WineFi 🍷

WineFi is transforming the way that people invest in fine wine.

We work with individuals and businesses looking to gain exposure to investment-grade wine for themselves, or on behalf of their clients.

We are proud to be part-owned by Coterie Holdings — one of the most prestigious fine wine groups globally.

WineFi has been featured in the Financial Times, Forbes, Wealth Briefing, The Buyer, The Drinks Business, Digital Frontier and many others.

We are a multi-award winning business having won "Wine Investment Platform of the Year" twice, as well as many others - including Seedlegals' "Start-up of the Year". 

Capital at risk. Fine wine is an unregulated asset class. For more information, see our risk disclaimer.

Chief Executive Officer

Nomio

Joined pre-PMF as employee #3 to lead go-to-market. Achieved 100x ARR growth during tenure — from 2 to 50+ B2B clients (ranging from SMEs to enterprise).

Commercial Director

GRAYCE

Account Executive (Financial Services)

J.P. Morgan Asset Management

UK Funds

Fidelity International

Graduate Analyst

Finsbury

Financial PR Internship

Foreign and Commonwealth Office

Brand Ambassador

House of Commons

Office of Stephen Hammond, Member of Parliament for Wimbledon (2005 to 2024)

Researcher

Diageo

Founder @ WineFi | Bringing Fine Wine Investing Mainstream | ex-JP Morgan.

WineFi is a multi award-winning platform that makes investing in fine wine simple and cost-effective — opening the door for more people to access blue-chip wines for the very first time.

We work with individuals and businesses who want to co-invest in carefully sourced collections of investment-grade wines — whether for themselves or alongside their clients.

Our unique syndicate structure allows investors to own a direct share of world-class wines from just £3,000, a fraction of the cost of buying the individual bottles outright.

WineFi has been featured in the Financial Times, Wealth Briefing, The Buyer, The Drinks Business, Digital Frontier and many others.

We are backed by leading fine wine group Coterie Holdings, as well as SFC Capital and Founders Capital, and a number of wonderful angels.

Request early access: https://www.winefi.co

Capital at risk. Fine wine is an unregulated asset class and the value of your investment may fall as well as rise.

This is a map of every country where we have a WineFi 🍷 client

Our core focus has been the UK (as our home market) but as word has spread we have attracted interest from all over the world.

It's moving to think we now have clients in 18+ countries so soon after inception. 

I'm very proud of what we are building and very grateful for the support.

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Follow the journey over at WineFi 🍷

Callum Woodcock

CEO at WineFi 🍷 | xJP Morgan | Quant Fine Wine Investing

We’ve just welcomed Jorge Sierra as Head of Partnerships at WineFi 🍷.

If you were looking at us from the outside, you might expect our next hire to have been a Head of Performance Marketing or a generalist Head of Growth.

That’s the standard playbook: turn on the paid ads, run A/B tests on creative, and try and saturate Google and Meta.

Don't get me wrong, we experimented with this exact approach -- but we came to the conclusion that we shouldn't be where our peers are.

In our industry, trust is the currency. You’re asking people to put meaningful amounts of capital into an unregulated asset class they may know very little about.

You don’t win that trust by driving traffic from Instagram to a landing page -- you win it by showing up in the right rooms, earning the confidence of professional investors, and (most of all) outperforming the broader wine markets.

Performance marketing can get you attention, but partnerships with intelligent and regulated brands bring credibility and trust. This is what converts.

In the long run, the company that wins this category won’t be the one that shouts the loudest online (although I appreciate this is the pot calling the kettle black 😅) but I truly believe it will be the one whose name gets spoken in serious conversations about capital allocation.

The beauty is that our syndicate model then makes these partnerships scalable: once a relationship is forged and trust established, investors can participate seamlessly through a self-service structure — giving us (and them) the best of both worlds.

Those that want to have a call can, those that don't are not forced to do so.

Jorge has a track record of building those kinds of needle-moving relationships, and experience building a category-defining brand from inception. 

