Between Cellar and Capital
Wine is emotion. Wine is craftsmanship. Wine is culture. But wine is also capital. And not only in a figurative sense. While some fine wines disappear elegantly in glasses, others unfold a different kind of allure in the shadows of dark cellars – that of growing value.
Wine as an investment for beginners and connoisseurs: How do you invest in wine? Which bottles offer potential? And what should wine lovers bear in mind if they want to turn their passion for fine wines into a financial investment?
Here’s our beginner’s guide for anyone who wants to get more out of their passion.
Why invest in wine at all?
Quite simply: because good wine is becoming scarce – and scarcity drives demand. Unlike many consumer goods, wine is naturally limited: each bottle is produced only once. The better the winery’s reputation, the stronger the vintage, the smaller the quantity – the greater the long-term interest among collectors, sommeliers, and merchants. At the same time, stocks dwindle through consumption. What remains gains in value.
And the numbers prove it: the Liv-ex Fine Wine Index, the “stock market barometer” of the wine trade, regularly shows stable to rising values – independent of traditional stock markets. Especially in times of economic uncertainty, many investors are turning to tangible assets such as art, sneakers, watches – and wine. According to the Knight Frank Luxury Investment Index (KFLII) 2023, wine as an asset class has posted an impressive gain of +149% over the past 10 years.
How to invest in liquid luxury?
Traditionally, those looking to invest in wine follow a simple principle: buy a bottle, store it, wait – and ideally, enjoy a steady increase in value over the years. This has been the approach of private collectors and wine-loving families for centuries. Legendary collectors, such as American entrepreneur William Koch, who amassed thousands of rare bottles (including some counterfeits), demonstrate how wine can be both a passion and an investment. But not everyone interested in luxury wine needs an air-conditioned cellar or a six-figure budget. Today, modern alternatives – from digital investment platforms to professionally managed portfolios – make it easier to get started and open new avenues for fine wine investment.
New ways to invest in liquid assets: digital co-investments
One alternative investment opportunity is the Timeless platform, which offers a completely new approach to wine investment: digital co-investments. Instead of buying entire bottles, wine enthusiasts and investors can purchase shares in particularly rare and valuable wines or collections, which are professionally stored, managed, and offered as bundled assets. In other words, you’re not investing in the cork itself, but in your share of its value – much like art funds or watch investments. It’s an exciting model that combines traditional collecting passion with modern financial mechanisms.
An exciting model that combines traditional collecting passion with modern financial mechanisms.
This type of participation is often referred to as a “wine-based real asset investment,” because it represents an investment in wine as a tangible asset, rather than in stocks or cryptocurrencies. It provides an easier entry into the world of luxury and prestigious wines. Investors can participate in a professionally managed wine portfolio with the aim of benefiting from future value growth – without having to worry about storage, insurance, or sales.
Liquid Grape, a young platform specializing exclusively in digital wine investments, offers additional opportunities. Investors can focus on individual wines or tailor-made wine portfolios, while storage, insurance, and market monitoring are handled professionally. For anyone who enjoys managing their investments digitally – but wants real, tangible value – this platform provides uncomplicated access to high-quality wines.
The Berghaus & Cie family office takes a slightly more traditional, yet equally exciting approach. With a focus on fine wines, rigorous market analysis, and personal advice, wine becomes a strategic component in long-term asset planning. Ideal for investors who see tangible assets not as a trend, but as a deliberate part of their overall strategy.
The Berghaus & Cie family office takes a slightly more traditional, yet equally exciting approach. With a focus on fine wines, rigorous market analysis, and personal advice, wine becomes a strategic component in long-term asset planning. Ideal for investors who see tangible assets not as a trend, but as a deliberate part of their overall strategy.
What is Timeless?
The Plattform:
Timeless is a digital investment platform that allows users to invest in exclusive tangible assets, including premium wines. Users purchase fractions (shares) of carefully selected wines, which are professionally stored and later offered for resale with the aim of benefiting from potential value appreciation.The model:
Wines are securely stored in certified high-security warehouses by qualified service providers. The platform manages administration, authentication, and provides the trading platform for the purchased shares. Investors can buy fractions of individual bottles or collections and have the option to resell them at a later stage.The advantage:
Investors benefit from the potential appreciation in value of certified collector’s bottles that would otherwise be out of reach – without the hassle of storage or the risk of counterfeiting. With entry starting at just €50, investors gain access to sought-after luxury wines and can continuously build their portfolio through savings plans or direct investments.Examples:
Current offerings include Château Lafite Rothschild, Screaming Eagle, and Dom Pérignon Luminous Editions.More about Timeless
We talk to Timeless co-founder Malte Häusler about the advantages and risks of digital investment models – and what you need to know.
