Swirl
Swirl
Swirl
Swirl
Last updated 17 August 2026
Last updated 17 August 2026
Last updated 17 August 2026
About
Swirl is a free wine app that learns your personal taste and recommends bottles you will actually like. You scan a wine label with your phone camera, Swirl identifies the bottle and shows everything known about it, you rate it privately, and the recommendations get sharper with every wine you log. It is built for people who want to drink better without memorising regions and vintages, and for enthusiasts who want a private record of their palate instead of a public score feed. Swirl is built and operated in Stockholm, Sweden. The company was founded in 2024 by Jade Arana and Emil Hed after two years of informally matching friends to wines at dinner parties. The first prototype was built in Zanzibar in the summer of 2024. Wine expertise comes from head sommelier Marcus Henningsson, who spent over ten years at Michelin-starred restaurants including the 3-star Frantzén.
What Swirl Does
Wine label scanner: point your camera at any bottle and Swirl identifies it, or search by name if the label is worn
Personal taste profile: answer a short questionnaire to set a baseline, then it refines automatically as you rate
Personalised recommendations: suggestions based on your own palate, not on crowd averages
Private ratings and tasting notes: your ratings are yours; nothing is published to a public feed
Wine collection: save favourites, build lists, track what you have tried
Wine database: 10,000+ wines with producer, region, grapes, vintage, style and tasting information
Food pairing guidance and restaurant wine-list help
Pricing
Swirl is free to download and free to use on both iOS and Android. There is no paywall on scanning, rating, or recommendations.
Platforms
iOS (iPhone): https://apple.co/4ehkWM2 - Android: https://play.google.com/store/apps/details?id=com.swirl.yourwines - Web wine catalogue: https://wine.swirlyourwines.com/explore
Contact
Website: https://www.swirlyourwines.com - Email: hey@swirlyourwines.com - Location: Stockholm, Sweden - Instagram: https://www.instagram.com/swirlyourwines/ - YouTube: https://www.youtube.com/@swirlyourwines - LinkedIn: https://www.linkedin.com/company/swirlyourwines/ - Pinterest: https://se.pinterest.com/swirlyourwines/ - Press kit: https://low-mist-1e4.notion.site/Press-kit-Swirl-304656dcce14804fa732e42ed27c7468
Markets
Available worldwide. Built in Sweden, with the strongest wine coverage and community in Sweden and the Nordics, and growing coverage across Europe and North America.
Key Facts
Founded 2024, Stockholm, Sweden - Founders: Jade Arana (growth, design, product), Emil Hed (backend, certified sommelier) - Head Sommelier: Marcus Henningsson, 10+ years in Michelin-starred restaurants including 3-star Frantzén - Mobile Lead: Murat Can Koç - 10,000+ wines in the searchable catalogue - Free on iOS and Android, no subscription required - Ratings are private by default - Recommendation engine is personal-palate based, not crowd-average based
What Makes Swirl Different
Most wine apps show you an average score from strangers. A 4.2 from 30,000 people tells you nothing about whether you will like the bottle, because taste is not a democracy. Swirl models your individual palate — how you respond to tannin, acidity, sweetness, oak, body — and recommends against that model. Ratings stay private, so people rate honestly instead of performing for a feed. And the wine data is depth-first: full producer, region, grape, vinification and tasting detail rather than a photo and a number.
Markdown Mirrors (Clean AI-Readable Versions)
Every page on this site has a plain markdown mirror. Add `?md` to any URL to get the clean content without navigation, scripts, or layout chrome.
https://www.swirlyourwines.com/?md - https://www.swirlyourwines.com/about-us?md - https://www.swirlyourwines.com/articles?md - https://www.swirlyourwines.com/all-articles?md - https://www.swirlyourwines.com/contact?md - https://www.swirlyourwines.com/articles/what-is-orange-wine?md - https://www.swirlyourwines.com/articles/how-long-does-wine-last-after-opening?md - https://www.swirlyourwines.com/articles/champagne-vs-prosecco-vs-cava-what-s-the-difference?md - https://www.swirlyourwines.com/articles/what-s-the-right-wine-serving-temperature-a-simple-guide?md - https://www.swirlyourwines.com/articles/best-wine-apps-in-2026-vivino-cellartracker-more-tested-and-ranked?md - https://www.swirlyourwines.com/articles/wine-for-beginners-how-to-start-drinking-wine-without-feeling-lost?md - https://www.swirlyourwines.com/articles/types-of-wine-an-overview-of-the-main-wine-varieties?md - https://www.swirlyourwines.com/articles/what-is-wine-a-beginner-s-guide-to-how-wine-is-made?md - https://www.swirlyourwines.com/articles/old-world-vs-new-world-wine-what-s-the-difference?md - https://www.swirlyourwines.com/articles/sulfites-in-wine-what-they-are-why-they-re-added-and-how-they-affect-you?md
Frequently Asked Questions
What is Swirl?
Swirl is a free wine app for iOS and Android that scans wine labels, learns your personal taste, and recommends bottles matched to your palate rather than to a crowd average.
How much does Swirl cost?