Over the next year, I’m confident you’ll see the results in the calibre of partners we bring on, and the scale of opportunities we unlock.

We’re playing the long game. And we are convinced that partnerships are how you play it.

Welcome aboard, Jorge. Big things ahead.

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Follow the journey over at WineFi 🍷

If you are ever concerned that your pitch deck sucks, this was the actual v.1 of WineFi 🍷's pre-seed deck.

I'm still not 100% sure why I thought that orange was a good colour scheme for a fine wine investment platform 🤷‍♂️ 

Side note: we ended up pivoting away from fractional investment because of the high CAC, regulatory overhead, and loss of CGT-exemptions for our clients.

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Follow the journey over at WineFi 🍷

A very kind write-up on WineFi 🍷 in The Drinks Business today.

Happy Friday and long live the RTB! 🥂 

https://lnkd.in/enj-mipS

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Follow the journey over at WineFi 🍷

Open article: ‘It’s us versus the red trouser brigade’ by thedrinksbusiness.com

‘It’s us versus the red trouser brigade’

🍷 Breaking news: For the first time since Q3 2022, our trade-based index ROSE quarter-on-quarter (+4.3%).

Trade discounts are also tightening, averaging 6.2% compared to a 15-year historic average of 9%.

Since reaching all-time highs in October 2022, the fine wine markets have experienced the longest decline on record. Bordeaux, in particular, has taken a beating.

❓ So, what does this new data mean?

Well, a "trade-based" index reflects the actual prices and activity among professional market participants rather than list-price data.

These are generally seen as a truer signal of market value than retail list prices, which can be inflated or sticky. 

If you imagine residential property, this is the difference between a price a house is listed at and the price it is actually sold for.

Best list prices — the publicly quoted prices for wines — are still falling overall, but more slowly (−3.7% in the last six months vs a −5.5% average). This quarter, 76.7% of wines stayed the same or rose in price.

It's may be too early to call the bottom, but this is undoubtedly a positive signal.

Time for re-entry?

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For more information, please see our quarterly report. To be released 6th October 2025. 

Data from Liv-ex, Wine Labs, and others. The index quoted is based on a basket of high liquidity investment grade wines. These include all First Growths, Petrus, Le Pin, major Champagne houses, Californian and Burgundian giants — increased in average trade price this quarter for the first time in three years.

👋 Our Q3 2025 Wine Market Report has just dropped.

For wine investors, merchants and collectors alike, this report is likely to be welcome news. 

This is what our analysis is showing:

📈 For the first time since 2022, average trade prices have increased.

🤌 Trade-price discounts are narrowing, suggesting improved confidence.

🍷 List prices are stabilising.

📊 Certain regions (Champagne, Italy) appear to be bottoming out. 

It is too early to say we are out of the woods yet, but this is undoubtedly a positive signal after an extended period of decline.

Check it out: https://lnkd.in/eaPPsKGj

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Capital at risk. Fine wine is an unregulated asset class and the value of your investment may rise as well as fall.

Open article: WineFi Q3 Report by forms.winefi.co

We have spent a long time experimenting with lead magnets, nurture flows, and new landing pages.

Then we added one line of text to a banner the top of the WineFi 🍷 homepage.

Conversions increased 6%.

Turns out the simplest product updates often outperform the clever marketing ones.

If someone’s already curious, they don’t need convincing — they just want taking action to be easy.

Strange but true 🤷‍♂️ 

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Follow the journey over at WineFi 🍷

Spotting a wine investment scam is surprisingly easy if you know where to look.

In this article, an AI-generated version of our Operations Director Oliver Thorpe takes you through the three questions every investor should ask before parting with their money:

1️⃣ Are you being ripped off?
2️⃣ Do your holdings actually exist?
3️⃣ Is your wine actually investment-worthy?

If you’re worried you may have been misled or overcharged, we’re happy to take a look at your portfolio — no fee, no upsell, just clarity.

