The platform launches with PairPlays, a digital game that masks technical food and wine pairing lessons as a fast-paced challenge. Players navigate seven distinct rounds—ranging from sparkling varieties to regional specialties—to progress through tiers from Casual Drinker to Master. The incentive structure relies on a rewards loop where engagement yields real-world value, including coupons for bottle or case discounts of up to 99%.

Byron Bennett, founder and CEO of PourPlays, argues that the industry’s current educational model is too slow for modern habits. By replacing static reading with AI-powered pairing tools and leaderboard competition, the company aims to provide a direct channel for wineries to reach customers while gathering first-party data. The service operates on a freemium model, offering enthusiasts a centralized database for wine discovery while reserving premium rewards for dedicated users.