# We built a wine engine that learns your palate By combining wine expertise, technology, and a belief that wine recommendations should be personal, we created a better way to discover wine ## Our mission > "We built Swirl because someone else's rating isn't enough anymore" We believe that choosing wine should be enjoyable and highly personal. We know the wine world can feel overwhelming, often leaving you to rely on guesswork or simply ordering the "second cheapest wine" on the menu. In the past, generic, crowd-sourced information and average ratings helped shine a light on good bottles, but today, that’s simply not enough. Taste isn't average; it's uniquely yours. That's why Swirl exists. We combine expert-backed insights with cutting-edge technology to actually learn your unique flavour profile. Instead of relying on strangers' scores, our app recommends wines tailored exactly to your taste. We are here to simplify wine selection, build your confidence, and seamlessly guide you to your wine maturity. ## Why we built Swirl - **No more choosing only between red or white.** Explore a world of wine beyond the basics, with personalized recommendations that suit your exact taste - **No more box or house wine.** The house wine might be a safe bet, but choose it because you want to, not because it's your only option - **No more second cheapest option in the menu.** We’ve all been there! Now, be the one who knows exactly what they want - **No more someone else’s favorite wine.** Discover unique and exciting wines tailored to your taste, and finally learn what you truly enjoy ## Our story ### 2022: The beginning Our story began in 2022, when Emil and Jade first met over a shared love of food and wine. Whenever they hosted dinners with friends, Emil would curate the wines while Jade handled the cooking. Over time, they noticed that friends who once chose wine based on price alone were becoming increasingly curious about quality and taste. Without even realising it, Emil and Jade helped more than 30 people discover their actual wine preferences. ### 2024: The actual start The real start came during a summer trip to Zanzibar in 2024. Just for fun, they built the very first version of Swirl. After testing it with sommeliers and doing market research, they realised the massive potential of what they had created. Born out of the frustration of broken rating systems and overwhelming shelves, Swirl was created to reimagine the wine world around real people and real preferences. ## The amazing team behind Swirl We are uniquely positioned to solve the wine discovery problem because our team features a perfectly complementary skill set. We blend years of top-tier, Michelin-star wine industry expertise with deep backgrounds in product development, mobile apps, and advanced engineering. We aren't just tech people trying to understand wine, and we aren't wine experts trying to build an app. We are the perfect mix of both, dedicated to making wine discovery fun, welcoming, and intuitive for everyone. ### Jade Arana — Growth, Design & Product Leading product, design, and growth, Jade is the driving force behind Swirl's user experience & traction. With a decade of experience building and scaling global mobile apps like [Lifesum](https://lifesum.com/) & [Preglife](https://preglife.com/), she knows how to craft an app that people love to use. LinkedIn: [https://www.linkedin.com/in/jadearana/](https://www.linkedin.com/in/jadearana/) ### Emil Hed — Backend & Sommelier Emil brings the ultimate blend of high-end hospitality and advanced technology. After 10 years in hospitality and a Sommelier, he shifted his focus to engineering and is now finishing his master's in robotics at [KTH](https://www.kth.se/) to power Swirl’s cutting-edge recommendation engine. LinkedIn: [https://www.linkedin.com/in/emil-hed/](https://www.linkedin.com/in/emil-hed/) ### Marcus Henningsson — Head Sommelier Our true wine authority, ensuring our database is top-tier. With world-class experience pouring at elite venues, including the 3-Michelin-star restaurant [Frantzén](https://www.restaurantfrantzen.com/), he guarantees our recommendations are backed by genuine expertise. LinkedIn: [https://www.linkedin.com/in/marcus-henningsson-26b7a63b7/](https://www.linkedin.com/in/marcus-henningsson-26b7a63b7/) ### Priyanka Kumari — Frontend developer Trained at Hyper Island in Stockholm, Priyanka builds everything from app features to the website, with a sharp eye for clean interfaces that work for real people. LinkedIn: [https://www.linkedin.com/in/priyanka-kumari-995901274/](https://www.linkedin.com/in/priyanka-kumari-995901274/) ### Murat Can Koç — Mobile lead Murat is our passionate mobile frontend developer. He is the magician behind the screen, bringing flawless function and beautiful, pixel-perfect design to ensure your Swirl journey is as smooth as a great glass of wine. LinkedIn: [https://www.linkedin.com/in/muratcankoc/](https://www.linkedin.com/in/muratcankoc/) ## Our partners - [KTH Innovation](https://www.kth.se/en/om/innovation/program-extra-stod/launch/bolag/batch-21/swirl-1.1418544?utm_source=swirlyourwines.com&utm_medium=referral&utm_campaign=swirl_partners) - [Sting](https://www.sting.co/companies/swirl?utm_source=swirlyourwines.com&utm_medium=referral&utm_campaign=swirl_partners) - [Betula Partners](https://betulapartners.se/?utm_source=swirlyourwines.com&utm_medium=referral&utm_campaign=swirl_partners) - [Avskalat](https://www.avskalat.nu/?utm_source=swirlyourwines.com&utm_medium=referral&utm_campaign=swirl_partners) - [Årstabo](https://www.arstabo.com/?utm_source=swirlyourwines.com&utm_medium=referral&utm_campaign=swirl_partners) - [Société Cachée](https://societecachee.com/?utm_source=swirlyourwines.com&utm_medium=referral&utm_campaign=swirl_partners) - [Fine Wine Service](https://finewineservice.se/?utm_source=swirlyourwines.com&utm_medium=referral&utm_campaign=swirl_partners) - [Wine Therapy](https://winetherapynyc.com/?utm_source=swirlyourwines.com&utm_medium=referral&utm_campaign=swirl_partners) - Grusgrus ## Follow us on social media - Instagram: [@swirlyourwines](https://www.instagram.com/swirlyourwines/) - TikTok: [@swirlyourwines](https://www.tiktok.com/@swirlyourwines) - LinkedIn: [/swirlyourwines](https://www.linkedin.com/company/swirlyourwines/) - YouTube: [@swirlyourwines](https://www.youtube.com/@swirlyourwines) - Pinterest: [/swirlyourwines](https://se.pinterest.com/swirlyourwines/) - X: [@swirlyourwines](https://x.com/swirlyourwines)