Time Inc.

New York, NY (November 12, 2009) – MyRecipes.com, Time Inc.’s food portal, launched a new wine channel focused on providing great, easy, and sometimes unusual, food and wine pairings. The expanded wine coverage aims to take the mystery out of pairing wine with food and includes a new video series called “Weeknight Wines,” a new “Pairings of the Week” column, and a sophisticated wine pairing formula that automatically recommends several wine choices for each recipe in MyRecipes.com’s extensive recipe collection. Sponsored by Bordeaux wines, over 30,000 recipes on the site have wine pairings.  

“The wine coverage on MyRecipes.com is all about helping the audience confidently choose wines to complement their favorite recipes, whether they’re cooking for a special occasion or dinner tonight. We’re thrilled to pair our food expertise with the wine expertise of Snooth and wine critic Gary Vaynerchuk, to provide this content,” says Jim Sexton, SVP/Editorial Director of the Time Inc. Lifestyle Digital Group.

MyRecipes.com partnered with Snooth.com and Yahoo! to build a wine pairing application available to users of MyRecipes.com, Snooth.com, the new customizable Yahoo! homepage, and My Yahoo!. The wine pairings consider a number of variables including recipe ingredients and preparation, grape varietal, and aging process; additionally it leverages their wine expertise and extensive wine data collection. Snooth's proficiency in systematically analyzing and categorizing wine data was applied to MyRecipes.com’s recipe data to create this complex pairing algorithm.

To make wine more accessible to the masses, MyRecipes.com invited Internet wine critic Gary Vaynerchuk to host “Weeknight Wines,” a video series that provides wine recommendations for some of the site’s most popular dinner recipes. Vaynerchuk, the creator and host of WineLibraryTV.com and author of the New York Times bestselling book, Crush It! Why Now is the Time to Cash in on your Passion, has used his lively vocabulary and entertaining metaphors to encourage viewers to expand their wine palate.

About MyRecipes.com

Time Inc. launched the food portal MyRecipes.com in May 2007 to give consumers the tools they need to cook with confidence and eat with joy. Every recipe on MyRecipes.com is professionally tested and the site offers fresh, daily content from the Time Inc. Lifestyle Group's established brands including Cooking Light, Health, Real Simple, All You, Southern Living, and Sunset. With more than 39,000 professionally tested recipes, MyRecipes.com is the one-stop digital source for recipes, step-by-step instructions, how-to videos, healthy cuisine and entertaining tips.