Firstleaf
Firstleaf is a direct-to-consumer personalized wine subscription service that curates six-bottle shipments based on individual taste profiles using proprietary AI-powered matching technology, serving individual wine enthusiasts across most U.S. states with subscription tiers priced $99-$159 per shipment.
- Company typePrivate
- Founded2015
- HeadquartersNapa, United States
- Headcount51–100
- GTM typeB2C
- OfferingDigital Commerce or Content
What Firstleaf does
Firstleaf (legally Penrose Hill Limited) is a direct-to-consumer personalized wine subscription service founded in 2015 and headquartered in Napa, California. The company serves individual wine drinkers across 48 U.S. states, Washington D.C., Hawaii, and Alaska by curating six-bottle shipments matched to customer taste profiles built through a guided onboarding quiz. Firstleaf employs between 51 and 100 staff spanning executive leadership, technology, wine curation, and brand marketing under founder and CEO Philip James.
Firstleaf firmographics
Firmographics- Name
- Firstleaf
- Legal name
- Penrose Hill Limited
- Website
- https://firstleaf.com
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Firstleaf is a direct-to-consumer personalized wine subscription service that curates six-bottle shipments based on individual taste profiles using proprietary AI-powered matching technology, serving individual wine enthusiasts across most U.S. states with subscription tiers priced $99-$159 per shipment.
- Ownership category
- akta.pro rank
Firstleaf industry classification
Industry- Product category
- Wine Club Subscription
- NAICS
- Beer, Wine, and Liquor Retailers (445320), Wineries (312130)
- SIC
- Beverages (2080)
- akta.pro primary industry
- Alcohol Subscription & Wine Clubs (Retail) (CRANABAF)
- akta.pro secondary industries
- Wine Shops (Off-Premise) (CRANAAAB), Wineries & Vineyards (Tasting Rooms) (THAFALAE)
Keywords
Where Firstleaf is headquartered
LocationHeadquarters
- HQ city
- Napa
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Firstleaf business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Personnel, Operations, Marketing or Sales, Supply Chain, Technology or R&D, Infrastructure
Revenue model
- Wine Club Subscription: Recurring subscription revenue from wine club shipments. Members receive personalized 6-bottle selections delivered on their chosen schedule (every 2-12 weeks). No commitment required - members can pause, delay, or cancel at any time. Revenue recognized per shipment with automatic renewal.
- Wine Store Direct Purchases: One-time purchases from the Firstleaf wine store. Members receive 30% off retail price when ordering 6 or more bottles. Wine prices range from $18 to $60 per bottle before discount. Includes Fine Wine Collection and specialty wines.
- First Box Introductory Offer: New customer acquisition pricing: first 6 wines for $44.95 with free shipping. This promotional offer converts customers into recurring club members.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Pay-as-you-go | First box introductory offer: 6 wines for $44.95 |
| Subscription | Pay-as-you-go | Classic Plan: 6 bottles at $99 |
| Subscription | Pay-as-you-go | Preferred Plan: 6 bottles at $114 (Recommended) |
| Subscription | Pay-as-you-go | Premier Plan: 6 bottles at $129 (Our finest selections) |
| Subscription | Pay-as-you-go | Fine Wine Plan: 6 Fine Wine bottles at $159 |
| Subscription | Pay-as-you-go | Wine Store member pricing: 30% off retail |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels8 records
Firstleaf product offering
Product offeringCore offering
Firstleaf is a direct-to-consumer personalized wine club that delivers curated six-bottle wine shipments to members based on a proprietary taste-matching algorithm. Customers take a personalization quiz, then rate wines to refine their taste profiles so future shipments are tailored to their palate. The company operates its own e-commerce storefront and mobile apps, sourcing wines from global producers and offering member-only pricing plus a fine wine tier.
Product overview
Firstleaf is a personalized wine club subscription and online wine retailer offering a multi-tiered membership architecture. The core offering is the Wine Club Subscription, which delivers personalized wines based on taste preferences gathered through an advanced quiz and rating system. The membership plans include Classic, Preferred, Premier, and Fine Wine tiers, each offering different levels of wine quality and savings. Supporting the subscription are complementary products: the Firstleaf Pocket Sommelier mobile app for account management and wine discovery, Wine Concierge service for personalized expert selections, Wine School for educational content, and a Wine Directory for browsing by varietal, region, or food pairing. The Wine Store allows members to purchase wines à la carte with member discounts. Firstleaf also offers a Fine Wine Collection featuring premium award-winning selections and the Bodewell Collection, a charity-aligned specialty line supporting Wine to Water.
Differentiator
Problem solved
Functional benefit
Brands
- Bodewell: Wine collection honoring Firstleaf's charity partner Wine to Water, featuring distinctive wines from small producers and unique terroirs worldwide.
- Fine Wine Collection
Products and services
- Wine Club Subscription Recurring personalized wine club delivering six-bottle curated shipments to individual consumers based on taste profile matching. Members choose delivery cadence between 2-12 weeks with no commitment, and receive 30%+ savings off retail. Includes satisfaction guarantee and complimentary Wine Concierge access.
- Firstleaf Pocket Sommelier App Standalone iOS and Android mobile application that lets wine club members manage their account, track shipments, scan wine bottles by barcode or name, rate wines, change shipment mix, and build personal taste profiles for improved recommendations.
