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Theodora: Redefining Wine Recommendations for Everyone

In the ever-complex world of wine, many consumers find themselves overwhelmed by jargon and the pressure of making the right choice. Enter Theodora, a new app designed to simplify wine selection for the average consumer, officially launched on November 20, 2025. The app is the brainchild of Jess Thevenoz, an experienced data expert with a passion for making wine approachable.

The Vision Behind Theodora

Theodora’s mission revolves around a simple insight provided by Thevenoz: “I don’t care about wine. I never wanted to be a sommelier. I just wanted someone I trusted to pick a wine for me.” This innovative approach is intended to break down the barriers of wine gatekeeping that often makes the selection process daunting.

How It Works

Instead of delving into complex wine terminologies like tannins or aging processes, Theodora engages users in a human-centric dialogue. When users open the app, they are greeted with casual questions: “What are the vibes? Is it just for me, sipping with friends, or perhaps a special dinner?”

Users can select familiar wines from a visual grid and provide preferences, such as supporting woman-owned wineries or indicating their store locations. The app then generates personalized recommendations, complete with aisle and shelf locations at major retailers like Total Wine. This transforms generic wine suggestions into actionable purchases, guiding users to exactly what they want.

Addressing a Key Pain Point

Historically, the wine industry has catered to enthusiasts and connoisseurs, often neglecting the needs of the casual consumer, especially women aged 25-45 who seek variety without the intimidation.

“I’ve never felt so confident in a wine shop before,” one early user remarked. Another shared, “I got high compliments from coworkers on bottles I picked for a work event, all recommended by Theodora.” Such testimonials validate the app’s effectiveness in meeting consumer expectations.

Building a Community

Beyond the app, Theodora aims to foster community engagement through various platforms including a Substack newsletter, TikTok, and Instagram (@theodorahq) along with plans for in-person events. Thevenoz, as a woman founder in a traditionally exclusive domain, emphasizes her desire to democratize wine accessibility. “I believe everyone, regardless of their wine knowledge, deserves to find wines they love,” she asserts.

Availability

The Theodora app is now available for download at theodora.wine and on the Apple App Store, with an Android version set to launch in the first quarter of 2026.

About Theodora

Theodora emerges from the vision to make wine recommendations accessible and enjoyable for non-experts. By combining consumer technology and decision science, Theodora not only invites users to explore the world of wine but also encourages confidence in their selections. For more details, visit theodora.wine or follow @theodorahq on social media.

In a world inundated with choices, Theodora stands out by bridging the gap between avid wine lovers and those simply looking for a bottle to savor, inviting all to embark on their personal wine journey with confidence and ease.