Our Team

With more than 10,000 wine grape varieties in existence, choosing a wine that you’re guaranteed to enjoy can be a difficult task.
That’s where we come in.

We’re on a mission to help everyday wine drinkers make better decisions when it comes to selecting wine.

We pair customer insights gathered through our Four Somme sample packs with smart algorithms to identify trends that will revolutionise the way wine is sold and purchased.

With winemakers and retailers now able to tap into this powerful data, we believe that winemaking will soon become better aligned with consumer preferences – making it easier to choose that perfect bottle, every time.

Discover what you like the most – and help shape the future of the wine industry.

Avron Rubin
Co Founder

Avron is an experienced CEO who has successfully led a number of startups from angel funding through to international expansion and market segment leadership. His love for wines stems through time spent studying in Stellenbosch, one of the world’s great wine regions

Paula Bayliss
Co Founder

Paula has spent the last decade leading organisations through growth and change through Human Resources and brings this perspective to our team. Experiencing different wine regions while travelling sparked an appreciation she is excited to share through our platforms.

Simon Bayliss
Co Founder

Simon has fifteen years industry experience in visual communication focused on branding, marketing, packaging and advertising. Wine has always been one of his passions and his backyard is home to some unique vineyards including the beautiful Waiheke Island just off the coast of Auckland

Advisory Board
Expert Advice

We are building an expert advisory board which will include an experienced wine buyer, a skilled wine writer as well as advisors with deep connection to retail wine groups in Australia, China and USA