Bright Cellars vs Picked by

Not sure which personalized wine subscription you want to join? This page compares Bright Cellars and Picked by side-by-side using my detailed ratings system. The ratings are based on my experiences with each club — including tasting the wine over multiple shipments.

Which is better, Bright Cellars or Picked by

On every level Picked by is far superior to Bright Cellars. At Picked the personalization is handled by a human being who gets to know your preferences, the range of wine available to you is much greater, and you can choose a price point which works for you. See why.

What are the key differences between Bright Cellars and Picked by

The biggest differences between Bright Cellars and Picked by are: Cost per shipment, Satisfaction guarantee, Number of bottles per shipment, Quality of wine, Price of wine, Educational materials, Convenience features, Giftworthiness

What are the key similarities between Bright Cellars and Picked by

Bright Cellars and Picked by are quite similar in these areas:

FYI: I find great wine deals so you don’t have to. To keep me on the hunt, I earn a commission when you buy wine based on my recommendations.

Bright Cellars

Bright Cellars Wine Club

Picked by

Picked by
Do they ship to you?
Overall rating
This rating reflects all of the wine club elements below and is weighted for personalized wine clubs.
Bright Cellars Picked by
2.7 stars 5 stars
Wine styles
Choose any: Red, white, or mixed Choose any: Red, white, or a mix
Wine regions
A selection from around the world, you don’t pick Choose wine from around the world
What to know
Bright Cellars is an algorithm-based personalized wine club where you have limited ability to intervene in the selection. Their point system is designed to say how good of a match a wine is for your palate.

Their customer service has always been excellent and friendly. You can work with them to apply some limits to your matches (for example, "never send me Merlot.").

I wasn’t impressed with any of the wines I received and compared to other personalized wine clubs, the wine is too expensive for what you get. The membership seems overly focused on beginning wine drinkers and doesn’t accommodate more experienced wine lovers very well.
Picked by is a unique personalized wine subscription in that every bottle you receive is handpicked just for you by a human sommelier, not an algorithm. has been sitting out the wine subscription business for almost a decade, but when they came back in, they created a thoughtful, human-led product designed for wine lovers, not just wine drinkers.

I’d like to see options for bigger (and smaller) shipments, options which include rosé and sparkling wines, and options to spend more than an average of $40 per bottle.
Best wine clubs
The editorial lists where I include this wine club and its ranking on that list.
Bright Cellars Picked by
This wine club is not on any lists

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A Personalized Wine Subscription

Personalization Rating
This rating reflects the degree of personalization available, not how well I think they do at matching wines to my taste preferences. Why? Each service requires a number of shipments before they hone in on your tastes (usually at least 3 shipments) and the quality of the personalization is, well, personal. Some services might be really good at your tasting profile but terrible at mine (and vice versa). This is why I don’t rate the ability of wine clubs to personalize your selection, rather I share my own experiences and let you be the judge.
Bright Cellars Picked by
3 stars 5 stars
Starting with a quiz during signup, Bright Cellars uses an algorithm to match your personal tastes. Their ability to match gets better over time, when you rate the wines you receive. You’ll need to contact customer service to swap out recommended bottles you don’t want to try.

The quiz does not ask you about your wine preferences, it asks about your chocolate, coffee, tea, juice, and non-wine preferences.

I found their automated systems did a terrible job recommending wine for me. After a chat with customer support, they made some tweaks to my profile and my matches improved.
Like other personalized wine subscriptions, your Picked subscription starts with a quiz. This is a much smarter, wine-centric quiz than the other services. It includes detailed preferences and even a write-in section.

Once you have input your selections, a professional sommelier will pick wines to suit your stated preferences. As you taste and rate wines they ship you, your sommelier will adjust his/her selections. The more info you provide, the better the service will be.

I was impressed with the wines I received based on my quiz results and additional information I provided. The sommelier did not know I am an affiliate marketer, but she definitely paid close attention to my wishes.

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At Signup

Bright Cellars Picked by
Number of Bottles
4 6
Delivery Frequency
Monthly Monthly
Introductory Offer

Deal Save $40
Join today and save $40 on the first shipment — New members only. Click for this deal

Deal Save $50 on membership
Join today and save $50 on your first box of wine personalized by you and picked by a sommelier. Use code PICK50 at checkout.

