Naked Wines is a direct-to-consumer online wine retailer and wine club with operations in the United Kingdom, United States, and Australia. Founded in 2008, the company has more than 700,000 members worldwide. It sells wine produced by independent winemakers and distributed exclusively through its platform. Customers, referred to as “Angels,” pay a monthly subscription that is used to fund winemakers in advance. In return, they receive access to wines through either curated monthly cases or individual purchases. Membership does not involve long-term contracts, and the company offers a credit-back guarantee on bottles customers are dissatisfied with.[1][2][3][4]
Naked Wines was founded in December 2008 in Norwich, United Kingdom, by Rowan Gormley, who had previously co-founded Virgin Wines. The model was launched during the global financial crisis, when some winemakers faced difficulties accessing finance. The company adopted a subscription model in which customers prepaid monthly in exchange for early access to wines.
Innovation and growth (2010–2013)
In March 2010, at the London International Wine Fair, Naked Wines introduced “Advance Bookings,” which offered discounts on wine ordered in advance. This later evolved into “Naked Marketplace” in 2011, allowing customers to bid on upcoming wines until minimum production volumes were met. By 2012–2013, the company reported having around 200 employees, 140,000 UK customers, and revenues of approximately £50 million. It also raised £6.4 million to support expansion into the US and Australia.[5][6][7]
Acquisition and restructuring (2015–2019)
On 10 April 2015, Naked Wines was acquired by Majestic Wine for up to £70 million, with Gormley appointed group CEO of the combined company.[16] In December 2019, Majestic’s retail operations were sold to Fortress Investment Group for £95 million. Majestic Wine PLC was renamed Naked Wines plc, and previous Majestic shareholders became the new owners. Gormley stepped down as CEO later that year.[8][9]
COVID-19 impact and expansion (2020–2024)
During the COVID-19 pandemic, Naked Wines reported a 68% increase in sales in 2020, with US revenue reaching £161 million (48% of total revenue) and overall sales of £340 million, although the company also reported a pre-tax loss of £10.7 million due to acquisition costs.[10] In the 2023 fiscal year, Naked Wines stated it had more than 723,000 members across the UK, US, and Australia, with wines from 299 independent winemakers in 23 countries. In July 2024, the company secured a $60 million credit facility to support liquidity.
In April 2024, Rodrigo Maza was appointed CEO.[11]
Business model
Naked Wines operates a subscription-based, direct-to-consumer model in which monthly customer payments are used to support independent winemakers. These funds are applied to production costs, with the company managing distribution, marketing, and compliance. Winemakers retain their own branding and have contractual arrangements that reduce some financial risks.[12]
Customers have access to exclusive wines and online community features such as reviews and ratings. Naked Wines has claimed its model provides savings of up to 33% compared to traditional retail, though some commentators note direct comparisons are difficult because the wines are not available elsewhere. Analysts have described the company’s competitive position as reliant on scale, customer data, and network effects.[13][14]
Advertising campaigns
UK
In June 2022, Naked Wines launched its first television advertising campaign under the platform “It’s time for better wine,” which highlighted independent winemakers and the company’s funding model.[15][16][17]
Australia
Ahead of the 2025 federal election, Naked Wines ran the campaign “A Party Without the Politics,” developed with agency SuperMassive and featuring comedian Matt Okine.[18] It was promoted through outdoor advertising, cinema, radio, print, and social media, and focused on customer engagement. At the time, Naked Wines reported it worked with 57 Australian winemakers and served about 90,000 members.[19]
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