Wine Basics

Wine Investing

Apr 24, 2025

Achieving Optimal Diversification

Introduction

This report will detail examples of a regionally diversified fine wine portfolios at capital allocations of £25,000, £100,000 and £310,000.

The wine market current is towards the tail end of a significant correction with many labelling it a “buyers market”, some signals suggest we are close to a bottoming out of prices.

This report details three example portfolios. Each portfolio is comprised of wine labels and producers with a proven track record of appreciation and secondary market liquidity. The portfolios are optimally diversified regionally and on a price basis for their respective capital allocations.

When it comes to sourcing - exact purchases will be dependent on market availability at the time of purchase.


Analysing historic performance of a portfolio composed of the above, annualised returns over a 5 year investment outlook range from 8% to 20% - depending on market conditions.

Note: For ease of calculation the example portfolios only include 75cl bottle formats. In reality we would look to invest a minority proportion of portfolios in larger format bottles, especially for larger portfolios sizes.

Portfolio 1 — £25,000

Regions covered: 4

Producers per region: 2 - 5

Vintages per label: 1

Labels per region: 2 - 5

Overview:

  • Some regional diversification and price diversification.

  • Includes smaller case sizes and single bottles only.

  • Inability to invest in cases of more expensive wines without committing a large proportion of the portfolio to a single vintage of a single label.

  • Inability to include multiple top tier labels from Burgundy, Champagne or Bordeaux.

  • No vintage diversification within a wine label or producer without sacrificing diversification in other areas.

Portfolio 2 — £100,000

Regions covered: 7

Producers per region: 3 - 9

Vintages per label: 1 - 2

Labels per region: 3 - 9

Overview:

  • Regional diversification: Covers all major fine wine investment regions in good proportions.

  • Label diversification: label diversification within regions but none within a given producer, which can be particularly important for Burgundy.

  • Larger case sizes: a good proportion of larger case sizes included.

  • Vintage diversification: limited to no vintage diversification within wine labels and producers.

  • Some trade-off between label diversification and vintage diversification.

    • At this portfolio size decisions need to be made between holding multiple vintages of a strong label or one vintage of multiple strong labels.

  • Smaller allocation of highest value blue-chip wines than would ideally be desirable.

Portfolio 3 — £310,000

Regions covered: 7

Producers per region: 5 - 11

Vintages per label: 1 - 3

Labels per region: 5 - 15

Overview:

  • Regional diversification: All top investment grade regions are covered in splits we believe to be optimal for 13.5% historic annualised returns.

  • Label diversification: multiple labels per region and in some cases multiple labels per producer (Leroy, DRC, Armand Rousseau).

  • Vintage diversification: multiple vintages per wine label which manages the risk of a single vintage underperforming;

  • Includes larger case sizes: larger and rarer case sizes are often a better store of value, command a premium and are considered more desirable on the secondary market.

  • Ideal price split based on analysis of historic returns.

£310,000+

Beyond the £310,000 mark, additional advantages include:

  1. Ability to allocate some portfolio to more left-field European investment regions — Loire, Rioja and Mosel — and so called up-and-coming New World regions — South Africa, Argentina, Chile and South Australia.

  2. Increased ability to diversify across vintages within a given label.

  3. Increased ability to diversify across case and bottle formats.

  4. Access to more rare wines, cases and bottle formats allowing diversification across the top blue chip wines.

  5. Exposure to true collectible items that are hard to find and often past drinking age, older Bordeaux and Burgundy i.e.1945 Mouton Rothschild.

Appendix

Smaller portfolios limit:

  1. Ability to diversify by region.

    Regions tend to have periods of dominance, they can go out of fashion and can require reinvention. Bordeaux for example currently experiencing this. A portfolio diversified by region manages risk of regional trends shifting.

    Regions represent different risk profiles. Tuscany for example has grown very consistently over the last 20 years and has been the region most resistant to the recent market downturn but is less likely to shoot the lights out in terms of returns. This is evidenced by the narrower distribution of returns below:

    Champagne sits somewhere between Tuscany or Burgundy, with the high average returns closer to Burgundy, but relatively consistent growth over the last 22 years and across wine labels.

    Bordeaux has proven itself to be the most cyclical region, likely due to it being the most financialised and the ability of en primeur releases to define market sentiment. From 2003 to 2011 Bordeaux saw impressive returns but has since floundered somewhat.


