The rapid proliferation of online retailers, blogs, other social media, and even mobile applications, has made it easier for consumers to learn about wines, find them, compare notes, and has created some transparency on pricing. It’s also created a minefield for wineries concerned about controlling their image, data and information.

Cruvee founder Evan Cover is launching a site this week that aims to address the wrong information problem by functioning as a clearinghouse of sorts. Wineries can upload their data to yourwineyourway.com so that it can then be pushed out to multiple sites. The vision is that requests for wine information could be sent to one place.

“We’re changing the way wine is represented online, Cover said. “They can put in all their data points – all the information on their winery, then, we publish it out for consistent messaging.”

The service will be free for wineries, though Cover hopes users will be inclined to sign up for Cruvee’s social media marketing services. The first phase of the launch will involve getting wineries on board to import the information.

The project is not an easy undertaking and is likely to take time but may lead to less confusion on the part of the consumer while make things easier for the wineries.

“We’ve got 40 brands over here and that makes for a lot of wine online,” Kendall Jackson director of social

media Adam Beaugh told winebusiness.com. “I like the idea of having a centralized spot. I’m all about the data integrity. I’d rather spend my time interacting with customers online instead of fixing product inconsistencies. Cleaning that all up would help us.”

“It’s pretty interesting,” Michael Wangbickler of Balzac Communications said. “One of the biggest challenges we face on the PR/marketing side is there’s so much wrong information out there from any one website or catalogue to the next. Facts may be missing. A Mt. Veeder Chardonnay might just say ‘Chardonnay,’ but the same winery has a different core Chardonnay. One of the biggest challenges is making sure it’s correct. It takes a small army.”