Our Story
Turning passion into purpose.
Our Story
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 revolutionising the acquisition and administration of fine wine collections.
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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 profound expertise has been a driving force since 2010. His co-founder, a seasoned private collector and investor, further enriches the team with a wealth of experience. The harmonious collaboration has been instrumental in shaping the establishment of Cellar Advisor, seamlessly integrating extensive knowledge from both aspects of the wine industry.
Daniel Ward
Co-Founder & Managing Director
Keynote Speaker | Fine Wine Luxury Asset Advisor for HNW individuals.
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 15 years of experience in the fine wine industry, Daniel is a recognised expert in wine investment, curation, and market trends.
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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 tailored advisory services.
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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 personalised service, continues to elevate Cellar Advisor 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 traveling 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.
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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, has made her particularly enjoy the client education and entertainment aspects of her role. She takes pride in organising exclusive tastings, dinners, and wine-related trips, ensuring memorable experiences for her clients.
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Holding a WSET Level 3 qualification, Olivia is now considering pursuing the prestigious WSET Diploma to further expand her expertise in the wine industry.
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Olivia brings a wealth of knowledge and experience to the team. Not only is Olivia dedicated, but she also thoroughly enjoys the process of stock selection, ensuring she is diligent and meticulous with her stock analysis. She collaborates closely with procurement teams and consistently stays up-to-date with market trends to make informed decisions.
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Having previously worked successfully with Daniel, their shared commitment to delivering an exceptional customer experience made Olivia a natural fit for the Cellar Advisor team.
Meet The 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, with a track record of building and managing wine collections for high-net-worth individuals.
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Martin leverages long-standing relationships and a deep knowledge of fine wine to build world-class collections for both collectors and investors.
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At Cellar Advisor, he provides bespoke advisory services, ensuring clients acquire exceptional wines and enjoy the rewarding experience of wine collecting.
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Outside of work, his young family keeps him busy, but he has a love of sport and, of course, a passion for fine wine.
Joshua Lorec
Head of Trade Sales & Purchasing
Joshua Lorec serves as the Head of Purchasing and Trade at Cellar Advisor. Since joining Cellar Advisor, Joshua has played a pivotal role in establishing and growing the company, leveraging his keen eye for unique wine collections and market opportunities.
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He is a highly regarded fine wine asset advisor with an extensive network of rare fine wine suppliers, forged on his strong relationships with leading negociants. His strategic approach to purchasing and logistics has streamlined operations, ensuring his clients receive unparalleled access to exceptional vintages. Joshua’s daily focus on identifying below-market-value opportunities and valuing clients’ collections against current market trends has solidified Cellar Advisor’s reputation as the trusted partner for collectors and investors.
Jordan Williams-Whiting
Account Manager
With a strong background in account management, Jordan is committed to delivering exceptional service and strategic support to clients in the wine investment space. He brings deep expertise in portfolio management, helping clients build and manage diversified wine investment portfolios tailored to their financial goals and risk profiles.
Backed by a wealth of knowledge in the fine wine and investment industries, Jordan combines market insight with a client-first approach to drive long-term value, trust, and performance in an increasingly dynamic alternative asset class.
