Madame F Limited

What Madame F Limited does

Madame F Limited is a UK-based, privately held direct-to-consumer wine and drinks brand registered in England and Wales as MADAME LIMITED (company number 15408710; VAT GB 463 0984 76). The company was created in collaboration with Queer Britain, the UK's first LGBTQ+ museum, and positions itself as 'THE UK'S MOST AUTHENTIC LGBTQ+ WINE BRAND'. Madame F is the founding partner of the Madame F Queer Britain Art Award (launched May 2022), and the inaugural award-winning artwork by LGBTQ+ artist Justin Kemp ('Susy the Frog') is featured on every bottle.

The core product portfolio comprises four wine SKUs — English Sparkling NV (£84/bottle, 11.5% abv), Mediterranean Rosé 75cl (Provence-style), Midi French Red 75cl (Rhône-style, available in 3/6/12-pack bundles), and Prosecco — along with the Raspberry & Lime Rum Cocktail (6% abv, 250ml vegan/gluten-free canned format). Supporting lines include bundle packs (Here Comes the Sun at £150), gift packaging, and branded merchandise (insulated wine bottle, froggy tote bag). The technology stack is minimal and built on Shopify for storefront, payment and order processing; there is no proprietary AI, model, or platform technology disclosed. Distribution runs exclusively through DTC e-commerce from a Gloucester Business Park distribution centre with UK-wide fulfilment via Yodel and third-party carriers; the brand does not currently ship internationally or to the Channel Islands.

The business model is one-time purchase (no subscription) with three revenue streams: direct wine sales, direct cocktail sales, and merchandise/gift-box sales. Pricing is unit-based across tiers, with bundle discounts available on multi-pack purchases and a 10% first-order email signup discount. Marketing is community-led via organic Instagram (@madamef_wine), Facebook, email newsletter, and earned media including a Saturday Kitchen Live TV feature and 11+ UK press placements. The primary customer segment is LGBTQ+ consumers and allies (primary), with general wine consumers seeking mission-driven purchases (secondary). No external funding rounds, parent company, or institutional investors are disclosed; ownership appears to be founder/early-stage private equity.

Name

Madame F Limited

Legal name

MADAME LIMITED

Website

https://madamef.com

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

1–10 employees

Short description

Madame F Limited is a privately held UK direct-to-consumer wine and canned cocktail brand positioned as the UK's most authentic LGBTQ+ wine brand, operating exclusively through its Shopify-powered online storefront with nationwide shipping. The company sells English Sparkling, Rosé, Red, Prosecco, and rum cocktails alongside merchandise, with all products linked to its founding partnership with Queer Britain (UK's first LGBTQ+ museum).

Ownership category

akta.pro rank

Product category

Wine & Spirits (Direct-to-Consumer)

NAICS

Beer, Wine, and Liquor Retailers (445320)

akta.pro primary industry

Mixed Alcohol Specialty Retail (Beer/Wine/Spirits Combined) (CRANABAH)

akta.pro secondary industry

Fine Wine & Luxury Spirits Retail (CRANABAE)

Keywords

• LGBTQ+ wine brand
• Direct-to-consumer wine
• Canned rum cocktails
• Online wine retailer
• Wine gift bundles

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel

Revenue model

1. Direct Product Sales: Revenue generated through direct sales of wine products (English Sparkling, Rosé, Red, Prosecco), rum cocktails (Raspberry & Lime), and merchandise (tote bags, insulated wine bottles). Products sold as one-time purchases with no subscription component. Additional revenue from gift boxes and bundle packages.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

Madame F is a UK-based LGBTQ+ wine brand selling premium wines (English Sparkling, Rosé, French Red, Prosecco), canned rum cocktails, and branded merchandise exclusively through its own online e-commerce store. The brand was created in collaboration with Queer Britain, the UK's first LGBTQ+ museum, and features award-winning artwork by LGBTQ+ artist Justin Kemp on every bottle. Products are sold as one-time purchases with no subscription component, shipped nationwide across the UK.

Product overview

Madame F Limited is an LGBTQ+ wine brand operating as an e-commerce platform selling wines and canned cocktails. The core product portfolio includes four main wine SKUs: English Sparkling NV (11.5% abv), Mediterranean Rosé 75cl (Provence-style), Midi French Red 75cl (Rhône-style), and Prosecco (Italian fizz). The company has recently expanded into canned cocktails with the Raspberry & Lime Rum Cocktail (6% abv). Products are sold individually, in bundles (Here Comes the Sun), and as gift boxes. The brand also offers merchandise including an insulated wine bottle and tote bag. All products are vegan, and the brand collaborates with Queer Britain charity. Distribution is exclusively online via their Shopify-powered website, with UK delivery through Yodel and other carriers.

