Cellar Advisor

Name

Cellar Advisor

Legal name

Cellar Advisor Ltd

Website

https://cellar-advisor.com

Company type

Private

Founded year

2023

Operating status

Operating

Headcount range

1–10 employees

Ownership category

akta.pro rank

Product category

Fine Wine Investment Advisory

NAICS

Wine and Distilled Alcoholic Beverage Merchant Wholesalers (42482)

SIC

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

akta.pro primary industry

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

akta.pro secondary industries

Broker-Dealer Affiliated Wealth Advisory (FSAEABAB), Beer, Wine & Spirits Wholesale Distribution (CRAOAIAA)

Keywords

• Fine wine advisory
• Wine portfolio management
• Alternative asset investing
• En primeur allocation
• Bonded wine storage

Headquarters

HQ city

Dubai

HQ country

United Arab Emirates

HQ region

Middle East

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others, Infrastructure

Revenue model

1. 2% Commission on Sale (Cellar Advisor sourced wines): Cellar Advisor charges a 2% commission on the confirmed sale proceeds for wines it sources. No annual management fees, setup fees, storage markups, or exit commissions apply for these wines. This aligns advisor and client incentives — if the wine portfolio does not appreciate, the firm earns nothing.
2. 2% Reinvestment Commission (Transferred wines): For clients transferring existing wine holdings to Cellar Advisor who sell to reinvest proceeds with Cellar Advisor, a 2% selling commission applies inclusive of valuation, pricing strategy, buyer outreach, negotiation, settlement, and LCB movements.
3. 7% Full Liquidation Commission (Transferred wines): For clients exiting their wine holdings entirely (transferred wines), a 7% selling fee applies inclusive of valuation, pricing strategy, buyer outreach, negotiation, settlement, and LCB movements.
4. Storage Cost Pass-through: Storage fees at LCB Eton Park are passed through at cost, typically £12–18 per case per year depending on format, invoiced directly by LCB Eton Park. Cellar Advisor charges no markup on storage.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels8 records

Core offering

Cellar Advisor provides bespoke fine wine portfolio advisory services for high-net-worth private investors, covering portfolio construction, sourcing at Liv-Ex trade prices, en primeur allocations, HMRC-approved bonded storage in named segregated accounts at LCB Eton Park, and secondary-market liquidity support. The firm charges a 2% commission on sale for wines it sources, with no management, setup, or annual fees, and accepts Bitcoin and USDC payments alongside traditional settlement.

Product overview

Cellar Advisor is a bespoke fine wine portfolio advisory firm operating as a unified advisory service with interconnected modules rather than a standalone software product. The core offering is Portfolio Management, which provides fully managed fine wine investment with a named portfolio manager, quarterly valuations, and monthly market reports. This is supported by Bespoke Sourcing (acquiring specific bottles at trade prices via Liv-Ex and négociant networks), En Primeur participation (pre-bottling allocation purchases of Bordeaux), and Storage & Provenance (bonded, named-account storage at LCB Eton Park). Additional services include Cryptocurrency Payments (BTC/USDC accepted) and a Selling & Liquidity service for secondary market exits. The firm charges a 2% commission on sale only — no management fees, setup fees, or annual charges.

Differentiator

Problem solved

Functional benefit

Products and services

• Fine Wine Portfolio Management Full-service fine wine portfolio management tailored to each client's financial situation, risk profile, and investment objectives, including a written investment strategy, quarterly Liv-Ex-based portfolio valuations, monthly market reports, and a dedicated named portfolio manager. The service targets HNW and UHNW private investors seeking fine wine as an alternative asset.
• Bespoke Sourcing Personalised acquisition of specific bottles, vintages, and allocations for individual clients, sourced at trade prices through Cellar Advisor's Liv-Ex membership and network of négociants. Targeted at private investors and collectors seeking particular wines without engaging in a full managed portfolio relationship.
• En Primeur Participation Selective participation in Bordeaux en primeur campaigns, enabling clients to secure allocations of new vintage wines at pre-release / trade prices before bottling, with all purchases held in bond at LCB Eton Park under the client's named account. Designed for investors seeking early-vintage exposure with bonded delivery.
• Storage & Provenance Bonded, climate-controlled storage of client wines at LCB Eton Park in Nottingham, with each client's holdings kept in a named, segregated account fully insured to current Liv-Ex market value. Available to Cellar Advisor clients and the transfer of existing cellars; storage fees are invoiced at cost by LCB Eton Park (£12–£18 per case per year depending on format) with no Cellar Advisor markup.
• Selling & Liquidity Secondary-market sale execution for client wine holdings, delivered via Liv-Ex, private placement, or auction, including pricing strategy, buyer outreach, negotiation, settlement, and any required LCB movements. Available for both Cellar Advisor-sourced portfolios (2% commission on sale) and external wines transferred in for sale (2% if proceeds are reinvested with Cellar Advisor; 7% on full liquidation).
• Cryptocurrency Payments Settlement option that accepts Bitcoin (BTC) and USD Coin (USDC, on Ethereum or Solana) as payment for wine purchases and portfolio transactions, enabling clients to convert digital-asset holdings into physical fine wine through Cellar Advisor. Aimed at clients who wish to deploy crypto proceeds into tangible, segregated wine assets.

