Penrose Hill - now known as Firstleaf - is transforming the wine market by empowering consumers to experience wine in a whole new way: theirs. Our flexible subscription-based service model customizes wine shipments according to the individual member's taste, schedule, and budget. Our algorithm constantly refines our wine recommendations based on the ratings of our members, who control which wines they get, how much, and how often. By eliminating the middleman and dealing directly with the world's finest wineries, we are able to bring our members an exclusive selection of outstanding small-batch wines at significant savings.