(Forbes) - Big data has come to wine, and consumers, it seems, are set to benefit. After a month in beta, the Vivino Market formally launched last week, offering wine-lovers the same sort of customized recommendations that “brands like Netflix and Amazon are also using,” noted Vivino CEO and Founder Heini Zachariassen in an email, citing what he called “community powered e-commerce for personalized recommendations.”

Since launching in 2010, Vivino has grown increasingly popular, and now boasts more than 23 million users. The concept was fairly straightforward: Users of the app scanned the label of whatever bottle they were drinking, the app recognized key pieces of information and filled it in—producer, vintage, and more—and the user rated the wine on a scale of one to five stars. They also could follow other users, comment on wines that other people have tasted, and increase the range of wines they were exposed to in the process.