Vivino As A Search Engine

Founded in 2009 by two creative guys from Copenhagen, vivino began as an App that enabled people to check reviews of a wine by snapping a photo of its label.  It also encouraged subscribers to post reviews of wines tasted.

These reviews from members follow the Tripadvisor 5-star format, and some reviewers are then followed by other reviewers on Facebook.  Several subscribers, mainly sommeliers, have reviewed over 10,000 wines.

Today, vivino claims over 35 million subscribers. 
You can download the app free of charge.

According to the Founders, its “users contribute ratings for millions of wines from around the globe, and collectively, this database makes up the largest wine library in the world."
I cant fault that assertion.

The website has gone through several major changes since 2009. The home page is now streamlined and you can click on "Wines." "Offers," "Wine Pairings" and regions. There is some attempted educational subjects to explore as well.

The categories for wines then fall under "Most Popular," Most Affordable, and "Best Sellers."

Are the subscriber-based reviews, ratings helpful?  Or are these reviews a way for subscribers to feel part of a community?  

Not surprisingly, when hundreds of reviews of a given way are averaged, the average score hovers around 4.2.

As an Online Merchant

When it comes to its daily wine offers, vivino.com holds nothing back. It relies on in-house sommeliers who, almost without fail, rate every wine in the 95-100 bracket. 

The headline pitch, the come-on, explores the outer frontier of hyperbole.

The winemaker is most likely a legend or an icon, better yet someone who once made a wine rated 100 points.

The vintage is one that some critic rated in the high 90s, better yet close to 100.

and the wine itself will somehow be from a vineyard next door to a cult wine, or made from a protege of a famous winemaker or whatever nebulous connection might be made.

Vivino.com does not connect the dots. It connects the why nots.

Shipping is normally free for 4 or 6 bottles and the discounts range from 25% to 60%.Not all wines in its massive inventory are discounted.

 In California, its wines are offered through a local retailer, Vintage Berkeley which ships out of San Leandro, CA.

Other sections of Vivino are devoted to wine news and forums/discussions. The wine news department features brief items intended to be educational.

Subjects range from understanding Bordeaux in 600 words to which wine glass to use with which wine. All basic Wine 101 coverage and not much new here. But still good basics.

Summary: Vivino started out as a search engine for prices and ratings using a photo app and grew as its subscribers grew and became reviewers.
It is now linked to retailers around the world, kind of like Amazon.
And is expanding its own selection of wines offered online.