  2. Ability to diversify by price range.

    Different price ranges represent differing risk profiles. Over the last 7 years, wines below £9,600 (12x75cl case price) had higher proportion of wines averaging CAGR over 25% than those above.

    The very highest returning wines are often instances of new wines breaking into the mainstream investment-grade wine consciousness. Such as Domaine Arnoux Lachaux, whose wines 10x in price over a few short years. These are often wines that start a in the lower investment-grade price brackets below £9600 per case.

    More consistently high and predictable returns however, are to be found at higher price ranges £9,600 - 19,200, with names like DRC. These wines are very unlikely to 10x in price but have demonstrated consistently strong returns across all vintages for some time now.



  3. Access to the rarest most expensive wines.

    We have modelled portfolios using historical price data to find optimal portfolio returns based on wine price brackets:

    Look-back period

    Optimal Price Range (12x75cl Case)

    5 years

    £15,600 - £18,000

    7 years

    £13,200 - £18,000

    10 years

    £8,400 - £13,200

    At these prices - assuming we purchase 6-bottle case - a £25,000 portfolio could only consist of 3-6 vintages.

    Breakdown of returns by price bracket (including all liquid investment grade wines):

    2017 Price Range (£)

    Avg. 7yr CAGR (%)

    Avg. Lifetime CAGR (%)

    Cross-vintage Standard Deviation (%)

    9601-19200

    13.61

    13.99

    7.14

    19201+

    11.48

    12.9

    7.51

    4801-9600

    10.08

    10.69

    9.43

    1201-2400

    8.01

    8.22

    7.8

    2401-4800

    8.31

    8.68

    8.35

    1200 and less

    7.15

    6.79

    7.34



  4. Limited vintage diversification

    Smaller, less diversified portfolios have increased exposure to:

    1. Changing critic scores of a given vintage;

    2. Vintages ageing in an unexpected manner;

    3. Risk of producers releasing “held back” stock for a given vintage.



  5. Limited ability to purchase larger cases and bottle formats

    A small portfolio size often forces us to invest in small case sizes which, tend to be more common and have less chance of selling for a rarity premium upon exit. We find that this is particularly true of older and more expensive wines.


Summary

As the total investment amount increases, investors can build more diversified portfolios with wines from multiple regions and from a wider range of top producers.

  • Including multiple vintages of key wines, manages the risk of a single vintage underperforming;

  • Pricing diversification allows for a balance between established blue-chip wines and “up-and-comers”;

  • Larger portfolios can diversify whilst also accessing the most prestigious wines, in rarer formats or cases sizes.

  • With smaller portfolio amounts we would try to focus on smaller case sizes and there would be a trade-off between regional diversification and ability to include a range of elite blue-chip wines.


WineFi Investment Score (WIS) & CAGR Expectations

Internally we use historical price data to rank wine producers, labels and vintages with a WineFi Investment Score (WIS). The WIS score is based on proprietary modelling of wine prices and attributes from 25+ years of pricing data.

The system evaluates a wide range of factors—such as historical price trends, critic scores, brand reputation, vintage reputation, regional characteristics and market conditions—to identify wines that are currently under-valued and most likely to outperform average market returns.

It relies on two main models:

  • An Efficient Market Price Model, which finds wines that appear underpriced or overpriced compared to their “fair” market value.

  • A Returns Ranking Model, which estimates the likelihood of each wine’s price rising over the next four years.

The WineFi Investment Score (WIS), when tested on historical data has proven to highlight assets which deliver above-average returns. In practice, these models can be used:

  1. To “pick stocks” in the wine market ensuring portfolios are positioned for the strongest growth potential.

  2. To actively manage portfolios monitoring when wines are overvalued signalling a good time to consider an exit.

This process allows us to “stock pick” and isolate the wines that are most likely to achieve abnormal returns above the market. We would expect a diversified portfolio of £200,000 - £400,000 to achieve 13.5% CAGR over a 5-7 year investment outlook.

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Wine Investing

15 Oct 2025

How To Spot a Wine Investment Scam

Written by Callum Woodcock, WineFi's CEO

In August 2025, three people were convicted of fraudulent trading relating to a complex wine fraud run by Imperial Wines and Spirits Merchants Ltd.

