There's a new taxi/limo option in Toronto today. Winston, a car service modeled loosely on Uber which operates in five US cities, has 20 cars in its fleet for launch with plans to add up to 50 more over the next couple of months. To use the service, all you need to do is download their free app from iTunes and create an account.

I spoke with Co-Founder and CEO Aidan Nulman earlier today about their launch. It's something they've been working on all year as a result of their affiliation with the Next 36 program. While they plan to eventually offer service to select corporate partners, Winston begins its life today as a consumer facing offering with cars able to pick up customers at the airport and between Bathurst, the DVP, Eglinton and the lake.

There's a $20 minimum for each ride but Nulman tells me rates are "a bit more expensive than a taxi" but much cheaper than a limo. All drivers in the Winston fleet are behind the wheel of a Lincoln Town Car.

Are you excited about this new service? Do you plan to try it out? Share your thoughts in the comments below.