Diversity Wines and PairAnything Partner to Democratize the Wine Experience
February 12, 2026 (Sacramento, CA) — Diversity Wines, a consumer-facing online directory of diverse- and woman-owned wineries, wine lounges, and wine professionals today announced a partnership with PairAnything, an AI-powered wine discovery and personalization platform designed to make wine more inclusive, approachable, and culturally relevant.
The partnership brings together two mission-aligned organizations addressing a shared challenge: how to help today’s increasingly diverse consumers feel confident discovering wine, while creating meaningful growth opportunities for wineries and wine lounges led by underrepresented founders.
As part of the collaboration, PairAnything offers Diversity Wines members a discounted 90-day trial of the PairAnything platform, enabling them to engage new and multicultural audiences, reduce friction in wine discovery, and convert interest into sales.
“Millions of new and potential wine consumers are waiting to be welcomed into the exciting world of wine,” said Jeremy McCarty, Founder of Diversity Wines. “PairAnything creates that welcome with a natural, low-barrier entry point—introducing wine through the consumer’s favorite foods. It’s a simple approach with long-term impact: consumers get an easy way to understand and experience wine, and Diversity Wines member wineries and wine lounges gain increased sales and build lasting customer relationships.”
“For many communities, wine isn’t traditionally part of everyday culture,” said Christy Serrato, CEO & Founder of PairAnything. “By bringing in familiar foods and flavors, we help people feel comfortable exploring wine, opening new pathways for curious consumers and new growth opportunities for wineries.”
Together, Diversity Wines and PairAnything are shaping a wine industry to better reflect the diversity of today’s consumers and create more inclusive, welcoming experiences, from the first sip onward.
About Diversity Wines
Diversity Wines is an online directory of diverse- and woman-owned wineries, wine lounges, wine creatives, and wine professionals. The organization provides business resources for its members, and the site also includes event listings for wine curious and wine lover consumers to meet live and in person. Learn more at www.diversitywines.com.
About PairAnything
PairAnything is a Techstars-backed, AI-powered wine discovery and personalization platform that helps wineries, retailers, and hospitality businesses reach broader consumer audiences, reduce shopper indecision, and drive sales. Founded by a Filipina American innovator, the platform is built from a diverse consumer mindset to make wine discovery more inclusive, and currently supports English, Spanish, and French. Learn more at www.PairAnything.com.
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Diversity Wines and PairAnything Partner to Democratize the Wine Experience - Wine Industry Advisor