Turning passion into purpose
Welcome to Cellar Advisor, the premier destination for personalised portfolio management in the world of fine wines. Established in 2023, Cellar Advisor is a family-operated enterprise dedicated to delivering a one-of-a-kind experience to wine collectors and investors. With a blend of security, transparency, and a wealth of knowledge spanning more than four decades, Cellar Advisor is transforming the acquisition and management of fine wine collections.
Cellar Advisor was co-founded in the UAE by Daniel Ward. With more than 15 years of dedicated experience in the fine wine sector, Daniel Ward’s expertise has been a driving force since 2010. His co-founder, a seasoned private collector and investor, further enriches the team with valuable experience. Their collaboration has been instrumental in shaping the foundation of Cellar Advisor, seamlessly integrating extensive knowledge from both sides of the wine industry.
Meet The Team
Daniel Ward
Co-Founder & Managing Director
Daniel Ward is the Co-Founder and Director of Cellar Advisor, a leading advisory firm specialising in fine wine asset management for high-net-worth individuals. With over 17 years of experience in the fine wine industry, Daniel is a recognised expert in wine investment, curation, and market trends.
As the driving force behind Cellar Advisor, Daniel offers bespoke services that help clients build and manage fine wine portfolios, identifying rare vintages and maximising returns through strategic diversification. His leadership has established Cellar Advisor as a trusted partner for collectors and investors, providing exclusive access to top-tier wines and personalised advisory services.
A frequent keynote speaker, Daniel shares his expertise at industry events, discussing wine market trends, valuation techniques, and the cultural value of wine. His passion for fine wine, combined with his commitment to client-focused service, continues to strengthen Cellar Advisor’s position as a leading platform for wine investors and collectors.
Olivia Souto
Partner
Olivia began her wine career in 2017 at Treasury Wine Estates in Melbourne while travelling through Australia, where she contributed to key Penfolds campaigns. Upon returning to the UK, she spent six years as a Senior Relationship Manager at a leading fine wine investment firm in London, overseeing an AUM of £30 million.
With a deep commitment to delivering exceptional customer service, Olivia consistently strives to exceed client expectations. Her passion for wine, both as a professional and a consumer, makes her particularly enjoy the client education and hospitality aspects of her role. She takes great satisfaction in organising exclusive tastings, dinners, and wine-related trips, ensuring memorable experiences for her clients.
Holding a WSET Level 3 qualification, Olivia is now considering pursuing the prestigious WSET Diploma to further expand her expertise in the wine industry. Diligent and methodical in her approach to stock selection and analysis, she collaborates closely with procurement teams while staying up to date with market trends. Having previously worked successfully with Daniel, their shared commitment to exceptional client experience made her a natural fit for the Cellar Advisor team.
Martin Docherty
UK Partner
With 17 years in the wine industry, Martin has worked for some of the UK’s most prominent fine wine companies, building and managing collections for high-net-worth individuals. His experience spans all aspects of fine wine trading, from sourcing to portfolio management.
Martin leverages long-standing relationships and a deep knowledge of fine wine to build world-class collections for both collectors and investors. His expertise allows him to identify and acquire exceptional wines that offer both enjoyment and investment potential.
At Cellar Advisor, he provides bespoke advisory services, ensuring clients benefit from a seamless and rewarding collecting experience. Outside of work, his young family keeps him busy, and he enjoys sport and, of course, fine wine.
Joshua Lorec
Head of Trade Sales & Purchasing
Joshua Lorec serves as the Head of Purchasing and Trade at Cellar Advisor, where he plays a key role in shaping and growing the business. With a sharp eye for unique collections and market opportunities, Joshua has established himself as a vital part of the firm’s success.
He is a highly regarded fine wine asset advisor with an extensive network of rare fine wine suppliers, built through strong relationships with leading négociants. His strategic approach to purchasing and logistics ensures clients gain unparalleled access to exceptional vintages and market opportunities.
Joshua’s daily focus is on identifying below-market-value wines and valuing clients’ collections against current market trends. His expertise has helped cement Cellar Advisor’s reputation as a trusted partner for collectors and investors seeking transparency, value, and excellence in fine wine investment.
David Rowland
Partner
David is a dedicated Portfolio Manager at Cellar Advisor, blending a lifelong passion for fine wine with extensive professional experience. Having called Dubai home for 18 years, he developed a 15-year career as a shipping professional across global markets, complemented by real estate experience that refined his commercial insight.
At Cellar Advisor, David specialises in crafting bespoke wine collections that balance investment potential with personal enjoyment. His understanding of market dynamics and access to exceptional wines from Bordeaux, Burgundy, and beyond allow him to curate well-rounded portfolios for his clients.
Outside of work, David enjoys hosting tastings, playing sport, and exploring the world’s finest wines. His personable approach and dedication to building lasting relationships make him a trusted advisor to both new and seasoned collectors.
Jordan Williams-Whiting
Portfolio Manager
Jordan brings extensive experience in portfolio management and a strong commitment to delivering outstanding service. He works closely with clients to structure and manage diversified wine portfolios aligned with their financial objectives.
With a deep understanding of both the fine wine and investment sectors, Jordan combines analytical expertise with a client-focused approach. His ability to translate market insight into actionable strategies helps clients achieve long-term growth and satisfaction.
Dedicated to fostering trust, value, and performance within this evolving asset class, Jordan plays a central role in ensuring Cellar Advisor continues to offer an exceptional standard of service in fine wine investment.