Differentiator

Problem solved

Functional benefit

Products and services

• English Sparkling NV Premium English sparkling wine crafted from a blend of Pinots and Chardonnay, featuring black cherry yoghurt richness with subtle almond notes and lively bubbles. 11.5% abv, 75cl. Sold at £84.00 GBP per bottle.
• Mediterranean Rosé 75cl Provence-style aromatic rosé with vibrant strawberry and grenadine flavours and a hint of pepper, made from Grenache and red berry Shiraz. 75cl bottle.
• Midi French Red 75cl Rich and smooth French red wine from the Rhône style, featuring juicy dark fruits, plum, and cherry with mouthfilling savoury notes. 12% abv, 75cl. Available in 3, 6, or 12 pack bundles from £33.00 GBP.
• Prosecco Italian sparkling wine described as fresh and fruity fizz, bursting with delicate pear, apple, and lemon flavours. 75cl bottle.
• Raspberry & Lime Rum Cocktail Canned rum cocktail featuring luscious raspberry and zesty lime flavours. 6% abv, 250ml per can. Vegan, gluten-free, crafted with no artificial sweeteners and fresh natural ingredients. Sold as £43.20 GBP for 12 cans (£3.60 per can).
• Here Comes the Sun Bundle Combo bundle featuring ultra-premium English Sparkling Wine (11.5% abv, 75cl) alongside Raspberry & Lime rum cocktails (6% abv, 250ml, 12 cans). Sold at £150.00 GBP.
• Single Gift Box Gift packaging containing an Italian sparkling wine (Prosecco) described as fresh and fruity fizz with apple and lemon flavours. 11% abv, 75cl. Sold at £24.00 GBP.
• Froggy Tote Bag Reusable tote bag made from white cotton, ethically made, featuring a frog design on the front to show support for LGBTQ+ creativity. Sold at £15.00 GBP.
• Insulated Frog Wine Bottle Insulated wine bottle made with 20% recycled steel, 500ml capacity, with a trackable tree planted in the customer's name. Available in Animal and Gray colours. Sold at £30.00 GBP.

Quantifiable outcome

• 1000+ customer reviews with 5-star average rating
• +1 more outcomes

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Three partnerships are on record, tiered core.

• Queer BritaincoreStrategic or Co-development Partner · 1 May 2022Madame F is the founding partner of the Madame F Queer Britain Art Award, launched May 2022. This partnership supports the UK's first LGBTQ+ museum. The winning artwork by LGBTQ+ artist Justin Kemp is showcased on the front of every Madame F bottle. The brand was created solely to support Queer Britain and the art award.
• Justin KempcoreOthers · 1 January 2021LGBTQ+ artist who won the inaugural Madame F Queer Britain Art Award in 2021. His artwork featuring 'Susy the Frog' is displayed on all Madame F wine labels, celebrating queer creativity and community resilience.
• ShopifycoreTechnology or IntegrationE-commerce platform powering the Madame F online store. Used for order processing, payment processing, and website functionality.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Virgin Wines: UK subscription and DTC wine retailer offering curated bottles direct to consumers. Comparable to Madame F on the online wine-retail channel and gifting use-case, though Virgin Wines relies on a subscription model and broader mainstream positioning.
• Laithwaites: UK-founded direct-to-consumer wine retailer with strong online presence. Comparable to Madame F through the DTC wine channel and customer base overlap, though Laithwaites offers a much broader range of wine styles without a single-cause brand positioning.
• The Wine Society: UK's largest consumer wine cooperative, selling wine exclusively to members online and through local networks. Comparable to Madame F as a UK online wine retailer with curated selection and direct-to-consumer browsing, but at a much larger scale and with a value/cellar-led positioning rather than identity-led.
• Berry Bros. & Rudd: Iconic UK fine wine and spirits merchant with online and physical retail. Comparable to Madame F as a UK wine retailer at the premium end of the market, though Berry Bros. & Rudd serves a more traditional, high-end connoisseur segment rather than a mission-driven consumer.
• Naked Wines: UK-based DTC wine retailer offering exclusive direct-to-consumer wine through an online platform. Comparable to Madame F as both operate online-only wine models targeting UK consumers, though Naked Wines is significantly larger and uses a crowd-funded model rather than a brand-led mission positioning.
• Majestic Wine: Leading UK wine and spirits retailer with both online and physical retail presence. Comparable to Madame F as a UK wine retailer catering to consumer end-market, but operates at larger scale with a broader assortment and traditional retail model.

Emerging players

• Slingsby Gin: UK craft gin brand sold online and through premium retail, with strong lifestyle/mission branding. Comparable to Madame F in its focus on premium, character-led alcoholic drinks with online DTC distribution and premium positioning, though Slingsby is positioned on place/craft heritage rather than social cause.
• Funkin Cocktails: UK-based pre-mixed cocktail and mixer brand sold through online and retail channels. Comparable to Madame F's cocktail line on product category (pre-mixed rum cocktails), ingredient quality focus, and UK market presence, though Funkin is primarily a mixer brand rather than canned finished cocktail.

Direct peers

• MOTH Drinks: UK premium canned cocktail brand sold through DTC and retail channels. Directly comparable to Madame F's Raspberry & Lime Rum Cocktail SKU on format (250ml cans), occasion (pre-mixed, on-the-go), and target consumer (premium, lifestyle-focused).

Regional players

• Honest Grapes: UK independent online wine merchant curating small-producer wines for direct-to-consumer delivery. Comparable to Madame F on the UK-only curated-wine DTC model and emphasis on quality over volume, though Honest Grapes focuses on organic/small-producer sourcing rather than a mission-driven identity.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/madamef_wine
• LinkedInlinkedin.com/company/madamef

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

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 Madame F Limited