Oddbins launches mood and wine matching site

12th March, 2012 by Lucy Shaw

Wine retailer Oddbins has launched a new website where customers can select wines according to their mood.

Taylor Swift – recommended with Montemar Malbec

The site features suggested wine pairings for times of passion, contemplation and even adversity, along with wines suited to staying in, going out, or celebrating.

After a bad date, the site suggests drowning your sorrows with a bottle of Morellino di Scansano Ventoso 2010, preferably while listening to Portishead.

It also recommends “writing your life story” with the help of a bottle of Bourgogne Pinot Noir 2009 Nuiton-Beaunoy, and a zippy Quinta de Azevedo Vinho Verde 2010 while watching motor racing.

The quirky new site offers a music pairing for each of its wines, from Taylor Swift (above) with Montemar Malbec, and Elbow with Grange Des Roc Blancs 2009, to Abdullah Ibrahim “after a long birthday dinner” with Churchill’s 10 Year Old Tawny Port.

For less mood-driven consumers, the site also features the more conventional categories of country, grape, price and style.

The retailer plans to increase the number of wines on the site from 100 to 500 in the coming weeks.

“E-commerce is an extremely important part of the new Oddbins going forward.

“The design and content of the new website is in keeping with the Oddbins philosophy of making wine as accessible as possible for consumers,” said managing director Ayo Akintola.

2 Responses to “Oddbins launches mood and wine matching site”

  1. David Lowe says:

    Quite cute, isn’t it? Although it’s not the prettiest or most sophisticated, it’s a good site because it does what it needs to AND adds a bit of fun. If anyone’s interested, I’ve posted a blog about Oddbins re-release at http://bigpinots.com/oddbins-strikes-back. (Hope you don’t mind the shameless plug)

  2. Great idea! Thanks for sharing your blog article David.

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