From their site:
94Wines is recognizable, contemporary and a high quality wine. Every wine has its unique color and number, through which the wine drinker can easily come to the right choice. The different numbers represent the variety of tastes that are all featured by a high quality. If you don't know which wine to buy, no problem! "Just take the WIneID test and after six short questions you will discover which numbers will fit you most!"
So, I take a wine ID test, they identify which wine I will like best, and put it in a bottle that's a color identifiable to me (for the wine varietal), and then send it to me. If I send it to a friend, they receive a personalized message from me on the digitized image on the back label.
Check them out. Innovation for innovations sake? Are we dumbing down consumers or providing a personalized wine experience that will still exist once the 'thrill is gone'?