The Grapevine provides people with a relaxed virtual environment for discovering the world of wine. The site is targeted toward novice wine drinkers who are interested in learning more about wine and want recommendations to help them find good wines. We give personalized recommendations and learn about the user's preferences as they continue to use the site and expand their palette.

As we saw in our user research, people rely on trusted friends and family for recommendations, so we incorporate social networks as another means of finding good recommendations.

We leverage the advantages of virtual space while trying to incorporate the feel and sophistication that a physical environment can provide. A virtual space also eliminates the intimidation factor involved in selecting a wine.