It started with a bottle of whisky we couldn't find again
More Like This was born from a frustration most of us have felt but never quite solved: you discover something you love — a whisky, a gin, a candle, a fragrance — and then you have absolutely no idea how to find anything else like it. Not similar in a vague, algorithmic way. Actually similar. The why of it. The specific thing that made it yours.
We'd been there ourselves. Standing in a shop holding a bottle of Redbreast 12, wondering what else might scratch that same itch — that rich, sherry-nudged, beautifully rounded Irish whiskey thing — without just grabbing whatever was next to it on the shelf. Or trying to describe a fragrance to someone who worked in a department store and getting nowhere fast. Or Googling "wines similar to Whispering Angel" and wading through listicles that were clearly written by someone who'd never actually tasted any of them.
There had to be a better way. So we built one.
What More Like This actually does
The idea is simple. You type in something you love — a product, a brand, even just a description of what you're after — and our AI searches real UK retailers in real time to return three curated alternatives.
Not twenty. Not an infinite scroll. Three. Chosen with a purpose:
- Closest Match — the option that best mirrors what you searched for. If you love Glenfiddich 12, this is your Auchentoshan Three Wood moment.
- Second Match — a well-matched alternative that approaches the same appeal from a slightly different angle. New distillery, different region, a producer you might not have considered.
- Wildcard — something unexpected. A bottle, a brand, a product that shares the same spirit as what you love but might genuinely surprise you. This one's our favourite to get right.
Powered by Anthropic's Claude AI, the platform searches across real UK retailers — The Whisky Exchange, Master of Malt, Majestic Wine, Harvey Nichols, Selfridges, Neal's Yard, Fortnum & Mason, Waitrose, Ocado, and more — and returns honest, specific recommendations. No paid placements. No affiliate rankings pushing a brand up the list because someone cut a deal. Just genuine discovery.
Why three? Why not more?
Because more is almost always worse.
The paradox of choice is real, and anyone who has spent forty-five minutes on a comparison website only to close the tab and do nothing knows it. We wanted More Like This to feel like asking a knowledgeable friend — someone who actually knows their Speyside from their Islay, their London Dry from their contemporary gin — and getting a considered answer back. Not a spreadsheet. Not a ranked list of forty-seven options with identical star ratings.
Three feels like a recommendation. Twenty feels like homework.
What we cover (and what's coming)
At launch, we're already across a wide range of categories: single malt whisky, blended Scotch, bourbon, Irish whiskey, gin, rum, tequila, mezcal, vodka, red wine, white wine, rosé, Champagne, Prosecco, beer and craft ale, artisan coffee, speciality tea, craft chocolate, artisan cheese, fine fragrance, luxury candles, and skincare.
In our first weeks, people have been searching for everything from Jameson's and Glenfiddich to Sauvage and CK One, Whispering Angel rosé and Mount Gay rum. The range has been brilliant to watch — and it tells us something we already suspected: the desire to find something new, something better, something more like the thing you already love, cuts across every category and every type of shopper.
More categories are being added regularly. If there's something you'd like to see covered, we want to hear about it.
Free. No catch.
More Like This is completely free to use. There's no subscription, no account required to search, no premium tier hiding the good results. We believe the tool should work for everyone — whether you're buying a £12 bottle of wine or exploring a £150 single malt.
We're a discovery platform, not a shop. We don't sell anything ourselves. When you find something you want to try, we point you to the UK retailer that stocks it and you buy directly from them. Simple.
The friend who always knows
There's a particular kind of person most of us are lucky enough to have in our lives. The one who knows exactly which bottle to bring to a dinner party. Who can tell you, without hesitation, that if you liked that Nyetimber you had at a wedding last summer, you should absolutely try a Chapel Down Blanc de Blancs. Who once handed you a candle and said "just smell this" and it turned out to be a Cire Trudon and you've never looked at a Yankee Candle the same way since.
That's the version of More Like This we're building towards. Not a database. Not an algorithm that optimises for clicks. A genuinely helpful guide that knows its subject, tells you the truth, and occasionally surprises you with something you'd never have found on your own.
We're at the beginning of that. The recommendations are already good — we're proud of them — but we know they'll get better as more people use the platform, as we learn what lands, and as we expand into new categories.
Try it. Tell us what you think.
If you've got a whisky you love, a gin you keep going back to, a fragrance you want to find the next version of — give More Like This a search and see what comes back. We'd love to know what you think, what worked, what surprised you, and what you wish we covered.
This is just the start.