- Fine Wine Collection Premium and rare wine sub-brand featuring high-scoring, award-winning selections from renowned wine regions. Available as part of Premier and Fine Wine membership plans and as add-on bottles across other tiers.
- Featured Bundles Curated themed wine bundles for personal purchase or gifting, organized by varietal type such as red wines, white wines, and mixed selections.
- Bodewell Wine Collection Specialty wine collection created in partnership with Wine to Water featuring distinctive wines from small producers with unique terroirs and single appellations worldwide, with proceeds supporting clean water initiatives.
Quantifiable outcome
- 96% probability of customer satisfaction after rating 3 bottles
- +3 more outcomes
Companies that use Firstleaf
Customer profileNamed customers1 record
Segments1 record
Ideal customer profiles2 records
Firstleaf technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration5 records
AI capability4 records
Feature4 records
Firstleaf partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Wine to WatercoreFirstleaf's official charity partner committed to solving global water scarcity. Firstleaf pledged to donate $500,000 to Wine to Water by end of 2024. Partnership supports water filtration, sanitation, hygiene education, and disaster relief in communities worldwide. The Bodewell wine collection was created to honor this partnership, with wines from small producers and unique terroirs.
Scale indicators6 records
Recent moves5 records
Expansion highlights4 records
Firstleaf competitors and assessment
Company assessmentDirect peers
- Winc: Direct-to-consumer wine subscription that uses a taste quiz to personalize shipments and also produces its own wines. Closely comparable to Firstleaf on personalization model, subscription cadence, and wine retail mechanics.
- Bright Cellars: Quiz-driven wine subscription club targeting similar millennial/Gen-X wine-curious consumers. Overlaps with Firstleaf on taste-profile onboarding, six-bottle shipments, and flexible subscription cadence.
- Naked Wines: Subscription wine club that funds independent winemakers in exchange for discounted bottles. Comparable to Firstleaf on recurring shipping, member-funded model, and curated portfolio positioning.
- Laithwaite's Wine: Long-running direct-to-consumer wine club with curated bottles, mixed-case shipments, and tiered plans. Comparable to Firstleaf on subscription mechanics, case sizes, and curated international portfolio.
- WSJ Wine: Established wine subscription club leveraging a media brand. Comparable to Firstleaf on quarterly/recurring wine shipments, curated selections, and gift channel.
- Wine of the Month Club: Long-standing direct-to-consumer wine club offering curated bottles across multiple tiers. Comparable to Firstleaf on subscription cadence, tiered pricing, and curated portfolio.
- Martha Stewart Wine Co. Celebrity-branded wine subscription club. Comparable to Firstleaf on DTC subscription mechanics, brand-driven acquisition, and tiered wine selection.
- Vinesse: Established wine club with curated bottles and gift offerings. Comparable to Firstleaf on subscription cadence, gift channel, and member-oriented service model.
Broad incumbents
- Wine.com: Largest U.S. online wine retailer offering broad selection and direct shipping. Comparable to Firstleaf on DTC wine retail and direct shipping, but operates at much larger scale and offers an a-la-carte model rather than subscription-first.
Others
- Lot18: Flash-sale and curated wine e-commerce site, originally founded by Firstleaf's CEO Philip James. Thematically related as a wine e-commerce platform; not a direct subscription competitor but a portfolio connection.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Firstleaf social profiles
Digital presenceFirstleaf financial estimates
Financial estimateRevenue estimate
Valuation estimate
Firstleaf leadership team
Management profileNumber of profiles
Profiles6 records
Firstleaf subsidiaries and ownership
Company hierarchySubsidiaries2 records
Firstleaf funding detail
Funding detailFunding overview
Funding rounds5 records
Investors10 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Firstleaf M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Firstleaf
What does Firstleaf do?
Firstleaf is a direct-to-consumer personalized wine club that delivers curated six-bottle wine shipments to members based on a proprietary taste-matching algorithm. Customers take a personalization quiz, then rate wines to refine their taste profiles so future shipments are tailored to their palate. The company operates its own e-commerce storefront and mobile apps, sourcing wines from global producers and offering member-only pricing plus a fine wine tier.
Is Firstleaf a public or private company?
Firstleaf is a private company. It is classified as venture growth investor backed and is currently operating.
When was Firstleaf founded?
Firstleaf was founded in 2015. It employs 51 to 100 people.
Where is Firstleaf based?
Firstleaf is headquartered in Napa, United States, in the North America region.
How does Firstleaf make money?
Three revenue lines are on record. Wine Club Subscription is the primary driver. The others are wine Store Direct Purchases and first Box Introductory Offer.
Who are Firstleaf's main competitors?
Direct peers on record are Winc, Bright Cellars, Naked Wines, Laithwaite's Wine, WSJ Wine, Wine of the Month Club, Martha Stewart Wine Co. and Vinesse. Wine.com is listed as a broad incumbent. Lot18 is listed as an others.
Does Firstleaf have an API?
No public API is recorded for Firstleaf.
What industry is Firstleaf in?
Firstleaf's product category is Wine Club Subscription. Its primary akta.pro industry code is CRANABAF, Alcohol Subscription & Wine Clubs (Retail), with a secondary code of CRANAAAB, Wine Shops (Off-Premise). Its NAICS code is 445320 and its SIC code is 2080.