Naked Wines

What Naked Wines does

Naked Wines plc is a publicly traded (LON:WINE) direct-to-consumer online wine retailer founded in 2008 and headquartered in Norwich, UK, with US operations based in Napa, California, and Australian operations in Sydney. The company connects wine consumers directly with independent winemakers through its Angel membership program, where members contribute $40 per month to a personal wine credit balance that funds advance production at independent wineries in exchange for access to those wines at up to 60% below typical retail prices. The platform serves 500,000+ active members across the UK, US, and Australia, supported by both a website (nakedwines.com) and native iOS/Android applications, and ships to most US states (excluding Arkansas, Delaware, Mississippi, New Jersey, Rhode Island, Utah, and parts of Virginia due to state alcohol regulations).

The underlying technology stack is a standard e-commerce platform augmented by a personalized wine recommendation engine that adapts to customer thumbs up/down ratings, the Wine Genie automated subscription service, and the Never Miss Out pre-order reservation system. Naked Wines integrates with Vivino for third-party wine ratings, supports Apple and Google social logins, and processes payments via PayPal. The business model combines two revenue streams: monthly Angel subscription fees of $40 that are redeemable against wine purchases, and direct wine sales revenue at price points differentiated between members and non-members. Distribution is exclusively online direct-to-consumer, with no physical retail or third-party wholesale partnerships.

The company has been named USA Today's #1 Wine Club for six consecutive years (2019-2024) and reports revenue of approximately £290 million for the fiscal year ending April 2024, down from the prior period. In July 2024, Naked Wines secured a $60 million credit facility with PNC Bank (replacing the prior Silicon Valley Bank arrangement) and a separate £47 million financial boost, and announced a share buyback program in early 2026. The firm operates with 251-500 employees and is led by CEO Nick Devlin with a CFO transition underway.

Name

Naked Wines

Legal name

Nakedwines.com, Inc.

Website

https://nakedwines.com

Company type

Public

Founded year

2012

Operating status

Operating

Headcount range

251–500 employees

Short description

Naked Wines is a publicly traded online wine retailer (LON:WINE) operating a direct-to-consumer subscription model across the UK, US, and Australia, serving 500,000+ members who fund independent winemakers in exchange for wines at up to 60% below retail.

Ownership category

akta.pro rank

Product category

Online Wine Retail

NAICS

Beer, Wine, and Liquor Retailers (445320)

SIC

Wholesale-Beer, Wine & Distilled Alcoholic Beverages (5180)

akta.pro industry

PRIMARYCRANABAF

Alcohol Subscription & Wine Clubs (Retail)

Consumer Products & Retail/Tobacco, Alcohol & Cannabis Retail/Beer, Wine & Spirits Specialty Retail

SECONDARYCRANAAAI

Alcohol Subscription Clubs & Membership Retail

Consumer Products & Retail/Tobacco, Alcohol & Cannabis Retail/Alcohol Retail (Liquor Stores & Off-Premise)

SECONDARYCRANABAB

Wine Retail (Bottle Shops & Wine Merchants)

Consumer Products & Retail/Tobacco, Alcohol & Cannabis Retail/Beer, Wine & Spirits Specialty Retail

Keywords

• Online wine retail
• Wine subscription service
• Direct-to-consumer wine
• Wine club membership
• Independent winemaker funding

Headquarters

HQ city

Norwich

HQ country

United Kingdom

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Marketing or Sales, Operations, Personnel, Technology or R&D, Infrastructure

Revenue model

1. Wine Sales: Direct-to-consumer wine sales through the NakedWines.com platform. Customers purchase wine cases (typically 6 or 12 bottles) using accumulated Angel credits or direct payments. Revenue generated from product transactions, with pricing varying between Angel members and non-members.
2. Angel Membership Subscriptions: Monthly subscription at $40/month where members contribute to a wine piggy-bank. This funding supports winemakers and unlocks exclusive wines at preferential pricing. Revenue recognized as membership fees are converted to wine purchases.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Naked Wines is an online direct-to-consumer wine retailer that operates an Angel Membership program where members contribute $40/month to a wine credit account. In exchange, members receive access to wines from independent winemakers at up to 60% below traditional retail prices, bypassing the three-tier distribution system. The platform connects wine enthusiasts with a curated network of independent winemakers across the US, UK, and Australia, offering personalized recommendations, curated cases, and exclusive wines.

