Wine Owners

What Wine Owners does

Wine Owners Limited is a UK-based, privately held vertical SaaS company founded in 2012 and headquartered at 2 Bleeding Heart Yard, London. It builds and sells wine-specific software platforms for the global fine wine trade, with no disclosed institutional funding and an 11-50 employee headcount band. Its two core products are Wine Hub — a business management platform (ERP) tailored for fine wine merchants, retailers, importers and agencies, producers and wineries — and Wine Keep, described by the company as the leading wine-specific warehouse management platform for storage operators in the USA.

The products are purpose-built around wine-trade workflows, including multi-channel selling (with automatic stock position updates that prevent double selling across eCommerce, Liv-ex and POS), bonded storage and client reserve management, ABV-based duty calculation, en primeur futures management, and white-label eCommerce. The architecture is built on Microsoft ASP.NET with a SQL Server database and a multilingual, multi-currency framework. Wine Hub is extended by modules (Hub Webshop, Hublink API, Pricing Groups, Self-directed Brokerage, Client Stored Wines, Stock Management, En Primeur, Multi-channel Selling) and connects via APIs to Liv-ex (a global fine-wine exchange that endorses Wine Hub as a leading integration partner), LCB (London City Bond), Lightspeed X, Xero, Sage, Pennylane, Wine-Searcher and critic data sources (Robert Parker, Jancis Robinson, Vinous). The proprietary reference database holds approximately 45,000 wine labels (575,000 including vintage variations) matched to LWIN codes.

Wine Owners operates a sales-led go-to-market model with field sales and inside sales, segment-specific pricing for merchants, importers/agencies and producers, and direct expert-led demos (e.g., Luc Berneau, James Bonavia). Revenue is generated through monthly SaaS subscriptions with tiered packaging by vertical. Customer concentration spans enterprise names such as Sotheby's, 67 Pall Mall, Octavian, New Hall Wine Estate and The Wine Cellarage alongside mid-market and startup merchants in the UK, France, Europe and Asia. Wine Owners holds ISO 27001 certification via its UKFast hosting partner, is pursuing Cyber Essentials Plus, and aligns with PCI-DSS for payment processing via Worldpay.

Name

Wine Owners

Legal name

Wine Owners Limited

Website

https://wineowners.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

11–50 employees

Short description

Wine Owners Limited is a UK-based vertical SaaS company that builds wine-specific business management (Wine Hub) and warehouse management (Wine Keep) software for fine-wine merchants, importers, producers and storage operators worldwide.

Ownership category

akta.pro rank

Product category

Wine Business Management Software (Vertical SaaS ERP)

NAICS

Wine and Distilled Alcoholic Beverage Merchant Wholesalers (42482), Beer, Wine, and Liquor Retailers (445320), Wineries (31213)

SIC

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

akta.pro primary industry

Beer, Wine & Spirits Wholesale Distribution (CRAOAIAA)

akta.pro secondary industries

Wine Retail (Bottle Shops & Wine Merchants) (CRANABAB), Alcohol Brokers, Agents & Route-to-Market Services (CRAOAIAC), Wine & Sparkling Wine Wineries & Brands (CRADAIAB)

Keywords

• Wine business management software
• Wine inventory management
• Wine warehouse management
• Wine ecommerce platform
• Fine wine ERP

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. SaaS Subscription: Wine Owners generates revenue through SaaS subscription fees for Wine Hub and Wine Keep platforms. Pricing varies by customer segment (Merchants & Retailers, Importers and Agencies, Producers & Wineries). The platform offers tiered pricing structures with different feature sets for different business sizes and needs.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels8 records

Core offering

Wine Owners sells vertical SaaS software for the wine trade: Wine Hub, a wine-specific ERP for merchants, retailers, importers, agencies, and producers that manages inventory, multi-channel selling, En Primeur workflows, duty calculation, and connectors to Liv-ex, LCB, Lightspeed X, Xero, and Sage; and Wine Keep, a wine-specific warehouse management and inventorying platform for bonded storage operators. Both are built on a Microsoft ASP.NET / SQL Server stack and centered on a database of ~45,000 LWIN-matched wine references enriched with critic reviews and market pricing.

Product overview

Wine Owners is a wine-specific SaaS company offering two core platforms: Wine Hub (business management/ERP) and Wine Keep (warehouse management). Wine Hub is the primary product — a modular ERP for merchants, retailers, importers, agencies, and wine producers — while Wine Keep addresses storage operators. Wine Hub is extended through purpose-built add-on modules including Hub Webshop (eCommerce), Hublink (API/integration framework), En Primeur Management, Stock Management, Client Stored Wines, Self-directed Brokerage, Pricing Groups, and Multi-channel Selling. The two platforms share data and integrations with industry tools (Liv-ex, LCB, Lightspeed X) and back-office systems (Xero, Sage, Pennylane). The architecture is white-label capable throughout.

