With its eye on the holiday shopping season, Wine.com Inc. has launched an iPad app that enables consumers to research, browse and buy wine through an optimized interface for the tablet PC that makes shopping on the iPad different from on the Wine.com e-commerce site or iPhone app.

The iPad app features a visually rich interface the merchant, No. 229 in the Internet Retailer Top 500 Guide, calls “Label Flow.” Shoppers swipe through thousands of wine labels in a comprehensive dashboard view. Search filters let users quickly find the wine they’re looking for. Touching a label brings up a magazine-like page that includes reviews and pedigree specifics, winery background, region, varietal, and an interactive geolocation tour of wineries featuring a map display. Once on a desired wine’s page, a shopper can save the wine to a personal “Wine Cave” or purchase the wine directly through the app.

“Our new iPad app is a sensory-rich, immersive shopping experience for wine novices and experts alike,” says Rich Bergsund, president and CEO. “We are thrilled to bring the things Wine.com is known for—wide selection, low prices, convenient delivery, great information—to a mobile environment in time for the holiday shopping season.”

The personal Wine Cave lets shoppers save bottles for future reference, review and sharing via Facebook. All items in the cave sync with a shopper’s Wine.com account online. The geolocation tours enable consumers to learn about where a wine comes from, or explore a wine region using touchscreen maps from Google overlaid with winery information from Wine.com. And a Gifts section features hundreds of gift ideas sorted by type, occasion and price.

The app also offers a Deals section where shoppers can access Wine.com’s nearly daily deals and promotions.

Wine.com built the app with technology provider Marshall Monroe Magic.