It was inevitable; the moment when wealth, knowledge, modern living and the market, converged to create a cohort of well-heeled millennials and Gen Zs who are restructuring the way fine wine is bought and collected.
At a time when another chunk of Millennials and Gen Z are abandoning alcohol completely, for those still keeping the faith, there is now an emphasis on quality for those moments when they do open a bottle.
According to the 2025 UK Wealth Report, wine is now the most sought-after ‘collectible’ with particular interest from a tranche of investors aged 21 to 43. They have eschewed traditional instruments such as stocks, bonds and precious metals and are moving into ‘alternative assets’ such as art, antiques, watches, cars and whisky.