Differentiator

Problem solved

Functional benefit

Brands

• Wine Hub: Business management platform (ERP) designed specifically for wine and spirits merchants, retailers, importers, and producers. Supports daily workflows, inventory management, eCommerce, and sales channel integration.
• Wine Keep

Products and services

• Wine Hub Wine business management platform (ERP) designed specifically for wine and spirits merchants, retailers, importers, agencies, and producers. Supports daily workflows, wine inventory management, multi-channel selling, eCommerce, client stored wines, En Primeur management, ABV-based duty calculation, and integrates with Liv-ex, LCB, Lightspeed X, and accounting platforms (Xero, Sage, Pennylane).
• Wine Keep Wine-specific warehouse management and inventorying platform for bonded storage operators, enabling management of bonded wine inventory, client reserves, and logistics. Described as the world's leading wine-specific warehouse management system.
• Hub Webshop Integrated eCommerce module within Wine Hub that enables wine merchants to operate fully integrated online stores connected to mastered inventory, with real-time stock updates across all sales channels and seamless two-way communication to the Hub.
• Hublink API and integration framework for Wine Hub that enables external system connections, web store setup, vendor inventory integration, and connectivity with third-party platforms for broking operations.
• En Primeur Management Specialised workflow module for managing En Primeur (wine futures) orders from purchase through delivery, automating the complex multi-year process with referential database support for rapid purchase order creation.
• Stock Management Advanced wine inventory management capabilities within Wine Hub including physical stockholding, virtual stock, multi-location tracking, case splitting, and real-time stock position updates across all sales channels.
• Client Stored Wines Reserves management module enabling merchants to manage private client wine holdings, track withdrawals, and offer brokerage services on managed client stock.
• Self-directed Brokerage Wine brokerage module that enables merchants to manage and settle wine sales on behalf of private clients, integrated with Liv-ex for improved brokerage turnover.
• Pricing Groups Pricing module that enables wine merchants to apply differential pricing strategies across customer segments and sales channels.
• Multi-channel Selling Multi-channel selling capability that allows merchants to list and sell wine across eCommerce, Liv-ex, POS, and other channels simultaneously from a single mastered inventory, eliminating double-selling risk.

Quantifiable outcome

• Eliminated double selling risk through seamless multi-channel stock updates
• +3 more outcomes

Named customers30 records

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration11 records

Feature8 records

Partnerships

17 partnerships are on record, tiered secondary and core.

• The Gérard Basset Foundation / Golden VinessecondaryOthers · 1 January 2021The Golden Vines Awards is a charitable event created in 2021 to support diversity and inclusion-related wine education funding programmes globally. Wine Owners is the Official Golden Vines Wine Software Partner, supporting the Golden Vines Diversity Scholarship, Internship & Mentorship Programmes.
• Liv-excoreTechnology or IntegrationLiv-ex is a global marketplace for fine wine trading with over 560 members. Wine Owners is endorsed by Liv-ex as their leading integration partner. The integration allows merchants to place bids, offer stock for sale, access virtual stock from tens of millions of pounds of exchange offers, and automatically update stock positions across all channels when transactions occur.
• XerocoreTechnology or IntegrationXero is a cloud-based accounting software platform with over 2.7 million subscribers globally. Integration with Wine Hub enables real-time financial data synchronization, invoice management, payment tracking, and VAT reporting directly within the wine business management platform.
• SagesecondaryTechnology or IntegrationSage is a global market leader for small and medium business technology providing visibility, flexibility and efficiency for managing finances, operations and people. Integration available for customers using Sage accounting.
• Wine-SearchercoreTechnology or IntegrationWine-Searcher is a web search engine enabling users to locate price and availability of wines globally. Wine Owners uses Wine-Searcher raw data weekly to process and provide market pricing information within the platform.
• LCB (London City Bond)coreTechnology or IntegrationLCB is the UK's leading tax warehousing company with renowned drinks trade customers. Integration allows Wine Hub users to manage storage at LCB facilities with automatic stock synchronization and communication.
• Lightspeed XcoreTechnology or IntegrationLightspeed is a unified electronic point of sale and payments platform powering retail and hospitality businesses. Wine Hub's integration with Lightspeed X enables point of sale functionality for wine merchants and retailers.
• PreferablisecondaryTechnology or IntegrationPreferabli is the leading AI-driven, B2B2C personalization and recommendation software platform for wine, beer and spirits industry. Integration enhances customer recommendation capabilities within Wine Hub.
• Robert Parker / Wine AdvocatecoreTechnology or IntegrationRobert Parker was the first wine critic with international influence, credited for popularising the 100-point wine rating scale. Wine Hub integrates reviews and scores from Robert Parker's team, providing critic coverage data within the wine database.
• Jancis RobinsoncoreTechnology or IntegrationJancis Robinson is a British wine critic and Master of Wine, founder of Jancisrobinson.com and Financial Times columnist. Wine Hub integrates reviews and scores from Jancis Robinson within the wine reference database.
• VinouscoreTechnology or IntegrationVinous is Antonio Galloni's modern wine publication with renowned critics and writers offering coverage of new releases, retrospectives and verticals. Wine Hub integrates Vinous reviews and scores within its wine database.
• The Drinks TrustsecondaryOthersThe Drinks Trust (originally The Benevolent, founded 1886) provides vocational, wellbeing, financial and practical support to individuals from the wine industry. When clients start using Wine Hub, Wine Owners donates a percentage of first year's monthly fees to support the Drinks Trust.
• SalesforcesecondaryTechnology or IntegrationSalesforce provides data management services via platform and App for contact management and marketing purposes. Used by Wine Owners for CRM and marketing automation.
• Pure360secondaryTechnology or IntegrationPure360 provides email services via platform for managing user and prospect database including contact and marketing communications data.
• Cirrus InsightsecondaryTechnology or IntegrationCirrus Insight provides email management services enabling contact with relevant information and marketing, integrated with Salesforce for recording contacts.
• UKFastsecondaryTechnology or IntegrationUKFast provides hosting services for Wine Owners' Platform via secure and robust cloud-based service. Servers located in Manchester, UK. UKFast is certified to ISO 27001 and ISO 9001:2008.
• PennylanesecondaryTechnology or IntegrationPennylane is a French accounting specialist. Integration with Wine Hub automates operations, provides real-time visibility into sales, purchases, payments and VAT for French wine businesses.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Others

