I tested the big wine subscriptions and one beat the rest by miles
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Wine subscriptions are more popular than ever, but the value and quality vary. I tested the biggest names to see which ones are worth your money and which offer the best bottles.
Wine subscriptions have exploded this year, partly because many of us are tired of supermarket aisles and want something a bit more curated. I’ve tested several over the past few months, and what surprised me most was how different each service feels in practice. They may all promise convenience and discovery, but the quality of the bottles, the value for money and the way each company manages its customer experience vary far more than you might expect.
There are four big players I think are worth considering. Laithwaites stands out as my personal top pick thanks to the consistently strong bottles in its quarterly cases and the sheer gift-worthy feel of its deliveries. Naked Wines offers the most interesting backstory, with a model built around supporting independent winemakers, while British Airways’ Wine Flyer and Virgin Wines’ Discovery Club lean into flexibility and rewards in very different ways. All four operate at different price points and suit different types of drinkers.
Below, I’ve broken down the key pros, cons, pricing notes and overall impressions of each service to help you find the one that fits your taste, your budget or the person you are buying for. Whether you want to learn more about wine, stock up for Christmas or simply upgrade your weeknight bottles, the differences between these subscriptions become clear once you look closely at what each one actually delivers.
High quality bottles with strong gifting appeal
Fewer customisation options compared to some rivals
Laithwaites has carved out a strong niche in the wine subscription space by keeping things simple and genuinely premium. Its most popular option, the four times £60 Mixed Wine Cases, sends six bottles every quarter. Each drop arrives with a mix of easy drinking reds, crisp whites and seasonal choices that feel considered rather than gimmicky. There is also an all red version for those who prefer richer, fuller flavours. For a more elevated feel, the Fine Wine Trios subscription starts at four times £55 and delivers three higher tier bottles designed for people who enjoy something a bit more special. Across the range, the focus is on quality, reliable delivery and gift friendly presentation.
Strong flexibility with previews, swaps and a satisfaction guarantee
Less appealing for experienced drinkers who want niche or high-end bottles
The Virgin Wines Discovery Club is aimed squarely at people who want to broaden their wine knowledge without any pressure or pretension. Every three months, members receive a twelve-bottle case that can be mixed, all red or all white, and the real strength is the flexibility. You can preview the case, swap out anything you’re unsure about and rely on a genuine satisfaction guarantee if a bottle misses the mark. Each delivery comes with tasting notes, food pairing tips and background on the wineries, which makes it easy to learn as you go. Members can rate wines online, save favourites and reorder with a discount. For novices or curious drinkers, it offers solid value and an enjoyable, guided way to explore.
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Supports independent winemakers and offers strong value per bottle
Ranges can rotate quickly, so favourite bottles may sell out
Naked Wines stands out by backing small, independent winemakers and passing the savings directly to customers. New subscribers often get generous introductory offers, including money off larger mixed cases that showcase a wide range of styles. The focus is on discovery, with winemakers sharing updates and stories that give the whole experience more personality. The subscription model means members can explore reds, whites and sparkling wines that feel a step up from routine supermarket picks. Seasonal collections, including Christmas selections, tend to offer some of the best value, often with a few surprise extras. Detailed tasting notes and customer reviews make choosing a case easy, and the satisfaction guarantee removes the risk for people who are still learning what they like. Introductory cases from around £75.
Excellent delivery service and strong customer support
Poor Avios value compared to flight redemptions
I signed up to The Wine Flyer while setting up my Avios account for a long-planned holiday, and it immediately became an easy way to build points. The service itself is slick, with fast delivery and helpful customer support that consistently scores well with subscribers. Ordering is straightforward and there are regular bonus Avios offers that make the subscription feel more rewarding. The mixed feedback tends to be around the wine quality and pricing. Some bottles are decent, but others feel expensive for what you get, especially if you are paying cash rather than points. Cases average around £130. Points experts also agree that Avios are usually worth far more when spent on flights. As a convenient top-up for points collectors, however, it does the job.