How it started: I was standing in my local grocery store, staring at a wall of pinot noirs. I'd definitely tried three of them before and loved at least one, but couldn't remember which. So I took a picture, asked Claude what I should buy based on the ones I knew I liked—and it worked.
That's when I realized: every time you find a wine you love, you should remember it. Not for bragging. Just for standing in a store one day thinking, "Wait, didn't I love that one?"