Alex by INSomm shieldAlex by INSomm
Alex by INSomm shield

How Alex works

Head Sommelier Instincts, Grounded in Cellar Certainty

Alex pairs any dish, decodes any restaurant list, and tracks your personal taste through a structured cellar library of classic wine rules, supplemented by intelligent nuance for complex modern dishes.

  1. 1

    Describe your dish or capture the menu

    Tell Alex what is on your plate in everyday words — a dry-aged ribeye, Thai red curry, or a charcuterie board. Dining out? Use the camera to capture the restaurant menu and wine list, and let Alex pinpoint the best bottles on the list.

    Example · The Sommelier’s Lens

    Sea bass with lemon and herbs on a restaurant table
    The Sommelier’s Lens

    Restaurant menu

    Sea bass

    Grilled sea bass, lemon & garden herbs

    Dish detected

    Sea bass with lemon and herbs

  2. 2

    Grounded in verified cellar knowledge

    Alex first checks our library of regional synergy, acidity balance, oak integration, and tannin structure. Classic matches are drawn straight from time-tested sommelier rules with zero guesswork.

    Example · Sea bass with lemon and herbs

    On the plate

    Delicate fish · citrus · herbs

    Cellar match

    Fresh white wine · bright acidity · restrained oak

    Acidity balanceRegional synergyTannin structure
  3. 3

    Three curated tiers for every budget

    Every recommendation offers three distinct bottles: Everyday Value (accessible supermarket and high-street gems up to £12), Everyday Premium (£12–£35 for elevated dining), and Elite, unconstrained icon bottles.

    Illustrative recommendations · prices are examples, not live quotes

    Everyday Value

    Picpoul de Pinet

    Languedoc, France

    £11.50

    Bright citrus · crisp acidity

    A fresh, lively match for lemon and delicate fish.

    Everyday Premium

    Chablis

    Burgundy, France

    £28.00

    Mineral · elegant Chardonnay

    Chalky freshness balances the richness of the dish.

    Elite

    Meursault Premier Cru

    Burgundy, France

    Unconstrained

    Layered · textured Chardonnay

    Depth and a generous texture for an elevated pairing.

  4. 4

    Complete sommelier serving rituals

    Great wine deserves proper care. With every recommendation, Alex specifies the ideal serving temperature, decanting time, and the right glassware to unlock the bouquet.

    Example · serving guidance varies by bottle and vintage

    10–12°C

    Serving temperature

    45mins

    Decanting time

    Bordeaux

    Burgundy

    The right glass

  5. 5

    Pair my bottle & your digital wine journal

    Already have a bottle? Tell Alex the producer, grape, or vintage — or photograph the label. Alex reveals its drinking window, cellaring advice, and the dishes it works with (and what to avoid). Log bottles in your personal journal to uncover your evolving Palate Analysis.

    Example · Wine Journal & bottle guidance

    My Wine Journal

    Hemel-en-Aarde Chardonnay

    Hemel-en-Aarde Valley, South Africa

    Lemon zest, orchard fruit and a fine mineral finish. Rounded texture with refreshing acidity.

    Drinking windowReady to enjoy

    Works with

    Roast chicken · grilled fish · creamy risotto

    Avoid

    Very hot chilli · intensely sweet desserts

    Body
    Alcohol
    Tannin
    Sweetness
    Acidity

Keep Alex close

Install Alex on your phone

Add Alex to your home screen for its own icon and an app-like, full-screen experience without dealing with bulky app store accounts.

iPhone and iPad

  1. 1. Open Alex in Safari.
  2. 2. Tap the Share button.
  3. 3. Choose Add to Home Screen, then tap Add.

Android

  1. 1. Open Alex in Chrome.
  2. 2. Open the browser menu.
  3. 3. Choose Install app or Add to Home screen, then confirm.

Alex requires an active internet connection to securely cross-reference live pairing parameters and handle native menu camera scans.

Meet Alex for the first timeBack to home