• Liv-ex: Liv-ex is the global fine wine marketplace with 560+ members and Wine Owners' most strategic partner. It is not a direct software competitor but its data, exchange, and pricing infrastructure underpin Wine Hub's differentiation, making it the most strategically relevant adjacent counterparty.

Broad incumbents

• Shopify: Shopify is the dominant horizontal e-commerce platform and powers many wine DTC stores globally. While not wine-specific, it competes with Wine Hub's Webshop for merchants choosing a generic platform over a vertical solution, and offers a long-term threat if it deepens wine compliance features.
• Lightspeed: Lightspeed is a broad POS, payments, and commerce platform for retail and hospitality. It is already integrated into Wine Hub (Lightspeed X) but also competes broadly for the wine retailer's technology wallet against Wine Owners' POS-adjacent functionality.
• Oracle NetSuite: NetSuite is a leading cloud ERP used by mid-market and enterprise operators including wine importers and distributors. It competes with Wine Hub at the general business management/ERP layer; Wine Owners' defense is its wine-specific workflows that NetSuite lacks out of the box.

Direct peers

• Commerce7: Commerce7 is a direct-to-consumer and wine club management platform serving independent wineries and wine retailers in North America. It overlaps with Wine Owners' Wine Hub eCommerce, club, and inventory modules and targets a similar fine wine SMB/mid-market customer.
• Vin65: Vin65 (now part of WineDirect) is a wine-specific e-commerce and CMS platform historically used by wineries and small merchants. It is comparable to Wine Hub's Webshop and merchant modules, with overlapping target customers in the fine wine trade.
• InVintory: InVintory is a wine cellar management and inventory platform serving collectors, restaurants, and retailers. It overlaps with Wine Owners' collection management and Wine Keep's cellar/inventory functionality, particularly for the consumer and prosumer segment.
• WineDirect: WineDirect (formed from the merger of eCellar and Vin65) provides wine e-commerce, point-of-sale, and DTC marketing tools for wineries and wine retailers. It is the most direct head-to-head competitor for Wine Hub's eCommerce and merchant management workflows.

Emerging players

• Sovos ShipCompliant: Sovos ShipCompliant (formerly VinterActive) is a leading alcohol beverage compliance and reporting platform used by wineries, importers, and retailers. It is comparable to Wine Hub's duty calculation and compliance-adjacent workflows and competes for the same regulated operator budget.
• CellarTracker: CellarTracker is the largest consumer/prosumer wine collection tracking community, with hundreds of thousands of users. It overlaps with Wine Owners' consumer-facing collection management and trading community offering and could either be a partner or competitor for end-consumer mindshare.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/wine-owners
• Xx.com/WineOwners1
• Facebookfacebook.com/WineOwners

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

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 Wine Owners