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Subscription Cost

Bright Cellars Picked by
Bright Cellars (4 bottles) Picked by (6 bottles)
Total Price per Shipment
$88.00 $120-240, variable based on which settings you choose
Price per Bottle Including Shipping
$22.00 $20-40, variable based on which settings you choose
Price per Shipment
$80.00 $120-240, variable based on which settings you choose
Shipping Cost
$8.00 Shipping is included
Price per Bottle Before Shipping
$20.00 $20-40, variable based on which settings you choose

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Wine Ratings

Bright Cellars Wine Review Picked by Wine Review
Quality of Wine
This rating reflects how the wine is sourced and produced, as well as how it compares to similar wine clubs.
1 stars 4 stars
Bright Cellars’ wines are "private label" of generally poorer quality to less-expensive wine clubs. They offer a broad range of styles and wine regions, and the quality from each area varies slightly. Wine quality varies widely around the world and by grape variety or blend. Because’s sommeliers have their pick of their huge inventory, and sommeliers are specially trained to spot great wine values, you can expect good quality wine at any price setting
Price of Wine
Bright Cellars Picked by
1 stars 4.5 stars
As Bright Cellars wines are private label or exclusive, prices can’t be verified. The wine seems overpriced, based on my experience with less-expensive wine clubs. generally charges below retail and you are paying’s listed prices for the wine in your shipment.

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Additional Ratings

Satisfaction Guarantee
This rating reflects the quality of the club’s satisfaction guarantee, not my guarantee of your satisfaction.
Bright Cellars Picked by
2 stars 5 stars
The messaging here is mixed. Their Terms & Conditions says damaged or defective bottles may be refunded.

"While most items are not refundable, if you received a damaged or defective product, we may refund at our discretion if we are notified within 30 days of the order date. Please be aware that gift card purchases are non-refundable."

Their marketing page says otherwise: "Your delight is guaranteed. If you don’t love a bottle, we’ll send you a replacement."
If you don’t like a wine you receive, you can contact customer service to get a credit applied to your account.

"If any bottle misses the mark, we’ll give you a full credit to apply to a new bottle."
Customer Service Record
This rating is a mix of my own experiences with their customer service team and general ratings from across the web over time.
Bright Cellars Picked by
5 stars 4 stars
Bright Cellars has an impressive customer service record as recorded online and my own experiences with their customer service team were excellent. has an impressive customer service record as recorded online. In my past dealings with, their customer service team has been top notch. None of my customer service interactions were related to Picked.
Educational Materials
This rating reflects how much information you get about the wine you receive.
Bright Cellars Picked by
2 stars 3.5 stars
Bright Cellars includes a tasting card for each wine in your shipment. These cards have very basic information on them. Plenty of info for a beginner, but not helpful for anyone who wants to learn more about where the wine came from or how it was made. The wine information for wines is all online. The amount of information they provide varies widely from detailed tasting notes and background information about the winery to basic info to describe the wine.
A subscription should be easier than shopping at the store. That means you have control over when and where deliveries occur and that it is easy to make changes to your account online.
Bright Cellars Picked by
4 stars 5 stars
Choose a delivery date?
Yes Yes, you only get wine when you place an order
Skip a shipment any time?
Yes, skip shipments whenever you want You decide when you want wine, so no need to skip shipments. You can pause deposits if needed.
Fully manage account online
Yes Yes
Cancel online
Yes Yes
Choose alternate delivery location
Yes Yes
Get SMS delivery updates from the club
No No
Get email delivery updates from the club
Yes Yes
Email reminders before card is charged
Yes Yes

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Available Upgrades

Bright Cellars Picked by
Switch delivery frequency
Switch to deliveries every other month or quarterly n/a

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Good for Gifts?

Bright Cellars Picked by
5 stars 2.5 stars
Gift options?
Yes Yes
Gift format
Electronic gift card Electronic gift card
Gift wrap
No No
Gift notification
Yes. You can choose to send a gift box with a corkscrew to announce your gift ahead of time ($10), or you can send an email to notify your recipient on any day you choose. Yes, an email is sent at time of purchase

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Jessyca Frederick

Review by: Jessyca Frederick

After 15+ years trying 1000s of bottles from 100+ different wine clubs, I know what it means to be a wine club worth joining. My reviews can help you find a great wine club for you and the best wine club gifts for any budget and for any wine preference.

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