Matchmaker, Matchmaker masters the science of matching members and fine wines.

Customization is the rage. From the iPod with personalized play lists to cell phones with distinct accessories and ring tones, we live in an age where most products can be tailored to meet our needs.

Now is personalizing the wine club experience by offering its members selections based on their personal tastes. Here's how it works: Members fill out an introductory survey which asks everything from food preferences, to amount of sugar and salt intake to how respondents take their coffee. The site then uses an algorithm to match members to the wines they would most likely enjoy.

Once a bottle is received, members are encouraged to rate the wines. Bottlenotes then uses these ratings to further refine the user profile and enables the service to make additional wine selections that match the member's preferences. Assorted memberships from the Explorer's Club to the Kosher Wine Club further address specific tastes, and a "virtual cellar" allows members to keep track of the wines they've sampled, view their friends' notes and get pairing suggestions. Think of it as a customized tasting room that's open 24/7. The Explorer's Club prices start at $45 for a two-bottle shipment (plus $10 shipping).   

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