What Crurated does

Crurated is a London-based private membership platform founded in May 2021 by Alfonso de Gaetano, serving discerning fine wine collectors through an integrated ecosystem of direct producer sourcing, blockchain-verified provenance, bonded storage, and curated community access. The company's core technology combines blockchain and NFT-based bottle authentication with RFID tracking, assigning each bottle a unique serial number (USN) linked to a non-fungible token that documents custody from domaine cellars through bonded storage to final delivery. Physical infrastructure centers on a temperature and humidity-controlled flagship warehouse in Beaune, France (Burgundy), with a secondary facility in Hong Kong, and international delivery networks spanning Europe, Asia, North America, and Oceania. Member purchasing occurs through a voucher-based system supporting Weekly Offers (Collections, Barrels, sealed-bid auctions), Single Lot Auctions, Private Sales, and fixed-price Shop inventory, with secondary market liquidity provided through the partner-operated CruTrade marketplace.

Revenue is generated across five streams: annual membership fees (Standard at €300/year, Invitation-Only Status at €5,000/year), wine and spirits sales transacted through the voucher system, bonded storage fees (complimentary at Beaune for members; €2.00-€3.00 per bottle per year at non-Beaune or legacy locations), auction transaction fees, and zone-based shipping charges. The go-to-market motion is community-led and event-driven, relying on application-based membership with explicit curation for cultural fit, member referrals, exclusive producer events, and content marketing through the Crurated Journal. Customer segments include serious wine collectors (primary), wine investors treating fine wine as an asset class, and luxury lifestyle enthusiasts seeking exclusive access. The company has raised approximately $10.4M across two funding rounds (€3M in April 2022 and $7.2M in January 2023) from private investors, operates 51-100 employees, and has built direct relationships with prestigious producers across Burgundy, Champagne, Piedmont, Bordeaux, and emerging regions.

Name

Crurated

Legal name

Crurated Limited

Website

https://crurated.com

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

51–100 employees

Short description

Crurated is a London-based private membership platform founded in 2021 that serves serious wine collectors through blockchain-verified provenance, bonded Burgundy storage, direct producer access, and a curated collector community spanning four continents.

Ownership category

akta.pro rank

Product category

Fine Wine Membership Platform

NAICS

Beer, Wine, and Liquor Retailers (44532)

SIC

Wholesale-Beer, Wine & Distilled Alcoholic Beverages (5180)

akta.pro primary industry

Wine Retail (Bottle Shops & Wine Merchants) (CRANABAB)

akta.pro secondary industries

Premium, Rare & Collectible Alcohol Retail (Fine Wine/Spirits) (CRANAAAJ), Fine Wine & Luxury Spirits Retail (CRANABAE)

Keywords

• Fine wine marketplace
• Wine collection platform
• Blockchain wine authentication
• Bonded wine storage
• Luxury wine membership

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Supply Chain, Personnel, Technology or R&D, Marketing or Sales, Infrastructure

Revenue model

1. Annual Membership Fees: Core revenue stream from membership subscriptions. Standard membership at €300 per year provides access to exclusive allocations, complimentary Burgundy storage, one complimentary bulk transfer, and CruTrade marketplace access. Premium Invitation-Only Status at €5,000 per year offers priority access to wines and spirits, dedicated events, and preferential allocations.
2. Wine and Spirits Sales via Voucher System: Products sold exclusively to members through a multi-purpose voucher system on the platform. Purchases made via Weekly Offers (Collections, Barrels, Single Lot Auctions), Private Sales, and Shop. Revenue recognized upon order acceptance and payment completion.
3. Storage Services: Complimentary storage in Beaune warehouse for members; fee-based storage for non-Beaune warehouses (€2.00 per bottle per year for members) and legacy accounts (€3.00 per bottle per year in Beaune). Storage fees billed semi-annually and prorated based on actual usage.
4. Auction Fees: Revenue from sealed-bid auctions and single lot auctions where members bid on limited and rare wine releases. Auctions operate with minimum price requirements and binding bid submissions.
5. Shipping and Delivery: Shipping charges vary by destination zone (Europe €1.50-18, Asia €10-75, North America €15-110, Oceania €20-100 per bottle) and quantity. Large orders (>60 bottles) quoted separately via palletized freight service. Spirits shipments quoted ad hoc.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

Crurated operates a private membership platform that connects discerning fine wine collectors directly with leading wine estates. It sells curated wine allocations through a voucher-based system (Weekly Offers, Private Sales, Auctions, Shop), provides bonded temperature-controlled storage in Beaune and Hong Kong, ships internationally, and documents each bottle's provenance through blockchain and NFT technology with RFID tracking from producer cellars to final delivery.

