Introduction To Fine Wine Investment: Special Report
Introduction To Fine Wine Investment: Special Report
Introduction To Fine Wine Investment: Special Report
Special Report 1
Table of contents
As fine wine gets older and rarer, it is expected to increase in
Fine wine investment in perspective 3 value. This is the premise of fine wine investment: buy wine when
it’s young, then sell it once it’s older and more valuable. Headlines
What is the allure? 4 are filled with stories of investors who bought wine at low prices
then sold it years later for thousands. The possibility that wine, a
How does fine wine investment work? 6 complex drink that fascinates many people, could earn a
substantial return, attracts many to wine investment.
The role of Liv-ex 10 The following pages outline the basics of fine wine investment:
how it works in practice, and the key trends that have defined the
Wine investment trends 11 market over the past 20 years.
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Fine wine investment Treasure Assets: Past, Present and Future
in perspective Precious
57%
70%
jewelry
47%
Wine appreciation and collection is no new phenomenon - it has 41%
Fine art
been around for millennia. The ancient Greeks, Egyptians, pictures & 49%
paintings 44%
Phoenicians and Romans were all big traders of wine; Charles II of
30%
England famously had Chateau Haut Brion in his cellar. The Antique
37%
furniture
31%
writings of Thomas Jefferson provide perhaps the first evidence of
21%
a premium charged for older wine. In 1787, he wrote that the 1786 Precious
30%
metals
vintage for top Bordeaux wines cost 1800 livres per tonneau 24%
Ledbury and Barclays Wealth and Management in 2012 indicates Fine art
20%
24%
that 28% of high-net-worth individuals own a collection of fine sculptures
26%
21%
Coin
23%
collection
19%
18%
Stamp
17%
collection
14%
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What’s the allure? Fine wine vs mainsteam assets in 2020
Portfolio Diversifier
As an alternative asset, fine wine has historically shown little
correlation to mainstream markets. When traditional markets fall,
fine wine tends to hold steady. This means that it can act as a
portfolio diversifier, reducing the overall risk of an investor’s
portfolio, delivering stability and growth, and protecting wealth.
Tangibility
The tangibility of fine wine also adds to its investment appeal.
Physical assets are often perceived as offering a stable store of
value in uncertain times. Stock markets can crash, businesses can
close, and share prices can collapse – but tangible assets do not
cease to exist (unless, in this case, they are drunk and enjoyed). In
this sense, fine wine can be compared to real estate, but without
maintenance costs, and without being reliant on a single economy.
Fine wine can also be moved around and traded internationally.
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Fine wine can also be a tax efficient investment. As a ‘wasting’
Percentage of respondents for whom their treasure is priceless
asset – an item with a life span of no more than 50 years – most
fine wine is exempt from capital gains tax. Although wine can be
drinkable some 60 years later, most wine sales would not give rise
45% 44% 44% 39%
to a potential tax liability, meaning that investors can enjoy more
significant returns.
Passion investment
Despite the investment opportunities that exist, fine wine remains Antique Precious Fine art Wine
furniture jewelry sculptures collection
first and foremost a passion for many collectors. The latest report
by thinktank ARENI Global, The future of fine wine consumers
2021, said: “Looking at the overall numbers, it appears that fine
wine occupies a place of prestige in people’s lives, being used for 39% 38% 37% 30%
formal occasions, business occasions and gifting. A minority of
respondents— less than 30% in each country—said they bought
wine specifically as an investment.”
This clearly shows that there is more to fine wine collecting than Fine art tapestry Fine art pictures Classic Stamp
material returns. & rugs & paintings automobiles collection
Coin Precious
collection metals
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How it works Routes to market
Whether for charity or profit, in-person wine auctions typically Wine funds
require buyers to pay commissions to the auction house (also Investor owns a percentage of wine
known as buyer’s premiums). Percentages vary widely, between portfolio, managed by investment fund
10%-30%. Auction represents an estimated 10-15% of the market.
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In the past year, online auctions have also gained popularity
through sites like VinFolio and WineBid. These sites generally
emulate the eBay format, offering time-limited auctions on a
continuous basis. Costs for buyers vary widely, from free to 20%.
Wine funds
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Storage Investment gains since release
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Costs and market structure differ in other parts of the world.
Bonded warehouses are a popular solution in Switzerland, where
most estimate the storage costs based on the value of the assets.
Similarly, in the US, some warehouses charge a percentage of the
total value of the collection for storage; around 1.5%. So on a
collection worth $50,000, storage costs come in at $750. Other
storage providers charge anywhere between $18 and $30 per case
per month, with discounts usually available for larger volumes.
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The Role of Liv-ex
What is Liv-ex? Before SIB was introduced, it was impossible to know whether two
transactions for the same wine could be compared. One
Liv-ex is the global marketplace for the wine trade. It is an
transaction might be for stock in perfect condition; the next might
independent membership organisation used by the majority of
have damaged labels. If a merchant based a valuation on the
major fine wine merchants worldwide. It started in 2000 with 10
second, more recent transaction, there is a significant risk of
founding members. Today, more than 530 businesses worldwide
under-pricing. Standardising the data resolved this issue.
trade on its platform.
