Startup Review: True Wine

Industry: Edtech, Beverages (Wine)

Problem: Traditional wine education is considered intimidating and elitist to many. The average wine drinker may not feel comfortable going to a wine lecture or signing up for a local course. This form of education is also non-interactive and unenthusiastic. This may lead to the exclusion of some groups

Solution: True Wine mobile app (can be found in the apple app store). It brings wine education to users through gamification via short quizzes and interactive maps exploring wine regions throughout the world.

Product: A mobile application built with the goal of helping average wine consumers and aspiring professionals in the industry build their knowledge base on the subject. This is accomplished through gamification. Where users are taught then tested on their acquired knowledge via short quizzes.

· The free version of the app allows users to learn about the wine elements of different regions, soil types, climates, and grape varieties. The quizzes begin with an introduction to basic information related to taste then expand to wine structure, styles, pairings, food, and wine.

· On the subscription end, there is advanced premium content geared toward individuals looking to get certifications (sommelier). This includes a CMS intro, CMS certified course, wine chemistry in viticulture and French wine educational content.

Market:

Edtech, beverages. Industry

· The Global TAM for the wine industry reached 364B In 2019, with an expected CAGR of 6.06% between 2020 and 2027. At this rate TAM would reach 444B by 2027

· In the U.S. the total addressable market for wine reached to roughly 72B in 2019

· In the U.S. wine demand is expected to grow at 1% yearly to 2024

Catalysts:

· Catalysts include increased adaptation of alcohol as a social beverage. It serves as a proxy to convey social status

· Wine neatly fits into the current health conscious zeitgeist as it pertains to consumer spending. There are health benefits associated with blood pressure control, type 2 diabetes, vision loss, dementia, and gut health.

· Millennials drink wine more casually than boomers, they frequent wine bars, and participate in wine clubs. Millennials also participate in other activities such as sip-and-paint classes, yoga, and wine; these markets should continue to grow.

· The Wine and Spirit Education Trust reports increased demand for education amongst trade and consumer audiences.