Product overview

Crurated is a private membership platform for fine wine collectors that operates as a unified ecosystem comprising the core Crurated Platform, multiple purchasing mechanisms (Weekly Offers including Collections, Barrels, Sealed-Bid Auctions, Single Lot Auctions, Private Sales, and Shop), a Wine Voucher System for product transactions, Storage and Delivery logistics services, the partner-operated CruTrade secondary marketplace, and Events & Experiences. The platform connects collectors directly with leading wine estates, offering verified provenance through blockchain/NFT documentation, professional temperature-controlled storage, and curated access to limited wine releases through tiered membership (Standard at €300/year and Invitation-Only at €5,000/year).

Differentiator

Problem solved

Functional benefit

Products and services

• Crurated Private Membership Platform Private membership platform offering direct access to leading wine estates, blockchain-verified provenance, temperature-controlled bonded storage, and exclusive allocations for approved collectors.
• Standard Annual Membership Annual auto-renewing membership priced at €300 per year (plus VAT) providing exclusive allocations, complimentary Beaune warehouse storage and insurance, one complimentary bulk transfer per 12 months, and CruTrade marketplace access.
• Invitation-Only Status (Premium Membership) Premium membership at €5,000 per year (plus VAT) offering priority access to wines and spirits, preferential allocations, dedicated events and dinners, and exclusive experiences.
• Wine Voucher System Multi-purpose voucher system used to purchase all wine products on the platform. Vouchers can be redeemed for physical bottles when products become available for delivery, and transferred between members as gifts.
• Bonded Wine Storage Service Temperature and humidity-controlled bonded warehouse storage with full insurance coverage. Complimentary at Beaune for members; €2.00/bottle/year at non-Beaune warehouses; €3.00/bottle/year for legacy non-member accounts at Beaune.
• International Wine Delivery Service

Quantifiable outcome

• Every bottle authenticated with blockchain and RFID verification from producer cellars to final delivery
• +2 more outcomes

Named customers8 records

Segments3 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability1 record

Feature4 records

Partnerships

Three partnerships are on record, tiered core and minor.

• CruTrade Inc.coreTechnology or IntegrationCrurated operates in partnership with CruTrade Inc., a private limited company incorporated in Panama (Company Number: 155771295). CruTrade operates a marketplace website (www.crutrade.io) enabling Crurated members to list and sell Products purchased from Crurated. The partnership provides a secondary market liquidity mechanism for members while maintaining Crurated's primary focus on sourcing and storage.
• DHL, UPS, and Equivalent CarriersminorOthersCrurated partners with international logistics providers for wine shipments, offering expedited delivery service for smaller orders and freight service for large orders exceeding 60 bottles.
• Shipping Insurance PartnersminorOthersCrurated works with insurance partners to provide coverage against damage, theft, breakage, and loss during transit for wine and spirit shipments.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Cult Wines: Direct competitor offering fine wine investment and curated sourcing for collectors, with a marketplace model and storage partnerships. Highly comparable membership-style offering targeting serious collectors and wine investors.
• Berry Bros. & Rudd: Britain's oldest fine wine merchant (founded 1698), offering direct allocations, bonded storage, and provenance services to collectors. Closest legacy analogue to Crurated's producer-direct, provenance-driven model.
• Bordeaux Index: Fine wine trading platform offering live market pricing, brokerage, and bonded storage for collectors and investors. Comparable in trading liquidity, storage services, and collector/investor audience overlap.
• Acker Merrall & Condit: America's oldest and largest wine auction house, offering auctions, retail, and storage for serious collectors. Comparable auction format and premium collector focus; lacks Crurated's NFT provenance layer.
• Liv-ex: The leading global fine wine exchange, providing a trading platform, market data, and settlement services. Comparable as a marketplace layer for authenticated, investment-grade wine, though it is B2B-leaning.
• Justerini & Brooks: Long-established UK fine wine merchant offering direct allocations, en primeur, and bonded storage for collectors. Closely comparable producer-direct model and premium Burgundy/Bordeaux focus.
• Yapp Brothers: Specialist UK fine wine merchant focused on Rhône, Loire, and Provençal wines, with direct estate relationships and collector clientele. Comparable niche specialization and direct-sourcing philosophy.

Broad incumbents

• Sotheby's Wine: Luxury auction house with a dedicated wine division running major auctions and retail sales. Comparable at the high end of the collector market; broader luxury portfolio gives it scale advantages but less specialization in fine wine.
• Christie's Wine: Global auction house with a wine department serving collectors and investors. Comparable premium collector audience; broader art/luxury scope means wine is one of many categories.
• Wine-Searcher: Global wine price comparison and marketplace search engine. Comparable as a discovery and price-transparency layer for collectors, though it is a horizontal search/marketplace rather than a curated membership platform.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries1 record

Funding overview

Funding rounds2 records

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Crurated