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He would go to the bazaar to aces out a bottle, but was generally at a accident back confronted with the assured “wall of wine.”

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It agitated him — so he set out to body an app that catalogs, organizes and ranks millions of bottles.

“We had a botheration that bare solving: I appetite to booze bigger wine but I don’t apperceive s**t about wine,” said Zachariassen.

Seven years and 25 actor downloads later, the Vivino app that Zachariassen created is acclimated by a association of accidental drinkers who accept advised and rated about 12 actor bottles of wine.

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Users breeze a photo of a wine characterization with their phone, and the app will acknowledgment user ratings, the boilerplate retail price, tasting addendum and recommended aliment pairings. It additionally works on restaurant wine lists.

To date, Vivino users accept scanned about 425 actor labels and accustomed 72 actor ratings.

“We absolutely capital to focus on the average, accustomed wine drinker,” said Zachariassen. “Just bodies that adulation wine but don’t necessarily appetite to accomplish it a hobby.”

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Didn’t like activity ‘stupid’

The 45-year-old administrator grew up in the tiny Faroe Islands, which is amid in the North Atlantic amid Iceland and Norway, at a time back booze was prohibited. Moving to Copenhagen as a adolescent developed led to some austere wine ability shock.

“I’m acclimated to actuality smart, and back I acquainted brainless I did not like that,” he joked. “That could be a bit of a disciplinarian for this [app].”

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Zachariassen launched Vivino in 2011, but it took two years for its database to abound big abundant to actualize a “meaningful” product. In 2016, the startup anchored $25 actor in allotment led by Moet Hennessy CEO Christophe Navarre.

Wine lovers accept added app options — Delectable, for example, has added than a actor users who accept contributed almost 5 actor reviews. There are apps focused on aliment pairings (HelloVino) and absolute amount comparisons (WineSearcher).

But Zachariassen isn’t aloof allowance users aces a acceptable canteen of wine — he’s affairs it to them, too.

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Ripe for disruption?

Wine account over $40 actor has been awash through Vivino, which afresh launched a exchange that makes recommendations to users based on which wines they’ve rated highly.

“Wine is a $300 billion industry and if you attending at the online allotment of wine, e-commerce, it’s still very, actual small,” said Zachariassen.

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In 2016, aloof beneath 4% of U.S. wine sales ($2.3 billion) were alien anon from producers to consumers, according to a address by ShipCompliant and Wines Vines Analytics. The blow was awash in “offline” establishments including grocery food and restaurants.

Zachariassen believes wine retail can be disrupted in the aforementioned way that Amazon (AMZN) afflicted how consumers buy books.

“Suddenly it’s bigger to buy it at home than in the store, and that about-face is activity to appear in wine too,” he said. “This abstracts has never been accessible before; now it is, so that’s activity to change.”

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CNNMoney (London) First appear August 1, 2017: 6:14 AM ET

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