UP2CHOICE is a personalized discovery platform helping people choose which food & drinks, places, and events are best for them.Our users can easily discover where they can find their favorite dishes or drinks, eliminating the tiresome process of checking menus of each venue. UP2CHOICE generates individual recommendations based on thousands of key ingredients, flavors, and other criteria, matching users' diverse preferences and making it easier for them to understand what alternatives exist. Additionally, UP2CHOICE publishes a wide range of happenings taking place in restaurants, wineries, breweries, and distilleries, enabling users to customize their news feeds and activate personalized filters to significantly save their time and effort.At the same time, UP2CHOICE covers all the needs of business owners and beverage producers, including precise targeting modules to define and reach potential customers, and receive accurate statistics about their preferences. Moreover, the platform helps to encourage people to buy beverages that they have never tried before.