Firstleaf Wine Club Review 2023: A Customer-Centric Experience

Firstleaf offers an algorithm-based wine subscription service that matches your wine preferences from the various wines you try, offering a personalized tasting experience.

The club focuses on customers’ feedback to customize each package to the palate of every individual. With over 700+ awards, Firstleaf offers award-winning international and domestic wines directly to customers at affordable prices.

This Firstleaf wine club review provides the essential details to help you decide if it’s the right fit for you, including membership plans and benefits, wines, policies, who should join, and consumer feedback, among others.

Let’s get started.

Firstleaf Club Overview

Quality of wine
Price of wine
Wine curation
Satisfaction guarantee
Customer Service
Wine Education


  • Offers multiple selections of grapes and wine regions
  • Wines come with a 100% satisfaction guarantee
  • An affordable wine subscription that comes with a personalized experience
  • A solid introductory offer
  • Allows consumers to choose shipment period; Every one, two, or three months
  • Offers top-notch customer service
  • Offers designed wine cards on the tasting notes, wine profile, food pairings, and wine regions


  • The algorithm may take time to learn and match what you like. The thumbs up and thumbs down ratings may not be so helpful
  • Allows only six swaps per shipment unless you are making a custom order based on the limited selection in the online store


What is Firstleaf Wine Club

What is Firstleaf Wine Club

Firstleaf is a personalized wine subscription service started in 2016 by Philip James, who sought to provide exquisite wines from notable wine regions at affordable costs.

This wine club comes with a wide range of fine award-winning wines from international and domestic wineries and focuses on matching the consumers to their wine preferences.

Firstleaf collaborates with wine industries directly, cutting out the middleman, offering reduced prices to members up to 60% off the average retail prices.

It samples over 10,000 wines annually to provide the best to the consumers. And only less than 2% of the wines they taste around the globe make the cut. Thus you are assured of high-quality wines.

The club uses an algorithm-based system that gathers information on the consumers’ preferences and uses the data to suggest wines based on your palate.

Besides, Firstleaf offers monthly, bi-monthly, or quarterly shipments at relatively fair prices- $13.33 per bottle for members. In addition, when you subscribe, you receive a 6-bottle shipment of recommended wines monthly.

For the new individuals, Firstleaf offers an introductory offer of the six wines for $39.95. After the subscription, it costs $90 for six wines plus shipping.

How to Join Firstleaf Wine Club

Firstleaf offers a personalized service. There is a wine quiz that you should take indicating your preferences to create a wine profile that matches you to wines that you like to drink.

Here are some easy steps to join:

  • Go on the website and take the short quiz

You are first required to answer 9 questions on the homepage about your wine preferences. The first questions include“Do you like red, white or a mix?”, “How sweet do you like your wine” followed by a series of questions on your flavor preferences, types of foods you like and how many bottles you consume in a month.

  • The results will match you to a set of 6 bottles of wines that match your preferences with details on awards, notes, region, retail price, club price and the introductory offer.
  • Click on get wines now and then fill up on the account and billing information to complete the order
  • After receiving the order, you can log back into your account and review the wines right away to help the algorithm pick your preferred wines for the next delivery

Below are some screenshots of how I answered some of the questions and the wines that matched my preferences.

Firstleaf short quiz 1
Firstleaf short quiz 2

These were the wines in my introductory pack:

Firstleaf introductory pack
  1. Erste While -2020 Pinot Grigio from California
  2. Every Cloud -2019 Sauvignon Blanc from Monterey County, California
  3. Wisdom Point -2020 Viognier from Western Cape, South Africa
  4. Scissor Kick Cellars -2019 Cabernet Sauvignon from South Australia, Australia
  5. Acadine – Cabernet Sauvignon from California
  6. Don Ercilla – 2019 Merlot-Cabernet Sauvignon from Maule Valley DO, Chile

If you do not prefer the recommendations made, you can swap up to six bottles per shipment. The algorithm will choose another suitable pack.

To help the algorithm improve your recommendations, you should rate the wines you receive. However, the options are limited; it’s either thumbs up or thumbs down. This may result in a narrow band of recommendations of wines you enjoy.

The good news, Firstleaf have two features that can resolve the minor issue.

  • Get a custom order

You don’t have to rely on their algorithm; you can do it yourself. Firstleaf offers Firstleaf Exclusives that you can personally choose, and once in the cart, the price adjusts to match the member pricing of $13.33 per bottle. But, the selection is limited compared to what the algorithm matches in the regular membership.

