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Bright Cellars uses a propriety algorithm that matches you, the wine-drinker-to-be, with wine recommendations based off of a 'taste palate quiz. Every month, they send out a new box of wine that their algorithm determines you'll enjoy based off your quiz results…and the feedback you provide after your first box. Hence the Pandora bit.

Their main goal is to move a novice wine drinker from mass-produced wines like Yellowtail or Barefoot to something more niche, like 'hidden gems from small vineyards from all over the world, including Italy, Spain, Portugal, and South America. Bright Cellars is out to democratize wine and wine discovery, and is doing so leveraging big data and algorithms.

Algorithms are meant to replace the boring, tedious work and give us humans the space to be strategic and creative. So where can an algorithm that tries to automate wine selection fit in?

The tasting notes of the wine world are infamous for their multitudinous nature, and for how ridiculous they sound. One glass of wine can be described as smelling like any or all of the following: raspberry, blackberry, boysenberry, cranberry, black cherry, briar…the list goes on. Raspberry can really mean fresh, dried, or even raspberry jam. Sometimes these adjective leave the conventional world of edible items: tar, wet cement, garden hose, petroleum. So, the selection algorithm Bright Cellars uses has an incredibly rich selection of 'data' points in this array of wine descriptors, which when a normal human has to think about can be quite overwhelming.

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    • Everything you want to know about Bright Cellars
      Know everything about Promo Codes, offers and discounts atBright Cellars

    About Bright Cellars

    Yau and his co-founder Joe Laurendi were both 25 years old and living in Boston after meeting as undergraduates at the Massachusettes Institute of Technology when the idea for Bright Cellars formed.

    "When we would have friends over, we would know how to make a cocktail but have no idea how to pick wine," said Yau, now 30. "I was the person who ordered the second-cheapest wine on the menu." Yau was curious about wine and wanted to understand it. He enrolled in courses at Boston University to learn about wine but knew that wasn't for everyone.

    The pair started to discuss a subscription service that could help people learn about different types of wine and discover what appeals most to them."Wine shouldn't be less approachable than craft beer," he said.

    Yau is a music and art expert, Laurendi is a mathematician and a programmer; their difference is, in their words, the important thing of the Bright Cellars algorithm.

    They moved themselves from Boston to Milwaukee starting from the Gener8tor accelerator, funding them with 70,000$. With these money they hired their first three people.

    We see ourselves as this big experiment in finding out what people actually like. And on many occasions it's not what they think they like, and on many occasions it's not necessarily what the older demographic wine drinker likes.

    Since it's founding it 2015, the core business for Bright Cellars has not changed, showing consumer demand for the service. Bright Cellars declined to release revenue and customer numbers. Milwaukee-based wine subscription service Bright Cellars raises $2.8 million in financing

    In May 2018, Bright Cellars said it had more than 22,000 members. Yau said it is more than that now. "Established wine companies when we started probably thought of us as a novelty -This isn't going to replace how people buy or learn about wine," he said. "We want to build a market-leading company that changes the way people buy and experience wine. That's the bigger picture. Wine is a product, but we're selling an experience - you're going to try something unique you wouldn't pick up off the shelf."

    The wine bottles BrightCellars suggests aren't choose among most famous ones, but are labels less known, from little wineries. So, prices are kept low, offering to customers some wines they couldn't find in the offline channels.

    Wine buying is daunting for most people, whether it's online or off a menu or in an aisle filled with so many brands that it's hard not to buy the same products time after time, just to stay sane.

    Therein lies the opportunity for Bright Cellars, a nearly four-year-old, 40-person Milwaukee, Wis.-based startup that sells wines directly to consumers on a subscription basis. Other monthly wine clubs have been at things longer, sending out award-winning wines, or hand-selected wines, or small-batch wines paired with craft meats and artisanal cheeses. But Bright Cellars is trying to educate members about which wine they might like, so they can figure out these decisions for themselves.

    More interesting, to us: Bright Cellars is also quietly building a portfolio of its own wines based on member feedback, even while Bright Cellars doesn't use its own label. In short, it's going the way of wine giants like Gallo and Constellation and creating a number of different brands with the help of different suppliers. (Gallo, for example, owns Alamos and Barefoot Cellars, among roughly two dozen other brands. Constellation owns Cooper & Thief and Clos du Bois, among others.)

    Bright Cellars requires each customer to take its 'taste palate quiz', which compares 18 attributes to your preferences and leverages a proprietary algorithm to recommend wines. The quiz has a variety of questions, including which type of chocolate you prefer, how you take your tea, and how adventurous you are with dining. After submitting, Bright Cellars displays a selection of wine recommendations, personalized for you, including Bright Points personalized rating. Preferences can be refined after consuming the wine-just as you'd give a thumbs up or down to a song in Pandora.

    Taking a step back, the company starts to appear more ambitious than might seem based on its website, which immediately invites users to take a quiz aimed at discerning their particular taste profile. Think questions like: Do you like milk chocolate or dark or are you a Reese's type of person? Do you like your tea with lemonade and ice, or hot served with a lemon slice?

    DISCOVER CHEESE You Love

    The Tasting Board is the monthly cheese club that matches you with cheese that you'll love.Take your taste palate survey to see your personalized matches.

    AN EXPERIENCE CURATED FOR You And Yours

    Cheeses selected by the Tasting Board are among the highest-awarded cheeses in the world. Enjoy your tastings generously - the best things in life are meant to be shared. If you're matched with a cheese you don't love, contact your Cheese Concierge who will help you select a free replacement cheese in your next month's experience!

    The Taste Points algorithm scores each cheese by comparing 11 attributes to your preferences, matching you with the best experience in your monthly cheese subscription.

    Why wine? Like many other people, they were buying wines with little information beyond familiarity, price, label design, or ratings. They decided that a company that helped people discover and learn about new wines would meet a need.

    'Millennials are ready for this,' says Yau. 'Nearly all of our new members learned about us through social media or bloggers. I think we can do for wine what craft beer has done for the beer industry. We can help wine drinkers discover and learn about the world of wine. Bright Cellars is the fun, interactive way to experience new wine.'

    And how does the technical end work? 'Bright Cellars works like Pandora Radio,' he says. 'After each shipment, our members can rate and review their wines. We use that information to power our machine-learning algorithm and get even closer matches over time. At the same time we are collecting a lot of data about consumer preferences and wine in general.'


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