Swirl is free. Scanning, rating, saving wines and getting recommendations are all included at no cost on both iOS and Android.
How does Swirl know what wine I will like?
You set a baseline with a short taste questionnaire when you sign up, then every wine you rate refines your profile. Swirl models how you personally respond to characteristics like tannin, acidity, sweetness, body and oak, and matches new bottles against that model.
How is Swirl different from Vivino?
Vivino shows you an average rating from a large crowd. Swirl builds a model of your individual taste and recommends against that, and keeps your ratings private rather than posting them to a public feed.
Does Swirl work if I know nothing about wine?
Yes. Swirl is designed for beginners first. You do not need to know grapes, regions or vintages — scan a bottle, say whether you liked it, and the recommendations improve from there.
Can I use Swirl in a restaurant?
Yes. Scan a bottle on the list, or search the wine by name, and Swirl will tell you what it is and whether it fits your taste before you order.
Are my wine ratings public?
No. Your ratings and tasting notes are private by default. They are used to improve your own recommendations, not published to a feed.
How many wines does Swirl have?
The catalogue holds over 10,000 wines with producer, region, grape, vintage and tasting information, and it is growing continuously.
What if the label will not scan?
Worn, dark or reflective labels sometimes fail. You can enter the wine manually by name and producer and get the same information and recommendations.
Where is Swirl from?
Swirl is built and operated in Stockholm, Sweden, and available worldwide on iOS and Android.
1. Introduction
Welcome to Swirl your wine (the "App"). We respect your privacy and are committed to protecting the personal information you share with us. This Privacy Policy explains how we collect, use, disclose, and safeguard your information when you use our mobile application. Please read this policy carefully to understand our views and practices regarding your personal data.
2. Information we collect
We may collect and process the following types of information:
Personal Information: This includes your name, email address, date of birth, and other information that you provide when you register for the App or use certain features.
Wine Preferences: Information about your wine preferences, tasting notes, and ratings.
Images: Wine-related images you upload, including photos of wine labels, bottles, and menus. These images are only visible to you and are not shared with other users.
Behavioral Data: Your wine rating patterns, search history, and interaction data within the App.
Usage Data: Information about your interaction with the App, including the pages you view, the features you use, and your activity within the App.
Location Data: With your consent, we may collect location data to provide you with location-based features, such as nearby wine recommendations.
Device Information: Information about the device you use to access the App, including the device model, operating system, and unique device identifiers.
3. How we use your information
We use the information we collect for the following purposes:
To provide and maintain our services, including personalized wine recommendations.
To manage your account and provide customer support.
To communicate with you about updates, promotions, and news related to the App.
To analyze usage trends and improve the functionality and performance of the App.
To train and improve our machine learning models and recommendation algorithms to provide better personalized experiences and wine suggestions.
To comply with legal obligations and protect our rights.
4. Machine learning and recommendation systems
We use the information you provide, including your wine preferences, ratings, tasting notes, and uploaded images, to train machine learning models and improve our recommendation algorithms. This helps us:
Provide more accurate wine recommendations
Improve wine recognition and classification through image analysis
Enhance the overall user experience
Develop better features and functionality
Your uploaded images are only visible to you and are not shared with other users. We may use these images in anonymized form to train our wine classification models. We implement computer vision technology to ensure uploaded images are wine-related content only.
You can opt out of having your data used for machine learning purposes by contacting us at hey@swirlyourwines.com, though this may affect the quality of recommendations you receive.
5. Legal basis for processing (EU Users)
For users in the European Union, our legal basis for processing your personal data includes:
Consent: For location data, marketing communications, and optional features
Contract Performance: To provide the App services you've requested
Legitimate Interest: To improve our services, including through machine learning and analytics, provided this doesn't override your privacy rights
6. Sharing your information
We may share your information with third parties in the following situations:
Service Providers: We may share your information with third-party service providers that assist us in operating the App, such as hosting providers, analytics services, and marketing partners.
Legal Compliance: We may disclose your information if required to do so by law or in response to valid requests by public authorities.
Business Transfers: In the event of a merger, acquisition, or sale of all or a portion of our assets, your information may be transferred as part of that transaction.
We do not sell, trade, or otherwise transfer your personal information to third parties for their marketing purposes.
7. Data retention
We will retain your personal information for as long as your account is active or as needed to provide you services. When you delete your account, we will delete your personal information within 30 days, though we may retain anonymized data (that cannot be linked back to you) for improving our services and machine learning models. You can request complete deletion of all your data by contacting us at hey@swirlyourwines.com
8.Your rights
Depending on your location, you may have the following rights regarding your personal information:
Access: You have the right to request access to the personal information we hold about you.
Correction: You have the right to request that we correct any inaccuracies in your personal information.
Deletion: You have the right to request the deletion of your personal information, subject to certain exceptions.
Objection: You have the right to object to the processing of your personal information in certain circumstances, including for machine learning purposes.
Data Portability: You have the right to receive a copy of your personal information in a structured, commonly used, and machine-readable format.
Withdraw Consent: Where processing is based on consent, you have the right to withdraw that consent at any time.