March 2026
Nordic startup introduces a real personalised wine discovery app designed to help a new generation of wine drinkers trust their own taste
Stockholm, Sweden – March 2026 – Swirl, a new consumer wine discovery app, officially launches in the Nordics with a bold mission: to move wine drinkers away from generic crowd ratings, crowd-sourced wine information and towards truly personalised recommendations based on individual taste.
Wine is one of the most consumed beverages globally and the most common alcoholic drink purchased online. The global wine market is expected to reach $378.4 billion by 2029, growing by 11.58% between 2024 and 2029
In Sweden alone, approximately 260 million litres of wine are consumed each year. Yet despite the scale of the market, many consumers still feel overwhelmed when choosing a bottle.
Too many options. Too many ratings. Not enough clarity.
Swirl was created to solve that problem.
For years, wine apps have relied heavily on crowd-based ratings. While popular, this approach assumes that what works for the majority works for the individual. Swirl challenges that assumption.
Instead of showing users what everyone else rates highly, Swirl builds a dynamic flavour profile for each user. Through wine tracking, structured preference input, and ongoing feedback, the app develops an iterative understanding of individual taste.
The result: recommendations tailored to the person, not the crowd.
“Wine is deeply personal, the wine I enjoy might not be the same you do. Yet most platforms still push general ratings as the primary decision tool. We believe people should stop drinking ratings and start discovering what they actually enjoy. Swirl is built to help users understand their own palate and make confident choices.” says Jade Arana, Co-Founder of Swirl.
Swirl combines several core features into one guided experience: