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Author Kenaz Filan
Kenaz Filan
Updated on Aug 28th, 2023
Fact checked by Deborah Leigh

Naked Wines vs. Firstleaf 2023: Both Good but One is Better

Naked Wines and Firstleaf are 2 of America’s most popular wine delivery services. If you’ve been thinking about signing up for wine delivery, chances are these services are both on your short list. Both offer a great selection of bottles and member discounts, so it’s hard to choose a favorite!

I’ve done a careful study of both these services so you don’t have to. I looked into the selection of wines available from either service, as well as their shipping fees, customer service options, and more. I’ve taken into account the needs of both novice wine drinkers and seasoned connoisseurs and after careful deliberation, I’ve arrived at a conclusion.

Firstleaf gets my vote thanks to its slightly better prices and delivery options. But Naked Wines put up a valiant fight and would also be an excellent choice for wine lovers who know what they want and don’t want to be tied down to a subscription. Read on and see which one is right for you.

At a Glance: Who Won Each Category?

💲 Price:

Firstleaf ($7.49 per bottle)

🍷Wine List Variety:

Naked Wines

👍 Ordering and Delivery:


🙋 Customer Support:

It’s a tie

Wine List Variety

Winner: Naked Wines

Naked Wines offers you a greater number of selections, with nearly 400 to Firstleaf’s 250+. Neither service will leave you wanting for choice. Both offer many bottles from smaller wineries that you won’t find at your local wine retailer, and both offer excellent collections of varietals and wines from around the world for both seasoned and novice wine lovers. 

A screenshot of the Naked Wines customer rating system
Naked Wines Angels were very fond of these Argentine reds

Most Naked Wines bottles come from the United States, particularly California. But Naked Wines also offers a good selection of French, Italian, Spanish, Chilean, Australian, and other wines. You can filter by locations, varietals, color, price, and other factors. And Naked Wines also provides customer ratings, so you can see how other Angels felt about the wines they chose. 

The Maurico Gran Reserva Malbec pictured above is oak barrel aged for 12 months and has a smooth mouthfeel with strong notes of dark chocolate, vanilla, and juicy black plum with a peppery tinge. Mauricio Lorca, the winemaker, is an Angel-funded Argentine vintner who makes one of Naked Wine’s most popular Malbecs in Argentina’s Uco Valley. 

In addition to individual bottles, Naked Wines also offers a selection of selected cases. You can get red, white, or mixed bundles of 6 to 11 bottles, including a Sweet Tooth 6-pack that dessert wine lovers will adore. 

Screenshot of two Greek white wines from Firstleaf
If you like award-winning wines, you'll love Firstleaf

Firstleaf’s selection is more internationally focused, with most wines coming from foreign vineries. It also has more wines that have won awards at national and international competitions. While Naked Wines claims it offers 150 gold medal wines, most of Firstleaf’s wines have won multiple medals. 

The 2020 Meraklis Agiorgitiko pictured above won “Best of Class” and a rare Triple Gold Medal at the 2022 International Wine Competition. Greece’s red Agiorgitiko grapes compare favorably to Nebbiolo and Cabernet Sauvignon. The Meraklis has a velvety mouthfeel and complex fruity and earthy flavors but is a bit lighter and pairs wonderfully with Mediterranean cuisine. 

If you’re looking for a gift box of wine, Firstleaf has red, white, and rosé bundles, as well as regional boxes like its Sip Through Spain case. And if you aren’t sure what your recipient would like, you can order gift cards from $25 to $1100. 

Ordering, Delivery, Unboxing

Winner: Firstleaf

I give this round to Firstleaf partially for selfish reasons. While Naked Wines has a great selection, it doesn’t ship to my home state. I also think the Firstleaf quiz makes Firstleaf a better choice for novice users. Naked Wines lets you see what other buyers think of the current selections through its ratings. Firstleaf’s algorithm helps both you and Firstleaf learn what you fancy in wine. 

Screenshot from the Firstleaf quiz
Your Firstleaf journey begins with a few questions

Firstleaf makes it easy to discover and enjoy new wines. You start with a brief 13-question quiz that helps Firstleaf decide the flavor profiles and wine types you prefer. Then you decide whether you want a monthly, bimonthly, or quarterly delivery of 6 or 12 wines. 

After receiving your wines, you can rate each bottle. According to Firstleaf, after you rate just 3 wines, its recommendation accuracy soars to an impressive 98%. Firstleaf’s subscription service introduces you to new wines that are suited to your tastes, which helps you increase your wine knowledge with less risk of getting a bottle you don’t like.

Screenshot of the Naked Wines Angel page
Angels invest directly in wineries and get many privileges for their money

Naked Wines operates through an innovative Angel program. Members, or Angels, contribute $40 per month to support independent wineries and winemakers. This monthly contribution also provides credit that subscribers can use toward their future wine purchases. You choose the wines you want when you are ready and apply your Angel credit toward the cost of the order. 

Angels enjoy several exclusive benefits. These include access to special wines, discounts of up to 60% off the standard price, a complimentary bottle of wine every month, and invitations to online wine tasting events.

Shots of Firstleaf and Naked Wines wine boxes
Both Firstleaf and Naked Wines know how to ship wines safely

The packaging provided by both companies uses recyclable cardboard and protects your bottles through the journey without excessive plastics or unrecyclable padding. You can shop on either websites or download the Android or iOS apps to make selections, track deliveries, and manage your account. 

