Naked Wines head over the Pond….
I find myself sitting in the San Francisco departure lounge reflecting on 4 days spent tasting many wines in Napa Valley and Sonoma Valley. I came over as a guest of Naked Wines to help them locate new winemakers and wines to offer to their customers in the UK as well as in the US when they shortly launch their US website.
I’ve accompanied members of staff, a few of their winemakers and some of their most vocal and loyal customers as we’ve travelled throughout Napa and Sonoma, tasting as we went. In the interests of full disclosure the trip was paid for by Naked Wines but they’ve not asked me to write this article or indeed mention the trip once. This is me talking…
It’s worth taking a step back at this point to mention why Naked Wines have ended up stateside in the first place. UK based wine buyers will be familiar with the current state of exported American wines which tend to be low end mass produced rubbish or prohibitively expensive high end wine which looks suspiciously over priced.
Being here has allowed me to understand the US wine model a little better which is perfectly set up to make a low priced wine ridiculously expensive. A cheap bottle of wine can very quickly find itself priced much higher once the various players in the Californian wine scene take their cut, be it suppliers, distributors, retailers with distributors or retailers all of whom add on average 33% to the cost from the previous stage. It’s a system that loosely originated following prohibition and somehow has managed to survive to this day. When you add the ridiculous level of duty on wine in the UK it’s enough to make you weep into your overpriced Cab Sauv.
Rowan Gormley, the founder of Naked Wines, has this crooked system firmly in his sights. Rowan explained to me that by funding winemakers up front through the existing Naked Wines model they can work with these winemakers to produce wines, which by then will already have been “bought” by Naked Wines for onward sales to their customers. The various layers of the existing system will be bypassed and UK wine buyers will find themselves with a new supply of exciting Californian wine. Naked Wines are even investing in a winery where their winemakers can make the wine, adding further cost savings in the process.
The quality of winemakers that Naked are working with should keep most cynics quiet. Names such as Ken Deis, Randall Grahm, Christina Pallmann and Jason Moore are signed up and ready to get to work. Robin Langton, an English winemaker based in California who counts Patz and Hall as a former employer is also making wines for Naked as well as acting as a consultant and point of contact for the winemakers in the network. Robin will be based at Naked’s winery and having tasted some of his wines he’s clearly a very safe pair of hands.
We tasted around 60 wines on the trip with feedback being provided at the end in the way of a vote as to which wines we thought should come to the UK first. I won’t say what the result was but the final list made for very good reading indeed.
It’s not just the UK that Naked Wines are focused on. They’ll be opening American and Australian websites in the same way they’ve done in the UK. American wine buyers will be able to buy wines from the same winemakers that Naked are using for their UK customers. It’s all go…. Soon American and Australian customers will have a new website to buy their wine from and most likely, a website very different to anything they’ve seen before.
I’m confident these wines will go down well with Naked Wines’ existing customers. I just hope the rest of the wine community receives this new initiative well. Naked Wines get a hard time from the snootier corners of the wine world which frankly they don’t deserve. Their detractors are quick to cast them off as being naff or a con but if they bothered to talk to customers and the winemakers signed up to Naked Wines they’d soon see their arguments completely undermined. They need to be judged for what they are: a young and dynamic wine retailer who encourage interaction between winemakers and staff in a way that no-one else can match. They’re not trying to be the next Berry Bros and shouldn’t be judged as if they are.
I’ve spent time in the past few months with two of Naked Wines’ winemakers (Stephen de Wet in South Africa and Ryan O’Connell in the Languedoc) both of whom love working with Naked Wines and interacting with their customers. Working with Naked Wines has changed their lives dramatically. The winemakers in the US seem just as keen. They deserve to be taken seriously as a wine retailer.
In the meantime I’m going to sit back and wait for the wines I rated in Napa to hit Naked Wines’ cyber shelves in the near future at very competitive prices for the UK market. There are some cracking wines on their way and I for one am ready and waiting….















