Winc (renamed from Club W on May 4, 2016) is a personalized, subscription-based wine club headquartered in Los Angeles. It is a direct-to-consumer winery. The club uses its custom Palate Profile system and individual wine ratings to make monthly wine recommendations to members. They then deliver shipments directly to their customers. Each bottle comes with a tasting video, food pairing suggestions, and a wine card with a recipe pairing and information on the varietal, winemaker, and region.