  • Consult a professional concierge

Firstleaf offers free professional help if you feel that you are not getting the best matches. But first, you need to get online and book an appointment with one of the concierges to discuss your algorithm or wine suggestions. They can change your settings on their end to improve your recommendations. Besides, you can also check with them on account review or maintenance checks.

Key Details of Firstleaf Wine Club

Here are some important Firstleaf’s details.

Wine Club Plan $ Membership Benefits

When you place your introductory offer, you are automatically put under future shipments. However, you can always cancel at any time.

The introductory shipment goes for $39.95 for 6 bottles. After that, you will receive 6 bottles for $80 plus $10 shipping automatically every one, two or three months. But, you can choose another delivery date.

Later on, you can sign up for 12 bottles for $160 plus free shipping.

If you did not enjoy some wines, Firstleaf offers a full money-back guarantee to the customers. Besides, this wine club takes its time to educate buyers about wine. With every shipment, you get wine cards that indicate the wine profile and background information on the wine region.

Other membership benefits include professional concierge service, no hidden costs on cancellation, and special discounts for members.

Wine Selection and Brands

Firstleaf Wine Selection and Brands

Firstleaf prides itself in a winemaking team that travels the whole world to test high-quality wines. They work closely with both domestic and international wineries and winemakers, sampling over 10,000 wines annually. As a result, only about 2% of the wines reach members, while most are award-winning wines. Their wines have won over 2000 awards.

Nevertheless, Firstleaf is designed with the customer in mind.  Through their algorithm, they narrow down the customer preferences to match their palate. The wines sent to you match your tastes and likes, not those selected by the winemakers. The personalized selections allow the customer to swap wines they do not like. This aspect stands out.

Since the wines are sourced directly from the vineyards, customers enjoy top-notch wines at affordable pricing. In addition, Firstleaf finishing and bottling are done in California.

Wine Education

Firstleaf Wine Education

Firstleaf wine club teaches new customers about the wines they like. They provide wine cards on wine regions, tasting notes, wine profiles, and foods that go well with wines.

The wine profile describes the wine’s sweetness, body, tannin, acidity and sweetness.

They also have professional wine concierges that help with personalized wine selection, future shipments, and meal pairing.

And not to mention, they have an online school that is available to all customers with articles and videos on the best wine regions, grape types, and wine guides. So if you want to boost up your wine knowledge, Firstleaf wine school is a good start.

Gift Option

Firstleaf Gift Option

Firstleaf offers an excellent e-gift card directly on the website, ranging from $25 to $200. When your purchase a gift card, it will be sent directly to the recipient email of your choice. However, if you wish to give the gift later, it is sent to your email, and you can forward it at your convenience.

The gift card lets your loved ones enjoy award-winning wines through purchasing individual bottles or through regular wine club shipments.

Note: Gift cards are non-refundable.

Cancellation Policy

Canceling your membership is easy, free, and a click away.

If you wish to cancel your Firstleaf membership, visit the website and on the settings tab, click unsubscribe, sign in and follow the instructions.

Shipping & Delivery

Firstleaf currently ships to 45 states in the United States. However, due to regulations, they cannot ship to the following states Utah, Alaska, Hawaii, Mississippi, and Alabama.

As of May 15, 2021, state regulations allowed wineries to ship to Alabama from August 2021.

All packages are shipped via FedEx and UPS at $9.95 per order.

Delivery Times

Your orders are typically processed within 24 hours after you make an order. All shipments will take roughly 3-5 days to reach you. Due to state regulations, orders to Arkansas, New Jersey, and Delaware will take about 5 days to arrive.

All orders are shipped from their Napa warehouse.

If your order is returned because there was no person to collect it or it was refused, you should contact Firstleaf to reship them or for a refund. All refused shipments returned attract a $20 restocking fee.

If you are not available for home delivery, you can choose the order to be held in either UPS or FedEx holding locations.

Can You Swap Wines/Hold in Your Shipment

Firstleaf allows full customization by customers. You can edit your preferences, swap wines and even change the shipping dates.

You can swap your wines in the following steps.

  • Log in to your account
  • Click on the My Club tab
  • Tap on the Swap bottle to the right of the wine you would like to change
  • Then click on the Swap This Wine prompt to confirm

If you would like to make a customer order, ensure to reschedule the shipment so that your club order does not process automatically. You can also delay your order on the Edit tab.

How to File A Damage Claim

In case of a damaged order, email Firstleaf at [email protected] within 30 days of delivery.