Quantifiable outcome

• £29,530 more retained over 10 years vs typical industry fees on a £100k portfolio at 6% p.a. CAGR
• +4 more outcomes

Named customers1 record

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Five partnerships are on record, tiered core and minor.

• Liv-ExcoreTechnology or IntegrationLiv-Ex is the global fine wine exchange and benchmark price-setting body. Cellar Advisor's Liv-Ex membership provides access to live trade data, secondary market pricing, and en primeur allocations at trade prices. Portfolio valuations are based on Liv-Ex mid-market prices.
• LCB Eton Park (London City Bond)coreStrategic or Co-development PartnerLCB Eton Park in Nottingham is HMRC-approved bonded storage. All Cellar Advisor client wines are stored in named, segregated accounts under each client's name. Services include climate control to 12°C, full insurance to current market value, and visit-ready facilities. Storage fees are passed through at cost.
• Richmond Rugby ClubminorOthersCellar Advisor is a proud sponsor of the Richmond Rugby Club. The partnership includes exclusive wine tasting evenings and client events held at the club, such as pre-match dinners with Bordeaux tastings.
• WSETcoreOthersThe Wine & Spirit Education Trust is the primary global provider of wine and spirits qualifications. Cellar Advisor advisors hold WSET Level 3 qualifications.
• Prept FoundationminorOthersPrept Foundation is a wine education organization of which Cellar Advisor is a listed partner.

Scale indicators10 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Cult Wines: Direct competitor offering fine wine investment portfolios, sourcing, storage, and a managed advisory service for HNW clients. Closest peer on product, customer, and fee model.
• Bordeaux Index: Fine wine trading platform and advisory offering portfolio management, brokerage, and Liv-Ex aligned pricing to private and institutional clients. Operates a similar transaction-and-storage model.
• Vin-X: Online fine wine investment platform offering portfolio management, live pricing, and Liv-Ex-aligned execution for private investors. Direct competitor in the same niche advisory segment.

Broad incumbents

• Berry Bros. & Rudd: Long-established London fine wine merchant offering brokerage, storage, en primeur, and investment-grade wine advisory. Wider portfolio (retail, events, spirits) but directly comparable on fine wine advisory services.
• Justerini & Brooks: Historic fine wine merchant with private client advisory, brokerage, bonded storage, and en primeur access — overlapping services with Cellar Advisor, with a broader heritage portfolio and larger team.
• Lay & Wheeler: Established UK fine wine merchant offering private client advisory, en primeur, and bonded storage. Comparable services but with a broader retail and consumer-facing footprint.
• Corney & Barrow: Long-standing fine wine merchant with private client advisory, brokerage, and bonded storage services. Overlapping capability set with a stronger institutional and hospitality client base.

Emerging players

• Fine Wine by Phipps: Independent fine wine broker and advisory catering to private collectors and investors. Smaller scale but overlapping on sourcing, valuation, and secondary-market facilitation.
• The Antique Wine Company: Fine wine merchant and advisory serving private collectors with sourcing, valuations, and investment portfolios. Comparable niche positioning with a focus on investment-grade bottles.
• Goedhuis & Co: Boutique fine wine merchant offering private client advisory, sourcing, and brokerage across Bordeaux, Burgundy, and Rhône. Comparable advisory model serving a similar HNW collector-investor segment.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/cellar_advisor
• LinkedInlinkedin.com/company/cellaradvisor

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Cellar Advisor