The best wine subscription services (popularly known as “wine clubs”) allow wine enthusiasts of all knowledge levels to learn about and try new wines without setting foot in a store. We dug through a crowded market of online options to find and evaluate several clubs, identifying two winners. Wine Folly Club offers monthly deliveries of sommelier-selected wines accompanied by in-depth educational videos. The Wine Access Discovery Club delivers sommelier-chosen wines quarterly. Both companies transparently source high-quality wines, deliver top-notch wine education resources, and provide responsive and efficient customer service. Both would make great gifts for a loved one or for yourself.
Wine subscription services are designed to bring the wide world of wine right to your doorstep. They’re meant to eliminate the hassle (and potential intimidation) of buying wine in person. Subscribers sign up online and can usually customize shipments by the types of wines (red, white, or mixed) or number of bottles. Most clubs deliver monthly, while a few ship every two months or quarterly. Many subscriptions allow users to pause and restart shipments. Some clubs conveniently let subscribers choose their exact shipping dates.
We focused our review on clubs that ship to large portions of the country and offer a wide selection of wines. We included popular subscription services and clubs our readers have asked us about. We were looking for clubs that strive for transparency in sourcing (more on this later) and make it their mission to educate and excite subscribers by expertly selecting wines and shipping them thoughtfully. We received one shipment from each club, and we worked with sommeliers Maryse Chevriere (author of Grasping the Grape [2019]) and Lauren Friel (owner of Rebel Rebel, a James Beard Award–winning wine bar in Somerville, Massachusetts) to taste and evaluate the included wines.
What to Look For
- Sommelier-Selected Wines: Our favorite subscription services were run by wine experts, many of whom were sommeliers certified by the Court of Master Sommeliers. These experts were responsible for sampling and selecting the wines in each shipment, which helped assure us that we were tasting and learning about high-quality wines. Sommelier-selected wines generally fared better in our expert tasting and were accompanied by more extensive educational information.
- Transparently Sourced Wines with Clear Labeling: We preferred clubs that told us exactly where the wines came from. This transparency allowed us to learn more about specific wine-producing regions and individual vineyards, which informed our opinions when buying wine outside the subscriptions. Many clubs show photos of their wines on their sites, which can help potential customers seek out wines with labels displaying ample information about vintages, vineyards, and grape varietals.
- Responsive Customer Service: The best clubs employed customer service representatives who were responsive, efficient, and enjoyable to interact with. They answered our questions and helped solve our problems quickly and politely. For example, top-performing clubs provided prompt, extensive advice about storing and serving the wine when we emailed or called them.
- Well-Crafted Educational Resources: Whether printed and included in the physical shipments or posted online, educational materials about the wines we were tasting helped expand our knowledge. Our winners offered full brochures with extensive information or a suite of videos devoted to each box.
- Thoughtful Shipping Policies: Shipping wine can be difficult due to weather conditions and state and local regulations (see “State-Specific Shipping Restrictions” below). Our favorite clubs monitored local weather and held shipments back to ensure wines wouldn’t be delivered in extreme temperatures. They also clearly and proactively communicated shipping information, including any delays or tracking numbers.
What to Avoid
- Algorithmic Quizzes: We were mostly unimpressed with clubs that selected our wines based on results from algorithmic quizzes focused on different flavor preferences. They were impersonal and generic, and we felt that they disguised a fairly rote, anonymized selection process behind a robotic facade of attentiveness. Wines selected by these algorithms tended to fare slightly worse among our expert tasters.
- Wines of Questionable Origin: A few clubs didn’t provide much information about where (or sometimes when) their wines were produced, which can be common among private-label wine distributors (see “Private Labels” below). These wines’ labels usually provided sparse or vague information. This lack of clarity doesn’t always mean that a wine is of low quality—it just makes it difficult to learn more about the local environmental factors (known as “terroir”) that affect its flavor. Vague labeling also makes it difficult to translate any knowledge gained from a club into useful know-how for buying wine in-person.
- Slow or Unresponsive Customer Service: We disliked clubs that took more than 24 hours to answer our questions or made it difficult to pause shipments and cancel subscriptions.
- Sparse Educational Materials: Part of the allure of a wine subscription is the opportunity to learn more about the wine you’re tasting. Clubs with mediocre educational resources consisting only of a few short descriptive sentences missed this opportunity. We think your money is better spent on a club committed to broadening your wine horizons with engaging educational materials.
Other Considerations
- Private Labels: While many wines are sold under the labels of the vineyards that produced them, some grapes, juices, or even fully produced wines are bought by middlemen-style wine merchants (traditionally known as négociants). These merchants produce, bottle, or sell their own wines under private labels. Private labeling can help vineyards offload excess inventory and stay afloat financially, but it can make a wine’s origins difficult to trace. Private labeling also makes it easier for négociants to change the wines while retaining the same labels, which means quality may vary more than conventionally sold wines. Many wine clubs we reviewed, including Firstleaf, Bright Cellars, and Winc, operate as modern-day négociants selling private-label wine. This isn’t necessarily bad; we enjoyed many of their wines. But private labeling makes it more difficult to learn about wine, and the overwhelming majority of wines offered by these clubs aren’t available elsewhere.
One of the best ways to learn more about wine is to read the information on a bottle’s label. Our favorite clubs sold wines with labels that told a clear story of where and when they were produced, allowing us to learn more about a particular region’s terroir. Wines with unclear or vague labels often indicated that they were private label wines. For example, La Belle France’s label (left) indicates that it is a Bordeaux, but doesn’t inform the purchaser about where specifically it was produced. The Chateau Gardat label (right) provides more extensive information.
- State-Specific Shipping Restrictions: Many states, including Utah and Alabama, don’t allow winesellers to ship alcohol directly to consumers. State laws can vary based on whether the wines are imported from outside the United States, as well as where they’re being shipped from. Our favorite clubs shipped to at least 42 states, and there is an ongoing legislative effort in many states to expand alcohol shipping laws. Every service required deliveries to be received and signed for by someone who was at least 21 years of age, no matter the state—so it can be more convenient to ship to a brick-and-mortar location or office to ensure a successful delivery.
The Tests:
- Sign up for clubs, taking algorithmic quizzes to decide on wine selections where applicable
- Interact with customer service representatives via phone and email to schedule wine deliveries, where applicable, noting if services take local weather conditions and other shipping factors into account
- Receive, unbox, and store wine according to companies’ temperature recommendations
- Open and taste wines, gathering tasting notes from sommeliers and additional tasters
- Evaluate the quality of accompanying educational materials (both printed and digital)
- Explore each company’s online options for keeping track of each shipment’s tasting notes, purchasing extra wines, and customizing future shipments
- Note how easy it is to cancel each subscription
How We Rated
- Wine Quality: We compiled tasting notes and ratings from all tasters (including sommeliers), who used the Wine & Spirit Education Trust Systematic Guide to Tasting to guide and organize their thoughts.
- Customer Experience: We noted how efficiently and clearly each company’s customer service representatives responded to general inquiries and requests to pause, reschedule, or cancel shipments.
- Educational Resources: We evaluated each service’s educational materials (both printed and digital), taking into account how informative, well-designed, and engaging they were.