About us
By combining wine expertise, technology, and a belief that wine recommendations should be personal, we created a better way to discover wine
"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.
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
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.
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.
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.
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 & Preglife, she knows how to craft an app that people love to use.
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, he guarantees our recommendations are backed by genuine expertise.
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.
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.
Our partners