To the WineChat
To the WineChat
What makes a wine investable?
Not every bottle has the potential to become a valuable investment. According to wine investment experts and financial specialists, the following five factors are crucial for a successful wine investment. Following these guidelines allows collectors not only to enjoy wine, but also to invest strategically.
Reputation of the producer
Big names such as Château Lafite-Rothschild, Pétrus, Domaine de la Romanée-Conti, and Screaming Eagle are virtually guaranteed to appreciate in value. However, emerging winemakers with high demand and limited production are increasingly coming into focus as well.Vintage and quality
Legendary vintages such as 1982, 2000, or 2009 in Bordeaux are considered the ‘blue chips’ of the wine market. They are particularly established, stable, and reliable investments. Younger top vintages with good aging potential are also in demand.Limited availability
The fewer bottles in circulation – and the more that have already been consumed – the more sought-after the remaining stock becomes.Storability
A wine must be able to age. Red wines with strong tannins and complexity (e.g., Bordeaux, Barolo, Brunello, California Cabernet Sauvignon) have an advantage here.Condition & proof of origin
Only wines that have been stored properly, with intact labels, original packaging, and, if possible, verifiable provenance, achieve the highest prices.Which wines are particularly worthwhile?
In addition to classics from Bordeaux, such as Château Lafite Rothschild, Domaine de la Romanée-Conti, Château Pétrus, and Château Latour, wines from Napa Valley like Screaming Eagle Cabernet Sauvignon and Opus One, champagnes such as Dom Pérignon Vintage and Louis Roederer Cristal, Italian icons like Sassicaia and Ornellaia, and top German Rieslings – for example from Keller, Egon Müller, and Wittmann – are increasingly coming into focus. Strictly limited artist editions, such as the Australian Penfolds G-Series, also offer potential for value growth.
Want to learn more about rare collector’s bottles? Then take a look at our article on limited editions.
To the limited edition wines
To the limited edition wines
Protect against fraud and detect counterfeits
In the high-price segment in particular, counterfeit wines pose a major risk – from manipulated labels to completely fake bottlings. Anyone investing in wine should therefore only purchase from reputable dealers, auctions with verified provenance, or specialised platforms. Certificates, original packaging, and full provenance are crucial to ensure a bottle’s authenticity and, consequently, its value.
Tips for beginners – how to get started with wine investment
If you want to not only enjoy wine but also collect and invest in it, you shouldn’t just start buying indiscriminately. It requires some planning – and a good dose of intuition. Here are the most important recommendations:
1
Set a goal
Do you want to collect with the aim of selling in 10 years? Or do you want to enjoy wine and keep a few bottles “in reserve” for later? Both approaches are valid – but define your strategy clearly.
2
Start small – but stay focused
You don’t need to invest a five-figure sum right away. You can start building a small portfolio with as little as £500–£1,000 per year. Key point: quality over quantity.
3
Stay informed
Keep up with market developments. Platforms such as Liv-ex, Wine-Searcher, or specialised auctions (e.g. Zachys, Sotheby’s, iDealwine) offer valuable insights into prices and trends.
4
Ensure proper storage
Maintain constant temperatures (ideally 11–13 °C), around 70% humidity, no light sources, and no vibrations. Without proper storage, even the most expensive wines lose value. Alternatively, professional wine storage facilities can take care of everything.
5
Focus on small regions with a strong reputation
Small but renowned regions such as Barolo (e.g. Giacomo Conterno), Rioja Alta (e.g. López de Heredia), or German Grand Crus from top wineries like Keller, Wittmann, and Dönnhoff are increasingly attracting collectors’ attention – offering stable, characterful alternatives to the big names.
6
Know your sources
Only buy from reputable dealers or direct importers. When in doubt, it’s better to ask too many questions than too few.Investing with taste and a plan
Wine as an investment isn’t rocket science, but it shouldn’t be a gamble either. Those who approach it with intelligence, passion, and a taste for quality – focusing on established names with a strong track record, thinking long-term, and paying attention to condition and storage – can not only enjoy fine bottles but also achieve solid returns. Whether digital or traditional, individual or fractional, anyone looking to make modern wine investments today has a variety of approaches at their disposal. Perfect for those who don’t just drink wine, but also want to collect it strategically or include it as part of their asset portfolio.And the best part: unlike stocks or gold, you can always open the bottle if you want.
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