The scam involved extortionate mark-ups, sometimes as high as 400%, on what appear to have been legitimately investment-grade wines like Chateau Mouton-Rothschild. At the same time, the company falsely led prospective clients to believe that Imperial did not make any money at all until the wines were sold for a profit.

Whilst most clients did actually own the wines they were told they had purchased, a number of victims had no wine at all despite paying thousands of pounds.

What is most striking is that this company was in operation for a decade — from 2008 to 2018, when their offices were finally raided by Trading Standards.

Given the esoteric nature of fine wine as an asset class, most investors choose to invest through a dedicated company — be it a merchant or a specialist fine wine investment firm.

While there are many reputable operators, the unregulated status of the market inevitably attracts its share of bad actors — from deliberate fraudsters to the merely incompetent.

The good news is that it is surprisingly easy to distinguish credible operators from questionable ones — provided you know what to look for.

There are three key questions to ask when investing in wine.

1. Are you being ripped off?

Fine wine is unique amongst collectibles in that it has a third-party “list price”. These are not firm bids but asking prices — a lot like residential property. These prices serve as a yardstick for what the wines are worth at the time of purchase.

There are a number of publicly-available platforms that allow you to search for a wine based on producer and vintage — for example, Wine Searcher.

Filtering the location as the United Kingdom and only choosing wines that are “In Bond” should give you a more accurate picture. GBP prices are the de facto international reference given the UK is the largest global hub for fine wine trading.

You’ll quickly be able to get a sense of whether the price you are paying is fair or inflated.

The ease with which investors can validate this makes the Imperial Wines scam sadder, as it was entirely avoidable. They appear to have intentionally targeted "confused pensioners" who were less likely to be tech-savvy.

How WineFi Does It

So, what does "good" look like?

At WineFi, we show both the Liv-ex Market Price and the lowest Wine Searcher price on our platform to provide investors with an independent benchmark of what their portfolio is worth. We also compare our syndicate performance against market indices

We do this so investors never have to "take our word" for what their wines are worth, and can judge our benchmark our performance against the broader wine market.

2. Does your wine actually exist?

Given fine wine must be stored “in bond” (meaning in a government bonded warehouse to protect its resale value — more on why here) there is a third-party custodian that should be able to verify which wines are stored under your name, and whether they are ring-fenced.

You should be able to communicate directly with the warehouse (they are your wines, after all) rather than simply your broker in order to verify that your holdings are where you believe them to be.

One well-publicised whisky investment scam was exposed when a client began calling the warehouse where he casks were supposedly stored — only to find that they weren’t there.

How WineFi does it

At WineFi, we store wines with Coterie Vaults.

Fine wines held by both our syndicates and private clients are stored under the names of the individual owners, allowing our clients to independently verify their existence and ownership by contacting the warehouse.

They are ring-fenced from our own account to ensure that even in the event WineFi was to cease trading they remain the property of our underlying investors.

  1. Is your wine actually worth anything?

This is a personal bête noire.

In recent years, we have seen a number of “investment” portfolios containing wines that have no secondary market price.

Given wine pays no yield, the only way to make money investing in this asset class is to eventually sell the wines on the secondary market.

If that secondary market does not exist, that particular wine has no resale value and therefore cannot be considered investment-grade.

Secondary market liquidity is therefore of critical importance when considering what to invest in.

This is where the water gets murky.

If you are looking to speculate on which producers are likely to break through in the future, you may be comfortable with this. However, these wines — by default — have no independent secondary market price.

Most investors are not looking to take moonshot punts on the next breakout producer, and yet we are regularly sent portfolios for review that are comprised of dozens of non investment-grade wines which still show a “market price” — which can only have come from the broker and is therefore unverifiable.

Until there is a trade on the secondary market, the value of that particular wine is zero.

How WineFi does it

At WineFi, secondary market liquidity and brand equity are two of the key factors that we examine when selecting portfolios.

We currently offer free portfolio reviews to those who have concerns about their holdings. To try and fight this issue at scale, we are developing a free application that will allow anyone to upload a CSV of their holdings and identify the investment-worthiness of their portfolios.

Conclusion

Fine wine can be both a compelling investment. However, as an unregulated asset class with significant information asymmetry between buyers and sellers, it can also create opportunities for misconduct.

While the market is becoming more professionalised and transparent, bad behaviour persists.

The best protection is to do your own research: check Trustpilot reviews for the company you are working with, and familiarise yourself with the best-practice principles outlined above.

