Naked Wines

Last updated

Naked Wines
Company typeRetail
Industry Wine
Founded2008
Founder Rowan Gormley
Headquarters,
Website www.nakedwines.com

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]

Contents

History

Foundation (2008)

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]

See also

References

  1. Waller, Martin (29 November 2008). "It is real business, with sales, products and profits, but done in the best possible taste". London: Times Online. Archived from the original on 12 June 2011. Retrieved 4 March 2009.
  2. "Naked Wines founder follows his nose to simplify trade". The Telegraph. London. 21 April 2009. Retrieved 11 August 2009.
  3. Lyons, Will (2 October 2013). "WSJ". Wall Street Journal. Retrieved 28 March 2018 via online.wsj.com.
  4. Jan Kamps, Haje (13 August 2021). "The Story of Naked Wines". Tech Crunch.
  5. "Naked Wines offers customers cut price wine by paying producers upfront". harpers. 2010. Archived from the original on 2 April 2010. Retrieved 14 July 2010.
  6. "Naked Wines founder Rowan Gormley on his "wine venture capital" business, which funds independent winemakers and cuts out the middleman for consumers". growingbusiness.co.uk. 2010. Archived from the original on 27 December 2010. Retrieved 14 July 2010.
  7. Hurley, James (15 June 2010). "Wine site's naked ambition frustrated by disbelieving suppliers". The Telegraph. London. Retrieved 14 July 2010.
  8. "Majestic swoops on Naked Wines in turnround bid". Financial Times. Retrieved 2 January 2023.
  9. "Majestic Wine sale completes as retailer plots growth". 12 December 2019.
  10. "Naked Wines PLC - Investors - Share Price Feed and Tools".
  11. "Appointment of Rodrigo Maza as CEO". Naked Wines Plc. 2 April 2024. Retrieved 4 July 2024.
  12. "The rise of no-name designers". The Economist. Retrieved 28 March 2018.
  13. Hanson, Dana (2018). "20 Things You Didn't Know About Naked Wines". Money Inc.
  14. "Naked Wines Review 2021: Our Wine Experts Honest Opinion". Bestwineclub.com.
  15. "Naked Wines Debuts TV Ad With Goodstuff". creative.salon. Retrieved 18 August 2025.
  16. "Naked Wines to launch first-ever TV ad campaign - Marketing Beat". 6 June 2022. Retrieved 18 August 2025.
  17. Britner, Lucy (6 June 2022). "Naked Wines airs debut TV ad - Drinks Retailing". Drinks Retailing - Championing the off-trade since 1863. Retrieved 18 August 2025.
  18. McNamara, Lauren (2 May 2025). "Naked Wines launches 'a party without the politics' via Supermassive". Mumbrella. Retrieved 18 August 2025.
  19. Cerovic, Oliver (1 May 2025). ""Party Without Politics" With Naked Wines New 'After Party' Campaign, Via Supermassive". B&T. Retrieved 18 August 2025.