Firstleaf

Founded in 2015 by Philip James, we are a personalized wine subscription service. We use our own technology and extensive data to curate wine shipments, matching bottles to each member’s taste profile. The process is simple: members answer a few questions, receive custom wines, and then refine their preferences by rating the wines they receive.

Our winemakers sample over 10,000 wines each year from across five continents and twelve countries to find the best bottles. We offer a vast selection, resulting in over 82 million possible wine combinations, and 98% of our monthly boxes are unique. Our wines have earned over 2,800 awards, with more than 300 bottles scoring over 90 points in competitions.

We serve almost one million people and stand behind our wines with a 100% satisfaction guarantee, giving credit for any bottle you don’t like. Members also receive tasting and pairing notes, plus access to our Wine Concierge team for consultations. Because we work directly with wine producers, members typically save at least 30% on club orders, and sometimes up to 60% off retail prices.

We believe wine is a personal experience, and our goal is to deliver selections that perfectly match individual tastes. We encourage endless exploration, constantly offering new wine experiences and discoveries.

Our service is built on two core promises: satisfaction guaranteed and exceptional value. If you don’t like a bottle, we’ll give you credit for it. We also work directly with wine producers to offer competitive pricing.

We combine the art of winemaking with data science, using our proprietary technology alongside the expertise of our winemakers to achieve this.

Our team consists of 51-200 employees. Firstleaf was founded by Philip James, an Oxford-educated chemist and seasoned wine industry professional.

Our operations rely on expert winemakers and a WSET-certified wine concierge team. We aim to take the guesswork out of wine selection while leaving all the adventure, fostering a culture of guided discovery and personalized experiences for our members.