(Eater) - Over the past few years, the once stuffy and pretentious American wine industry has flipped, welcoming in a new and younger generation of relaxed wine professionals who aren’t afraid to sip juice the color of oranges. The shift in wine culture toward a more casual, consumer-friendly approach has materialized in myraid of styles, from hip new wine bars, to retailers focused on esotoeric, small production wines, to restaurants pushing unorthodox varietals from up and coming regions.

Value, novelty, and approachability are the industry's new watchwords. Where once there was Robert Parker, there is now a proliferation of bloggers. Sites dedicated to "demystifying" wine have sprung up across the internet, and yet, when it comes to buying wine online, we’re still very much in the dark ages.

But a generation of new online wine club startups targeting millennials is out to change that. Armed with piles of data, nifty algorithms, and slick branding, these companies have emerged intent on disrupting the wine industry and changing the way we drink. These businesses have each taken a page from the books of successful companies like Amazon, Birchbox, Warby Parker, Uber, Netflix, and Pandora, and developed some version of a formula that combines the principles of convenience, personalized recommendations, and instant online gratification to win over consumers. And yet, while all of the companies can point to significant rates of growth since inception, none are a household name—yet.

All of these wine startups are also relatively young. Club W, which launched in 2011, is the oldest of the bunch. The operation started as an online wine club that sourced and selected bottles based on members’ tastes from a variety of sources, and eventually Club W acquired a significant enough following and backing to open its own winery in 2014.

Wine Awesomeness, which also operates like an online wine club that sends its users the same monthly picks organized around a theme, launched in 2012. Bright Cellars operates similar to Club W’s original model—sourcing bottles from third-parties since 2014. Pour This, a curated monthly wine club from Los Ageles sommelier Ashley Ragovin, just debuted this past October.

Other notable internet-based wine companies include Lot 18’s Tasting Room (born in 2013) and Naked Wines—a UK import that debuted across the pond way back in 2008. With so many options popping up these days, for the purpose of this piece, I chose to focus on what I felt were the best of the bunch that shared a similar model.