and break the traditional mold of relying on other people’s subjective – and often wrong – suggestions,” said Zack Crafton, Taste Factor’s co-founder. “We realized that the key isn’t trying to mathematically deconstruct a wine but to find complex patterns in our member’s rating history. Applying proven mathematical principles works and we’re incredibly excited to introduce members to wines they’ll be passionate about.”


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