Fine Wine Portfolio Advisory
Cellar Advisor partners with private investors around the world to build portfolios rooted in expertise, backed by data and designed for long term growth.
Trusted By
The Numbers
300+
Private Clients
£40m+
Inventory
30+
Countries
50+
Years Collective Expertise
THE ASSET CASE
Fine wine has long been recognised as a strong diversifier from mainstream asset classes, with a track record of attractive risk adjusted returns. Depending on where you are based, including in the UK, it also offers valuable tax efficiencies. At Cellar Advisor our single focus is maximising your chances of outperforming the fine wine market.
WHY OWN FINE WINE
Fine wine is not a replacement for equities. It is what equities cannot be: low-correlation, tangibly-owned, finite, and uniquely tax-efficient in the UK. The strongest portfolios contain both.
Twenty years of Liv-ex 1000 and Burgundy 150 against FTSE 100 and S&P 500. Rebased to 100 at January 2004. Price return only.
Rebased to 100 at 2014. Burgundy 150 from 2014. Sources: Liv-ex, FTSE Russell, S&P Dow Jones Indices. Index values anchored to published Liv-ex figures; intermediate points illustrative. Updated periodically.
CORRELATION TO FTSE 100
0.12
Correlation of fine wine to the FTSE 100 over 22 years. Near zero means fine wine moves largely independently of equities: exactly what a diversifier should do. Estimated from annual returns; monthly data would refine this marginally.
YEARS OF TRACK RECORD
22
Fine wine has navigated the 2008 financial crisis, COVID, inflation shocks, geopolitical crises, and a sustained market correction, with lower volatility than gold over the same period. Twenty-two years of real, benchmarked data.
CGT ON QUALIFYING WINES
0%
Most fine wine qualifies as a wasting asset under UK Capital Gains Tax rules, meaning gains are generally exempt from CGT. A unique advantage over equities, funds, and gold. Always confirm with a tax adviser.
Recognised by
Liv-Ex
Member
WSET
Level 3 Qualified
LCB Eton Park
Bonded Storage
The Guardian
As Featured In
THREE MODELS, THREE STRUCTURES
Cellar Advisor sits between the traditional wine merchant and the fully managed investment company, taking the useful parts of both and removing the conflicts. We hold no stock that we need to sell, and we are not tied to particular producers, vintages or regions. Our role is to advise on where we believe the strongest opportunities are, and to execute that independently.
| Feature | Traditional wine merchantRETAIL AND MERCHANT-LED | Fully managed investment companyMANAGED INVESTMENT | Cellar AdvisorINDEPENDENT INVESTMENT ADVISORY |
|---|---|---|---|
| Wine selection | Often influenced by merchant inventory and the stock available to sell. | Selected and managed by the investment company. | Market-wide and independently selected. |
| Inventory conflict | Holds stock that it needs to sell. | Varies by provider. | None. We hold no stock that we need to sell. |
| Portfolio management | Typically transactional, and often passive once the wines have been bought. | Actively managed. | Actively advised, with annual portfolio reviews and monthly market reports. |
| Custody | Usually held within the wider storage structure of the merchant. | Typically held within the wider storage structure of the company. | Your own named account at LCB Eton Park. |
| Annual management fee | Typically none. | Typically 1% to 2% of assets under management. | None. |
| Typical storage cost | Commonly around £15 per 12-bottle case per year. | Usually absorbed into the annual charge. | From £12 per 12-bottle case per year, passed through at cost. |
| Selling fee | Commonly 8% to 15%. | Usually absorbed into the annual charge. | 2% on wines we source. 7% on externally sourced wine sold to exit. |
Traditional wine merchant
RETAIL AND MERCHANT-LED
Fully managed investment company
MANAGED INVESTMENT
Cellar Advisor
INDEPENDENT INVESTMENT ADVISORY
The relationship between the three holds at any growth rate. The difference is driven by the fee structures rather than by performance: a percentage charged every year on a growing balance costs more over time than a percentage charged once on exit, whatever the market does.