Naked Wines and Firstleaf both ship to Alaska and Hawaii. Firstleaf ships to every state, except Mississippi and Utah. Naked Wines adds Arkansas, Delaware, and New Jersey to its blocklist. Naked Wines uses WineShipping, a DTC wine shipper. Firstleaf sends its boxes via Federal Express and UPS. 

As with all wine shippers, there must be an adult over 21 available to sign for your package. If you will not be at home when your wine arrives, both Firstleaf and Naked Wines will deliver to offices or a local pickup location. 

Customer Support

Winner: It’s a tie

This section is too close to call, so I’m calling it a tie. Firstleaf and Naked Wines both offer their wine customers top-notch customer service and satisfaction guarantees.

A screenshot of Firstleaf's Concierge booking page
Got questions? Firstleaf's Wine Concierges have answers.

Firstleaf’s Wine Concierge service provides subscribers with direct access to wine experts. Its professionals help you deepen your understanding of your wine preferences and provide well-informed recommendations. This personalized service is especially beneficial for enhancing your subscription value, broadening your palate, and augmenting your knowledge of wines.

But your Wine Concierge can help you with other Firstleaf issues and inquiries as well. If you have questions about your order, the delivery process, the wine rating system, or anything else, the Firstleaf Member Experience team is available 7 days a week from 6 am to 5 pm PT. For immediate assistance after hours, Firstleaf offers a digital chatbot on its website. 

If you don’t like any bottle Firstleaf selected for you, Firstleaf credits you 100% of its price. This guarantee reflects the company's confidence in its wine selection process and its commitment to delivering a quality customer experience.

In addition to a wine concierge, Angel members can also access the Naked Wines message board. You can join various groups like "Naked Newbies," where you can chat, ask questions, and share experiences with like-minded individuals. You even have a chance to talk with Naked Wines employees and to ask participating winemakers for information about your bottle. 

Naked Wines also offers a 100% satisfaction guarantee. If you have a problem with any bottle, the company provides a refund without hesitation or unnecessary questioning. It’s a straightforward, uncomplicated refund process – and that’s something I always like to see. 

You can reach Naked Wines at 1-800-673-4718 from 6 am to 6 pm Pacific Monday through Friday. On weekends, the customer service phone team is available between 8 am to 5 pm. You can also use Live Chat from 9-5 Monday through Friday and from 8-5 on Saturdays and Sundays. Or you can send an email to chat@nakedwines.com, and somebody will get back to you shortly. 


Winner: Firstleaf

This was close, but in the long run, you’re likely to spend more at Naked Wines than Firstleaf. Both services are very reasonably priced for what they offer, but you’ll wind up paying a bit more at Naked Wines than at Firstleaf.

Naked Wines offers Angel members over 50 bottles under $15. Non-Angels buying a la carte will pay 40% to 60% more for these wines. Firstleaf has around 45 bottles that come in at that number, and non-subscribers will pay 30% extra, so shopping a la carte without a subscription will cost you a bit less. 

But all Firstleaf wines are under $40 for subscribers. The most expensive Naked Wines wine will cost an Angel member almost $70, and there are many $50+ wines offered. And a non-subscriber can easily pay $75 to over $100 for some of Naked Wines’ more expensive offerings. Splurging at the Firstleaf Wine Store will cost you considerably less than buying a premium bottle from Naked Wines. 

Firstleaf charges $14.95 shipping for a 6-bottle subscription box, which costs $90. You can order a $180 box of 12 bottles and get free shipping. Naked Wines charges $9.99 for shipping, and orders over $200 ship free. 

Naked Wines vs Firstleaf — Quick Overview

Naked Wines


Best for

People who support independent winemakers

Beginning to intermediate wine lovers

Starting price



Shipping cost

$9.99 (orders over $200 ship free)

$14.95 (12-bottle orders ship free)

Minimum order

6 bottles

6 bottles

Wine variety

400+ choices per month

250+ choices per month

Customer support

FAQ, phone, email, live chat

FAQ, phone, chat bot


$100 Off 12-pk for $69.99 Shipped

Get $100 off your first 3 boxes

And The Winner Is: Firstleaf

Firstleaf wins this very close match. Firstleaf is a bit less expensive, and its quiz and ratings system makes it the better choice for novices who want to expand their wine horizons. But Naked Wines certainly made a valiant showing, and both these services will bring a smile to a wine lover’s face. 

Both prioritize customer satisfaction and offer product guarantees, and both are on our list of the best wine delivery services. It comes down to whether you value a personalized experience with Firstleaf or the larger selection and winemaker support offered by Naked Wines. Whether you choose Firstleaf, Naked Wines, or another service on our list, you’ll get wines you love delivered to your doorstep. 


What is the Naked Wines Angel Program?

The Naked Wines Angel Program supports independent wineries and winemakers. Angels contribute $40 per month to support independent wineries and winemakers and get $40 credit toward future wine purchases, as well as wine discounts of up to 60% and a complimentary bottle every month.

What does the Firstleaf Wine Concierge do?

Firstleaf’s Wine Concierge service provides subscribers with informed recommendations based on their palate profile and past ratings. They can also help with other Firstleaf issues and inquiries, including questions about your order status or any delivery problems that may arise.

Are there any wine delivery services that ship to Alaska or Hawaii?

Both Firstleaf and Naked Wines offer shipment to Alaska and Hawaii. While most wine delivery services only send orders within the continental United States, these 2 services both offer Hawaiian and Alaskan delivery.

Our Top Pick for 2023
Get $100 off your first 3 boxes
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