Good Pair Days

Good Pair Days operates as a direct-to-consumer wine subscription service that aims to simplify the wine discovery process for its customers. The company was founded in Sydney, Australia, in 2014, originally under the name The Wine Gallery, by Tom Walenkamp, Banjo Harris Plane, and Beto de Castro Moreira. The founding trio combines diverse expertise: Walenkamp, the CEO, has a background in finance and an MBA from INSEAD; Harris Plane is a three-time Australian Sommelier of the Year; and Moreira is the Chief Technology Officer. The idea originated from Walenkamp’s experience studying in France, where he observed a disconnect between the often intimidating nature of the wine industry and the simple enjoyment of wine, inspiring him to create a more accessible retail experience.

The business model is centered on a personalized monthly subscription, leveraging machine learning technology to tailor wine selections to individual palates. Customers begin by taking a palate quiz, and the platform's recommendation engine refines its suggestions based on ongoing ratings and feedback. This data-driven approach, likened to Netflix's recommendation system, allows the company to curate boxes of exceptional value wines that a customer is likely to enjoy but might not have chosen themselves. Revenue is generated through these monthly subscriptions and one-off sales, with operations in both Australia and the United Kingdom. To enhance customer engagement and education, the service includes tasting notes, food pairing recipes, and a gamified loyalty program with challenges and rewards, all accessible through its mobile apps for iOS and Android.

Significant milestones for the company include a rebranding from The Wine Gallery to Good Pair Days in 2019, a move intended to better reflect its mission of making wine discovery fun and inclusive. This relaunch coincided with a $2 million funding round and major enhancements to its technology, including a more powerful personalization engine and new app features. The company has secured a total of $18.5M in funding across multiple rounds, including a Series B in 2023, which has supported its expansion, particularly into the UK market. Good Pair Days has also focused on sustainability, introducing 100% recyclable packaging made from biodegradable sugarcane pulp. The service directly imports wines from numerous countries, cutting out intermediaries to offer unique selections to its subscribers.

Keywords: wine subscription, personalized wine, direct-to-consumer wine, sommelier curated, machine learning recommendations, wine discovery, food and wine pairing, online wine retailer, wine education, Australian startup, e-commerce, wine delivery, subscription box, gamified loyalty program, wine tech, UK wine market, sustainable packaging, custom wine selection, mobile wine app, data-driven retail