Fine wine is a long-term hold. Small differences in annual charges, storage and exit fees compound into large differences in the capital you actually retain.
£100,000 · 20 twelve-bottle cases · held 10 years · 7% assumed gross growth · £196,715 before costs
Fully managed investment company
Costs
£35,985
You retain
£160,731
2% of assets under management, charged annually
Traditional wine merchant
Costs
£22,672
You retain
£174,044
£15 per case per year storage, 10% selling fee
Cellar Advisor
Costs
£6,334
You retain
£190,381
£12 per case per year storage, 2% on sale
Under these assumptions the investor retains roughly £16,337 more than the illustrative merchant model, and roughly £29,650 more than the illustrative managed model. An annual percentage fee looks small, but it is charged every year on a growing balance, so it steadily reduces the capital left to compound.
Illustrative only. Assumes an initial portfolio of £100,000 comprising 20 twelve-bottle cases, 7% assumed gross annual growth and a 10 year holding period. The merchant illustration assumes £15 per case per year storage and a 10% selling fee. The Cellar Advisor illustration assumes £12 per case per year storage, billed directly by LCB Eton Park, and a 2% fee on the sale of wines we source. The fully managed illustration assumes 2% of assets under management charged annually, reflecting both the charge and the reduced compounding. Actual charges, portfolio composition and investment performance will vary. Past performance is not a reliable indicator of future performance. The value of fine wine can fall as well as rise and you may not recover the amount originally invested.
Download our model as a PDFWHAT SETS US APART
Most fine wine firms charge 1–2% of AUM annually, regardless of performance. Cellar Advisor charges 2% commission on sale for wines we source. Nothing else. Wines transferred from elsewhere are subject to a separate fee structure.
Compare the fees →What sets Cellar Advisor apart is straightforward. We manage fine wine the way it has always deserved to be managed, with genuine personal attention.
How sourcing works →Your wine is held in a named, segregated account at LCB Eton Park. Not pooled, not co-mingled. You can inspect, withdraw, or sell individual cases at any time.
Storage & provenance →TRANSPARENT FEES
Drag the sliders to model your portfolio against a typical industry fee structure.
You retain more over 10 years
£25,049
vs typical industry fees · assumes 7% p.a. CAGR
Typical provider
£165,332
net after all fees
Cellar Advisor
£190,381
net after all fees
Illustrative only. Typical industry model: £750 setup, 2% AUM p.a., £15 per 12-bottle case per year storage, no exit commission. Cellar Advisor: no setup fee, no annual management fee, storage of £12 per 12-bottle case per year passed through at cost, and 2% commission on sale for wines we source. Both assume one 12-bottle case per £5,000 invested and 7% p.a. growth. Past performance is not a guarantee of future returns.
External wines transferred to Cellar Advisor for sale are subject to a different fee structure. See our fee structure.
Our Process
We begin by understanding your existing holdings, investment objectives, and risk profile. Every portfolio is different; every approach is bespoke.
We begin by understanding your existing holdings, investment objectives, and risk profile. Every portfolio is different; every approach is bespoke.
Your investment strategy is built around your goals: capital growth, drinking enjoyment, gifting, or inheritance planning. We write it down and revisit it with you annually.
We operate as part of the professional fine wine trade, receiving allocations from châteaux, domaines, and Champagne houses at prices established before wine becomes publicly available.
Every bottle we place is stored in your named account at LCB Eton Park, Nottingham: HMRC-approved bonded storage. Fully insured, climate-controlled, and visit-ready.
Monthly market reports, annual portfolio reviews, and real-time Liv-Ex pricing keep you informed without overwhelming you. We translate data into decisions.
Sample Portfolio
This is an anonymised, illustrative portfolio. All valuations use Liv-Ex mid-prices. Past performance is not a guarantee of future returns.
