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Rubay Wines - Revolutionising How They Pick Wines

What the company does ?

Rubay Wines is on a mission to revolutionise how we discover and experience wines. With the goal to make wine tasting easier, more accessible and more fun, the tech-based wine business will use the data from consumer feedback to create an AI model able to successfully predict the likelihood of a consumer feeling positive or negative about a particular wine before they buy it.

The Current Landscape

Choosing the right wine in a world of over 10,000 grape varieties presents a complex dilemma. Rubay’s goal is to ensure that, no matter where you sit in the wine sector, gone are the days of having to rely solely on subjective data and evaluations to make decisions on what wine to buy, sell or grow.

Company Birth Story

The idea for Four Somme by Rubay Wines was born during the Covid-19 pandemic. As the founder Avron Rubin’s business technology consulting projects slowed down, he found himself with more time on his hands. He was also missing one of his favourite pre-pandemic activities, which was taking mini-breaks to some of Australia’s many wine regions. Avron started thinking about ideas of how he could instead bring the cellar door experience to him and other like-minded individuals. Fast-forward a couple of months of brainstorming, research and discussions with wine industry experts, and the Four Somme concept started to take shape. What makes Four Somme so special is that the cellar door offering hasn’t just been replicated, some additional features have been added to the mix to further enhance the overall experience, such as being able to do a tasting at the time and pace of your choosing, and from the comfort of your home, complete with an interactive tasting video, with in-video purchasing options.

The Solution

Launching in the Australian market with their Four Somme wine club offering that provides consumers with free wine (!!) in exchange for their opinions, Rubay Wines’ at-home wine tasting experience is designed to make learning about wine easier, more relaxed, and to introduce even those who claim not to like wine to varieties that they are likely to enjoy.

Essentially bringing the cellar door experience to people at home, the Four Somme experience also has the added benefit of providing valuable information to consumers and wine producers alike. The data gathered from the Four Somme at- home wine tasting experience are unbiased opinions thanks to clever white labelling, which feeds into WineQ, a sophisticated AI and consumer preferences technology, created by Rubay Wines.

The Team Culture

Team of 6: Avron Rubin (CEO & Co-founder), Paula Bayliss (Co-founder), Simon Bayliss Co-founder), Frank Malgioglio (Sales Manager), Donna Campbell (Marketing Communications Manager) and Andre Vasquez (Videographer).

The team is supported by a world-class advisory board including wine specialists: Ben Copeman Hill whose experience includes roles as follows: GM – Cellarmasters, Head of Buying – The Wine Quarter and Tesco Account Manager – PLB Group and Lynn Fischer whose experience includes roles as: Board Member – Livermore Wine Growers, VP Marketing – The Wine Group, GM – M&M/Mars, and Director – Dryers Ice Cream.

A founder quote

“We believe that by giving winemakers, consumers and retailers the opportunity to tap into this powerful data, winemaking can evolve to better align with consumer preferences, creating a more profitable system for winemakers and retailers, and making it easier for consumers to choose that perfect bottle, every time,” said the Founder of Rubay Wines, Avron Rubin.

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