Alex by INSomm shieldAlex by INSomm
Alex by INSomm shield

Elevate your wine experience

Alex by INSomm

Your personal sommelier, tailored to your palate. Discover bespoke wine recommendations and flawless pairings instantly, stripped of traditional pretension.

Meet Alex for the first time (sign up)I'm already a member (sign in)
View memberships

How it works

The right wine for whatever's on your plate

Built on a hand-catalogued database of flavour matrices, terroirs and grape varieties, so every suggestion makes sense with your food.

Alex screen asking what you are eating

01

What are you eating?

Tell Alex your dish and get three honest picks: Everyday Value, Everyday Premium and Elite.

The Sommelier's Lens menu scan screen

02

The Sommelier's Lens

Snap a restaurant menu and wine list. Alex finds the best bottles on that list for your table.

Three tier wine recommendations for Venison Wellington

03

Three tiers, real bottles

Every pairing comes with serving tips: decanting, temperature and the right glass.

See how Alex works →
An elegant wine rack filled with bottles

Membership

Explore our membership plans

Start free with 2 Welcome Pours. Stay flexible with Guest Pours, or join for unlimited pairings.

The Welcome Pour

Free on sign-up · no card required

  • 2 complimentary welcome Pours the moment you create your account — no card required.
  • 1 Pour: a bespoke dish pairing, Pair my bottle, or a Label Lens bottle scan.
  • 2 Pours: a full restaurant food menu and wine list scan with The Sommelier's Lens.
  • A one-off welcome gift — these Pours do not renew.

The Curator

—

  • Unlimited dish pairings for everyday dining and special dinner parties.
  • Unlimited Pair my bottle guidance with drinking windows and clashes to avoid.
  • Personal Digital Wine Journal: snap your bottles to log them in seconds, with automatic Palate Analysis. No Pours needed.
  • The Label Lens on demand: photograph any label for its drinking window, serving ritual and food pairings (1 Pour per scan).
  • Sommelier serving rituals: decanting times, serving temperatures, and glassware.
  • The Sommelier's Lens on demand: restaurant menu and wine list scans for 2 Pours each.
  • Share any pairing, bottle or Wine Journal entry, and save bottle guidance to your History.
Most complete

The Sommelier's Table

—

  • The complete Curator suite, with every pairing and cellar feature included.
  • The Sommelier's Lens: unlimited food menu and wine list scans, up to 8 photos or PDF pages.
  • Exact bottles and prices from the restaurant's own wine list: Everyday Value, Everyday Premium and Elite options for every dish, plus an underpriced gem.
  • Multi-course meals and tasting menus up to 12 courses, detected automatically and paired as a master sommelier wine flight.
  • Unlimited bottle scans with The Label Lens: photograph any label for drinking window, serving ritual and food pairings.
  • Adaptive palate memory that evolves with your cellar and dining habits.
  • Priority sommelier intelligence tailored to fine wine lists and collector cellars.

The Guest Pour

10 Pours for £5.00 (50p each) · 20 Pours for £9.00 (45p each)

  • Complete flexibility with no monthly or annual subscription.
  • 1 Pour: a single dish pairing, a Pair my bottle lookup, or a label scan.
  • 2 Pours: a full restaurant food menu and wine list scan with The Sommelier's Lens.
  • 5 Pours: export your Cellar Book (Curator members).
  • Top up anytime with 10 Pours (£5.00) or 20 Pours (£9.00).
  • Your Pours never expire and stay in your balance.

Member voices

From our members' tables

Follow Alex in action on Instagram, YouTube and LinkedIn.

Reviews from verified members and Guest Pour buyers will appear here.