Choose a wine based broadly on price or as narrow as a grape variety. Most wines are rated with customer reviews which helps novice wine purchasers - or choose to discuss wine with other lovers.
You can also sign up to save your favourite wines. Sometimes we are pretty optomistic and think we can remember the last bottle we loved - but when we drink so many it sometimes slips our mind. Wine Align even goes the next step and finds the nearest LCBO that stocks your wine of choice.
From a marketing perspective I would give this site high ratings for orginality, cleanliness, customer engagement, credibility, and being current. Changes that I could suggest are creating visible links to their social media action on the main page (aka twitter widget and blog widget) and uploading a "share this" button in the blog.
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