12-month avg change
+15.4%
Holdings shown
6
2014
Domaine Bonneau du Martray
Corton-Charlemagne Grand Cru
2018
Pol Roger
Sir Winston Churchill
2017
E. Guigal
Côte Rôtie Château d'Ampuis
2018
Soldera (Case Basse)
100% Sangiovese Toscana
Fine wine investment is not regulated by the Financial Conduct Authority. The value of fine wine can go down as well as up and past performance is not a guarantee of future results.
WHAT CLIENTS SAY
Excellent personal service from Daniel. Deep understanding and extensive knowledge of wine investment and portfolio management. Would happily recommend to anyone interested in building up a high quality investment cellar.
1 / 10
All testimonials are from verified Cellar Advisor clients and published with permission.
Held in Bond
Every bottle we place is held in a named account in your name at LCB Eton Park, Nottingham: HMRC-approved, climate-controlled bonded storage with named title. Not pooled. Not co-mingled. Yours.
Bonded storage keeps your wine outside UK duty and VAT until it is released for consumption. This preserves provenance, protects value, and significantly simplifies any future sale, a structural advantage every serious wine investor should understand.
LCB Eton Park
HMRC Approved Bonded Warehouse
Insights
Events
FAQ
Wasting assets are defined by HMRC as assets with a predictable useful life not exceeding 50 years and are generally exempt from Capital Gains Tax in the UK. Most wines qualify as wasting assets given their tendency to deteriorate over time, which can make fine wine an attractive proposition from a tax efficiency perspective. That said, this is a complex area and individual circumstances will vary. Cellar Advisor strongly recommends seeking independent tax advice before making any investment decision
Cellar Advisor offers three core services. Our Portfolio Management service provides fully managed fine wine investment, tailored to each client's individual financial situation with no minimum investment requirement. Our Bespoke Sourcing service offers a personalised acquisition service for specific bottles, vintages and allocations, again with no minimum. Finally, our Selling and Liquidity service facilitates secondary market sales via Liv-ex, private placement or auction. All three services are available to private clients in the UK and internationally.
Clients transferring existing portfolios from external merchants or storage facilities benefit from our complete advisory and records service, with no portfolio management fees and selling fees of 2% for reinvestment and 7% for full liquidation, both inclusive of valuation, pricing strategy, buyer outreach, negotiation, settlement, and any LCB movements.
The first step is a free initial consultation with a named portfolio manager. We will discuss your goals, investment horizon, risk appetite, and whether fine wine is appropriate for your overall financial situation. There is no obligation and no commitment until you decide to proceed. Contact us via the website or call our London office.
Fine wine has delivered average annual returns of 10–15% over the past two decades according to the Liv-Ex Fine Wine 1000 index, outperforming many traditional asset classes over the same period. However, past performance is not a guarantee of future returns. Fine wine is an illiquid, unregulated alternative asset class and is best viewed as part of a diversified portfolio with a minimum five-year time horizon.
There is no minimum investment requirement at Cellar Advisor. Our Portfolio Management service is built around each client's individual financial situation, allowing us to curate a portfolio that is right for you regardless of where you are starting from. Equally, our Bespoke Sourcing service carries no minimum, meaning we are able to conduct a search for anything from a single bottle upwards.
Private Client Advisory
A free consultation with a named Cellar Advisor portfolio manager. No obligation, no management fees. Simply a conversation about your goals.
Risk warning
Capital at risk. The value of fine wine can fall as well as rise and you may get back less than you invest. Past performance is not a guide to future performance. Fine wine is a physical asset and investment in it is not regulated by the Financial Conduct Authority. You will not have access to the Financial Services Compensation Scheme or the Financial Ombudsman Service. Fine wine is illiquid and may take time to sell. Cellar Advisor does not provide financial, investment or tax advice. Please seek independent advice before making any investment decision.
