(Bostinno) - Remember that time you stepped inside a real brick-and-mortar wine store and chose a bottle of vino? Chances are, it’s been a while. With a plethora of alcohol delivery startups bringing booze right to our doorsteps, there’s little reason to spend time perusing wine store aisles anymore.

However, as seamless as these delivery apps tend to be – there’s something to be said for the in-store experience.

“I’m a firm believer in the brick-and-mortar experience,” Emily Wang, founder of Vinobly, a newly launched retail-oriented wine discovery app, explains to me over a glass of white wine. “I just want to lead the way in moving the in-store experience to the 21st century.”

Which is exactly what this wine enthusiast and Harvard Business School graduate aims to do. Wang, a California native, believes that her Vinobly mobile app will help fellow vino lovers discover wines they actually like while in the store.

“I tried finding an app that would recommend wines while standing in a store like Whole Foods or Trader Joe’s,” Wang tells me. “I don’t always want help from someone on the staff, nor do I want to spend 10 minutes scanning a bunch of labels. When I realized that product didn’t exist, I embarked on the path of building it.”

Dubbed “the Pandora for wine," Vinobly, which launched out of beta today, September 18, makes personalized wine recommendations to customers based on their preferences and a nearby shop’s in-store inventory.