So Peixe Urbano pleases them by knowing what really makes them smile: less cleverness, more sweetness.

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Like Mercado Libre Latin America's eBay, founded by another Stanford grad the Groupon-esque Peixe Urbano may look like copycat capitalism.

WSJ: Riding Brazil's River of Doubt

Wine Tour Urbano is an urban wine route that invites participants to discover great wines at interesting locations in neighbourhoods around the city.

BBC: Creative wine tasting in Buenos Aires

The main local winner of all the group buying websites is Peixe Urbano, which employs 750 people and is the gold medal winner of the ranking Top 10 Startups in Brazil.

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Wine Tour Urbano currently takes place in the historic Monserrat district, offering tour participants the opportunity to taste velvety pinot noirs by a Patagonian winery in the lantern-lit cloisters of a 1700s Jesuit church or rich malbecs by a Mendoza bodega at a frescoed, 19th-century pharmacy.

BBC: Creative wine tasting in Buenos Aires