If you’re already a wine investor and would like WineFi to review your portfolio — with no fee, no obligation, and no upsell — we’d be happy to take a look.

For more information, get in touch with our investment team.


Wine Investing

6 Oct 2025

WineFi Q3 2025 Quarterly Report

Introduction

We’re extremely excited to share our quarterly wine market report - delivering the most detailed view of the wine markets through Q3 2025.

This is a singularly important report, because this quarter we have seen strong signs of meaningful market stabilisation.

The WineFi Trade Price Index has increased in value for the first time since 2022, after almost 3 years of consecutive decline.


Producer

Wine Basics

25 Sept 2025

Producer Spotlight: Domaine Paul Pillot

Investing in Domaine Paul Pillot

Overview


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Capital is at risk. Wine values can go down as well as up, and investments may not perform as expected. Returns may vary. You should not invest more than you can afford to lose. WineFi is not authorised by the Financial Conduct Authority. Investments are not regulated and you will have no access to the Financial Services Compensation Scheme (FSCS) or the Financial Ombudsman Service (FOS). Past performance and forecasts are not reliable indicators of future results and should not be relied on. Forecasts are based on WineFi’s own internal calculations and opinions and may change. Investments are illiquid. Once invested, you are committed for the full term. Tax treatment depends on individual circumstances and may change.

You are advised to obtain appropriate tax or investment advice where necessary.

WineFi is a trading name of WineFi Management Limited. Registered in England and Wales with registration number: 14864655 and whose registered office is at 5th Floor, 167-169 Great Portland Street, London, United Kingdom, W1W 5PF.

Join our newsletter

Get the latest WineFi news and press delivered straight to your inbox.

Capital is at risk. Wine values can go down as well as up, and investments may not perform as expected. Returns may vary. You should not invest more than you can afford to lose. WineFi is not authorised by the Financial Conduct Authority. Investments are not regulated and you will have no access to the Financial Services Compensation Scheme (FSCS) or the Financial Ombudsman Service (FOS). Past performance and forecasts are not reliable indicators of future results and should not be relied on. Forecasts are based on WineFi’s own internal calculations and opinions and may change. Investments are illiquid. Once invested, you are committed for the full term. Tax treatment depends on individual circumstances and may change.

You are advised to obtain appropriate tax or investment advice where necessary.

WineFi is a trading name of WineFi Management Limited. Registered in England and Wales with registration number: 14864655 and whose registered office is at 5th Floor, 167-169 Great Portland Street, London, United Kingdom, W1W 5PF.

Join our newsletter

Get the latest WineFi news and press delivered straight to your inbox.

Capital is at risk. Wine values can go down as well as up, and investments may not perform as expected. Returns may vary. You should not invest more than you can afford to lose. WineFi is not authorised by the Financial Conduct Authority. Investments are not regulated and you will have no access to the Financial Services Compensation Scheme (FSCS) or the Financial Ombudsman Service (FOS). Past performance and forecasts are not reliable indicators of future results and should not be relied on. Forecasts are based on WineFi’s own internal calculations and opinions and may change. Investments are illiquid. Once invested, you are committed for the full term. Tax treatment depends on individual circumstances and may change.

You are advised to obtain appropriate tax or investment advice where necessary.

WineFi is a trading name of WineFi Management Limited. Registered in England and Wales with registration number: 14864655 and whose registered office is at 5th Floor, 167-169 Great Portland Street, London, United Kingdom, W1W 5PF.

Join our newsletter

Get the latest WineFi news and press delivered straight to your inbox.

Capital is at risk. Wine values can go down as well as up, and investments may not perform as expected. Returns may vary. You should not invest more than you can afford to lose. WineFi is not authorised by the Financial Conduct Authority. Investments are not regulated and you will have no access to the Financial Services Compensation Scheme (FSCS) or the Financial Ombudsman Service (FOS). Past performance and forecasts are not reliable indicators of future results and should not be relied on. Forecasts are based on WineFi’s own internal calculations and opinions and may change. Investments are illiquid. Once invested, you are committed for the full term. Tax treatment depends on individual circumstances and may change.

You are advised to obtain appropriate tax or investment advice where necessary.

WineFi is a trading name of WineFi Management Limited. Registered in England and Wales with registration number: 14864655 and whose registered office is at 5th Floor, 167-169 Great Portland Street, London, United Kingdom, W1W 5PF.