Product overview

Naked Wines operates as an online direct-to-consumer wine subscription platform connecting wine enthusiasts with independent winemakers. The core offering is the wine subscription service featuring the Angel Membership Program ($40/month) which provides up to 60% off wines through crowd-funded winemaker partnerships. The product portfolio includes Wine Genie (personalized subscription), Never Miss Out (wine reservation program), and pre-built starter cases with introductory discounts. The company has 500,000+ members and has been recognized as USA Today's #1 wine club for 6 consecutive years (2019-2024).

Differentiator

Problem solved

Functional benefit

Products and services

• Angel Membership Program $40/month membership program where members (called Angels) fund independent winemakers and receive access to exclusive wines at up to 60% off market prices, plus monthly gift bottles, priority hotline access, and winemaker event invitations. Members accumulate credits to spend on wine cases of 6, 9, 12, or 15 bottles at their own pace, with no auto-ship.
• Wine Genie Automated personalized wine subscription that selects and sends wines based on customer preferences and ratings. Wine Genie learns from thumbs up/down and heart ratings over time to improve case selections. Customers can customize bottle count, price range, and frequency of deliveries.
• Never Miss Out Wine pre-order and reservation program allowing customers to automatically receive future releases of their favorite wines. Customers select quantity (6, 9, 12, or 15 bottles) and receive shipments when new vintages are released by their preferred winemakers.
• Top Rated Mixed Case Pre-curated mixed wine case featuring top-rated wines across multiple styles including Cabernet Sauvignon, Chenin Blanc, Shiraz Viognier, Malbec, Pinot Noir, and Rosé, sourced from the platform's highest-rated independent winemakers.
• Smooth Reds & Crisp Whites Case Curated case featuring a balanced mix of red and white wines including Zinfandel, Côtes du Rhône, Pinot Grigio, Sauvignon Blanc, and Malbec for customers seeking variety in approachable styles.
• Top-Rated Reds Case Pre-built case featuring all red wines from top-rated independent winemakers, including Cabernet Sauvignon, Zinfandel, Côtes du Rhône, Tempranillo, Merlot, and Malbec from various regions.
• Everyday Rosé Favorites 6-Pack Curated 6-pack featuring rosé wines from France, Australia, and the United States, sourced directly from independent winemakers and offered at promotional pricing.

Quantifiable outcome

• Up to 60% savings compared to traditional retail wine pricing
• +1 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

AI capability2 records

Feature3 records

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Laithwaites: UK-headquartered direct wine merchant and subscription club with a very similar model: exclusive independent-winemaker relationships, multi-bottle case shipping, and a repeat-customer club structure. It is the closest direct competitor to Naked Wines in the UK and ANZ footprint.
• Wine.com: Largest US direct-to-consumer online wine retailer, with case-based shipping, gift programs, and curated cases. Operates the Bright Cellars and Winc subscription brands and competes head-on with Naked Wines for the same US DTC wine customer.
• Bright Cellars: US wine subscription service that uses a taste-profile quiz (analogous to Naked Wines' Wine Genie) to match customers to personalized monthly cases. Same subscription mechanic, same target persona, and overlaps with Naked Wines' Wine Enthusiasts segment.
• Firstleaf: US wine subscription club with quiz-driven personalization and curated case shipments. Competes for the same value-conscious wine drinker as Naked Wines' Angel offering and shares the same DTC + membership model.

Broad incumbents

• Majestic Wine: UK high-street and online wine specialist chain with broad assortment and a commercial trade arm. Overlaps with Naked Wines on UK DTC wine and case shipping but adds physical retail and a much larger B2B channel.
• Total Wine & More: Largest US specialty retailer of wine, beer, and spirits with a large national store footprint and an online channel. Competes with Naked Wines on price and assortment, but its DTC subscription capability is far more limited.

Others

• Vivino: Crowd-sourced wine rating app whose ratings are surfaced directly on Naked Wines' product pages. It is an ecosystem enabler and a partial alternative discovery path for wine drinkers, not a direct retailer, but it influences purchasing decisions in the same category.

Emerging players

• 1-800-Flowers Wine: Online wine gifting and case retailer from the 1-800-Flowers portfolio, selling curated wine gifts direct to consumers. Overlaps with Naked Wines' gifting and case business but lacks the Angel subscription mechanic and independent-winemaker funding model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/NakedWines
• Facebookfacebook.com/NakedWinescom-Wine-Studio-and-Tasting-Lounge-518923324800088
• Instagraminstagram.com/nakedwinesusa
• TikToktiktok.com/@nakedwines
• LinkedInlinkedin.com/company/naked-wines

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Subsidiaries2 records

Funding overview

Funding rounds5 records

Investors3 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Naked Wines