WineFriend was created to take the hassle and guesswork out of enjoying a great bottle of wine at a reasonable price. We deliver a selection of wines you'll love to your door, each matched to your individual taste profile, for about the same price as you'd pay in a supermarket.Of the 48,000 items on the average Western supermarket shelf, chances are that 1,500 or more are bottles of wine. Wine is the largest choice space in the modern grocery store, ten times richer in terms of the number of options than the #2 area (breakfast cereals) and much more complex.Wine buyers have never had it better in terms of the number of choices available from around the world. And we've never had it worse regarding the possibility of confusion and the pressure to find our perfect wine. It's the Age of Anxiety for wine.Most people stand in the wine aisle trying to choose a bottle of wine initially through a process of elimination - varietal or style? price? region, maybe? - before relying on tenuous cues - label design, gold medal stickers, a familiar name - to make the final selection. We saw people struggling with this and thought "there must be a better way".WineFriend is that better way. Visit us at www.winefriend.co.nz and join the revolution.