This new standardised valuation data, combined with increased
Membership is available exclusively to wine trade professionals
data sharing online from the early 2000s onward, brought
such as importers, distributors and retailers. They use it to price,
increased pricing transparency to the fine wine market. With it
buy and sell wine. No private collectors can trade on Liv-ex.
came trading confidence, greater pricing efficiency, and increased
liquidity in the market.
Standardised contracts and pricing
At the time of writing, there are a combined £80 million of
transparency committed bids and offers for wine on Liv-ex. All financial
Two important and related developments have contributed to the transactions are managed by Liv-ex, and all stock that is traded
growth and increased efficiency of the fine wine market in the past on the platform passes through Liv-ex hubs to ensure trades
two decades. are completed.
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Wine Investment Trends
The performance of fine wine is best reflected in indices that track
the prices of the most traded wines on the market. The fine wine market has experienced a number of cycles throughout
history. Over the past 15 years, prices have shifted several times.
The industry benchmark Liv-ex 100 dipped 20% during the financial crisis,
The Liv-ex Fine Wine 50 Index tracks the daily price movement of before climbing 70% by mid-2011 largely owing to the huge fiscal stimulus
the most heavily traded commodities in the fine wine market – the in China from 2009. Prices then fell from 2011 as buying in the Far East
Bordeaux First Growths. It includes the ten most recent vintages almost came to a halt. Weakened sterling contributed to a “Brexit” boost
and excludes En Primeur. to the market from mid-2016 as international buyers capitalised on
cheaper stock held in the UK.
The Liv-ex Fine Wine 100 Index is the industry leading In March 2020, the start of the Covid-19 pandemic led to small declines in
benchmark. It represents the price movement of 100 of the most fine wine prices, which then quickly recovered and gathered momentum
sought-after fine wines on the secondary market. Both the Liv-ex in the second half of the year.
50 and Liv-ex 100 feature on Bloomberg and Reuters terminals.
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Index level (rebased at 100 in Dec '03)
50
100
150
200
250
300
350
400
450
Mar-04
Sep-04
Mar-05
UK pension reform
Sep-05
Mar-06
Sep-06
Mar-07
Sep-07
Sep-08
Lehman brothers collapse
Mar-09
Sep-09
Mar-10
Liv-ex 50
Sep-10
Mar-11
Liv-ex 50 vs Liv-ex 100 vs Liv-ex 1000 indices since the beginning
Sep-11
Mar-12
Sep-12
Liv-ex 100
Mar-13 China gift giving ban
Sep-13
Mar-14
Sep-14
Liv-ex 1000
Mar-15
Robert Parker retires from Bordeaux
Sep-15
Mar-16
Brexit vote
Sep-16
Mar-17
Sep-17
Mar-18
Sep-18
Mar-19
Sep-19
25% US tariffs imposed
Mar-20
Sep-20
Mar-21
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Regional investment trends Liv-ex 1000 sub-indices: ten years
Wines from some regions have seen prices rise much faster than
others. Burgundy has been the main riser in the past decade -
insatiable demand for its top wines has driven prices into the
stratosphere. The Burgundy 150 index is up 136% over this period.
A second major theme has been the rise of Italy since 2016. It has
benefitted from rising interest, strong vintage campaigns, and
from being excluded from the 25% US tariffs which hit the market
in late 2019.
Another interesting index is the Rest of the World 60, which tracks
the performance of top American, Australian, Spanish and
Portuguese wines. Its performance in the past year has been
supported by Vega Sicilia’s ‘Unico’, Penfolds Grange and Taylor’s
Vintage Port.
Although amongst the slowest risers, the Rhone 100 has delivered
consistent returns while also representing the cheapest entry
point into fine wine in the shape of Châteauneuf-du-Pape.
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A broadening market Regional market share by value since 2010
As the chart shows, trade for Burgundy and Italy on Liv-ex has
been on the rise, respectively reaching 20% and 17% market
shares by value. Although making up a much smaller share, the
USA and Rest of the World (ROW) have seen some of the largest
rises and now regularly find their wines among those most traded
each week. Champagne and the Rhône have kept their relatively
consistent share of trade for the past five years but, like the
broader market, there has been a dramatic increase in the
number of different labels from both regions that are now trading.
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Power 100: Which wines are most Brands were ranked using four criteria
Top 5s historically The number of individual wines from each brand that traded. For
example, Mouton Rothschild is the brand; Mouton Rothschild 2010
Year 1st 2nd 3rd 4th 5th and Petit Mouton 2009 are two individual wines within their brand.
Armand Louis The average price of the wines within the brand.