You will be required to send in photos of the bottle and the label on the box to assess the damages. After that, the Firstleaf team will either reship your order or refund the credit on your Firstleaf account.

Is Firstleaf Wine Club Right For You?

Firstleaf offers an opportunity to try new and award-winning wines from notable regions. And getting the wine directly from Firstleaf saves you costs and allows you to make preferred changes in delivery dates, shipment and wines.

Besides, you cancel at any time without hiccups. So Firstleaf is worth trying out.

Firstleaf Wine Club Real Customer Reviews

Generally, Firstleaf wine club has received many positive reviews. Many customers were impressed with the affordable pricing, presentation of the wines-body, sweetness, acidity, tannin and fruitiness level of each wine, degree of personalization, customer service and convenience.

However, some customers were dissatisfied with the customer service.

Here is what some customers had to say.

“So I got my first order of @firstleafwineclub intro order! Got to say I’m impressed by the calibre of wine I got.”

“All good. The wines are varied and tasty. The delivery is easy and well packed. In several years as a monthly member, I have had only one minor issue, and the company quickly resolved it. Great communication and customer service.”

“Firstleaf has been a good experience. I have only been a member for about 6 months, and so far, all good. I think some of the wines are overpriced as I look up every wine I receive. But, they do honor their guarantee, and that says a lot about a company. The variety of wines is awesome and gives us a chance to try wines from all over the world. I will continue to order as needed and like the ability to delay shipments when needed. Thanks, Firstleaf!”

“Worst customer service. I ordered on 11/29 and was told wine would be delivered on 12/1. It never came, and tracking shows FedEx hasn’t received my box. On 12/3, I was told my wine would be delivered on 12/1! So, I guess they’ve developed a time machine. The rep couldn’t tell me where my order was or if/when I would receive it. His only solution was to cancel my order and membership. Fine with me. But, seriously, that’s not good or appropriate customer service and satisfaction at all. Good riddance.”

Who Should Join Firstleaf

Firstleaf is recommended for anyone who loves to try high-quality wines at an affordable price.  If you are an adventurous wine drinker, you get to enjoy a broader selection of wine and explore wine styles, grapes and regions at just $13.33 per bottle.

Besides, it is quite a great point to start, especially if you don’t know what you like. With an overall rating of thumbs up or down, Firstleaf gets to give new wine drinkers a chance to indicate whether they like or don’t like a particular wine and get matched with what they want each time.

It gives members a chance to learn about wine from grapes, regions, flavor profiles and wine characteristics.

This wine club is very appealing to people looking to try more Canadian, rose and white wines.

Who Should Not Join Firstleaf

Firstleaf is not suitable if you take wine less than once a month. Unfortunately, this means that you will not finish your previous wine shipment in time before delivery, leaving you with a pile of unused bottles at home.

In addition, if you are looking for wines from a specific winery, Firstleaf will not work for you. Instead, it offers various wines from different vineyards around the world, both domestic and international wines.

Firstleaf offers you personalized service, and you are given the option of changing your preferences. However, their wine reviews-thumbs up or down is quite limited. If you don’t select one, the algorithm interprets that you neither love nor hate it. This little information in the algorithm may result in a narrow range of recommendations of wines that you may like. On the other hand, if you love more variety, the algorithm may not know.

Alternative Wine Clubs

There are various alternatives to Firstleaf wine club, but a few are customer-centric and offer a 100% money-back guarantee.

Naked wines is another favorite wine club that offers a wide variety of wines to choose from. Unlike the Firstleaf wine club, it has a one-time purchase and allows the members to select wines they want from the extensive rating and filtering system based on grape type, region and type of wine. Also, their wines are handmade in small batches by independent winemakers, and they offer a monthly gift bottle to Angel Deal members as a thank you.

Another alternative is Winc wine club, which offers a personalized tasting profile delivering 4 bottles of wine monthly and mainly specializes in Californian wines. Besides, it offers free shipping and an additional 10% off for all 12 bottles or more orders.

Bright Cellars stands out due to their delight guarantee-it replaces every bottle of wine you don’t like free of charge. They also have a more detailed personalization process and more superior wines compared to the Firstleaf wine club.


Firstleaf is an excellent wine club if you are looking to enjoy high-quality wines at affordable prices. They have a wide variety of excellent award-winning wines that they match to give you a personalized palate.

They directly partner with wineries, cutting out the middlemen and offering significant savings to the customer. Their 100% satisfaction guarantee and high-quality wines are worth giving it a try.

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