2019 DRC Leroy Krug
Rousseau Roederer
Lafite Mouton
2018 Leroy DRC Margaux
Rothschild Rothschild
Lafite Mouton
2017 Margaux DRC Angelus
Rothschild Rothschild
Lafite Mouton
2016 Margaux Haut Brion Latour
Rothschild Rothschild
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2020 Power 100
Brand Rank Brand Rank Brand Rank Brand Rank Brank Rank
Leroy 1 Romanee-Conti 21 Jacques Prieur 41 Harlan Estate 61 des Comtes Lafon 80
Leflaive 2 Margaux 22 Opus One 42 Luciano Sandrone 62 Leoville Poyferre 82
Gaja 3 Joseph Drouhin 23 Montrose 43 Bartolo Mascarello 63 de Montille 83
Sassicaia (San Guido) 4 Pichon Longueville 24 Cos d’Estournel 43 Beaucastel 64 Jean Grivot 84
Comtesse de Lalande (Famille Perrin)
Penfolds 5 Armand Rousseau 25 Pol Roger 45 M. Chapoutier 65 Salon 85
Ornellaia 6 Lafleur 26 Henri Boillot 46 Keller 66 Dominio de Pingus 86
Dom Perignon 7 Latour 27 Comte Georges 46 Casanova di Neri 67 Robert Groffier 87
de Vogue
Haut-Brion 8 Vieux Chateau Certan 28 Taittinger 48 Pape Clement 68 Tua Rita 88
Masseto 9 Cheval Blanc 29 Screaming Eagle 49 Petrus 69 Gruaud Larose 89
Louis Roederer 10 Bouchard Pere et Fils 30 Pavie 50 Jean Louis Chave 70 Bruno Giacosa 89
Lafite Rothschild 11 Bollinger 31 Giacomo Conterno 51 Fontodi 71 Calon Segur 91
Vega Sicilia 12 Ducru-Beaucaillou 32 Leoville Barton 52 Dominus 72 Ponsot 91
Solaia (Antinori) 13 Jacques-Frederic 33 Pontet-Canet 53 Louis Jadot 73 Arnoux-Lachaux 93
Mugnier
Prieure Roch 14 Angelus 34 E. Guigal 54 Poggio di Sotto 74 Paul Jaboulet Aine 93
Georges Roumier 15 Tignanello (Antinori) 35 Biondi-Santi 55 Figeac 75 Quintarelli Giuseppe 95
Palmer 16 d’Yquem 36 Rauzan-Segla 56 Vietti 76 Smith Haut Lafitte 95
Mouton Rothschild 17 L’Evangile 37 Jean-Claude Ramonet 57 Etienne Sauzet 77 Les Carmes 97
Haut-Brion
La Mission Haut-Brion 18 Trapet Pere et Fils 38 Lynch Bages 58 Pichon Baron 77 Beychevelle 98
L’Eglise-Clinet 19 Faiveley 39 Ausone 59 La Conseillante 79 Henschke 99
Krug 20 Leoville Las Cases 40 Pierre-Yves 60 Le Pin 80 Caymus 100
Colin-Morey
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Fine wine investment:
getting the right information
News, reviews and insights
Critics
Industry Insights
Many fine wine merchants offer regional reports with key market
trends and vintage overviews. Liv-ex’s blog and in-depth reports
are another source of information on the latest trends. These
reports and articles draw on transactional data, following the
trading trends of more than 530 wine merchants worldwide.
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Valuations Valuation methods for collectors
These options differ in cost, time and efficiency. They are Merchant services Cellar management tools
summarised below and discussed at length in our report, Merchants can provide Cellar Watch is a good
How to value fine wine. professional valuation tool for keeping track of
services for you. your wine portfolio and
Methods for private individuals
prices.
Many wine merchants offer portfolio valuation as a
complementary service direct from the market (Liv-ex). Speaking
to a trusted merchant is a particularly good idea when investors
have rare or damaged stock. They can advise on adjustments to
the Market Price. Private collectors can also use cellar Collectors
management tools like Cellar Watch, which was founded by Liv-ex
and is now owned by Vinous. These tools display price information
from the fine wine market, and allow investors to track wine values
in real-time.
One-off professional
valuations
Bespoke valuations are
available on request at
salesteam@liv-ex.com
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Methods for professionals
Valuation methods for professionals
Pricing information is also available for free online in sites like
Wine Searcher or Google. Anyone can open a web browser,
search for a wine, and note down the advertised price. As a rule,
this method isn’t recommended for non-professionals.
Experience is required to make good judgements about which
price points can be trusted, particularly for old and rare wines. It
can be impossible to find wine at the advertised price, making Free online searching Detailed online
that valuation inaccurate. Prices can be found free searching
on places like Wine Liv-ex provides more
Many wine investment funds appoint Liv-ex as their official valuer
Searcher and Google. sophisticated search
for access to Mid-Price data which is uniquely based on
tools.
transactional data – the most reliable source of valuation
information. Businesses can request one-off valuations from
Liv-ex by contacting salesteam@liv-ex.com.
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Concluding thoughts –
A virtuous circle
More than just a stable and diverse source of returns, fine wine
has long-enticed investors with its rich history and drinking
pleasure. These investors have, in a way, also played a vital role in
how the wine market functions at the top end.
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Liv-ex is the global marketplace for the wine trade. It has over 530
members from start-ups to established merchants and supplies
them with the data, trading and logistics services they need, to
price, buy and sell wine more efficiently.
1 https://www.liv-ex.com
2 Email nicola@liv-ex.com
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