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Follow the journey over at WineFi 🍷

In August 2025, three people were convicted of fraudulent trading relating to a complex wine fraud run by Imperial Wines and Spirits Merchants Ltd. Th

Open article: How to spot a wine investment scam by Callum Woodcock • 5 min read

Thrilled to see WineFi 🍷 featured in The Drinks Business today.

Thank you Sophie Arundel for the write-up. 

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Follow the journey over at WineFi 🍷

Open article: From algorithms to appellations: the rise of AI in wine by thedrinksbusiness.com

From algorithms to appellations: the rise of AI in wine

Introducing the The Signal Collection 🍷 

Gain exposure to diversified, expertly-curated collections of fine wine at a fraction of the cost of owning the underlying portfolio outright.

👉 Simulated past performance (net): 12.6%
👉 Anticipated holding period: 5 years
👉 Minimum entry: £3,000

Our data-driven approach analyses 18m+ datapoints and 70+ variables across 60,000+ wines to identify those most likely to outperform.

If you’ve ever thought about diversifying into wine but wanted a credible, low-barrier, performance-first way of doing it—this is it.

Sign-up to view the documents by clicking here: https://lnkd.in/eBbTseFp

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Follow the journey over at WineFi 🍷

Capital at risk. Fine wine is an unregulated asset class and the value of your investment may fall as well as rise.

🍷 🌐 The Signal Collection: Can you use quantitative analysis outperform the wine markets? [Link in comments]

We think so.

Our latest wine investment syndicate offers diversified exposure to fine wine from as little as £3,000.

Drawing on over 18 million datapoints and analysis of 60,000+ wines, the permitted investment has outperformed the broader wine markets in thousands of backtests from 2009 to present.

To structure the portfolio, we ran thousands of backtests utilising our quantitative WineFi Investment Score (WIS) strategy.

The WIS uses two proprietary machine learning models to rank wines from 1 to 100 based on their likelihood of outperforming their peers.

Each test randomly selects a diversified £200,000 portfolio, and holds it for 5 years for the period 2009 to 2025.

Within each 5 year period, we generate thousands of dummy portfolios, and compare their performance to the Liv-ex 1000 (the broadest benchmark for fine wine).

Across every period tested, 100% of WIS (WineFi Investment Score) ≥72 portfolios outperformed the Liv-ex 1000.

To find out more, click the link in the comments.

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Capital at risk. Fine wine is an unregulated asset class and the value of your portfolio may fall as well as rise. Follow the journey over at WineFi 🍷.

🍷 Thinking about investing in fine wine?

The Signal Collection, our latest syndicate, is open for investment. View the documents by clicking here: https://lnkd.in/ef5CM8C3

Built on WineFi’s proprietary machine-learning models, trained on 60,000+ wines and 18 million datapoints, targeting only wines with a WineFi Investment Score (WIS) ≥72 – a threshold shown to generate consistent outperformance in backtests.

Unlike traditional regional allocations, the WIS model compares Burgundy, Bordeaux, Champagne, Napa and other key regions on equal terms, ensuring only the strongest global signals are selected.

Our syndicate structure allows broad exposure across multiple producers and regions, with analysis provided to syndicate members on systematic entry and exit rules, purchase discipline, and exit timing to ensure that the syndicate makes informed, data-driven decisions.

Gain tax-efficient exposure from just £3,000.

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Capital at risk. Fine wine is an unregulated asset class and the value of your portfolio may fall as well as rise.

No alternative text description for this image

How many of us had our first job in the hospitality sector?

Personally, I worked in a pub in Camberley when I was 16.

I wasn’t allowed to serve drinks (given I was under the legal age) but I was able to get paid work in a sector that needed staff and didn’t require qualifications. 

With entry-level jobs in the United Kingdom increasingly under threat, a sensible government would be encouraging participation in sectors that facilitate human, in-person experiences—those that cannot easily be automated.

Robot bartenders, robot waiting staff, and robot sommeliers will never go mainstream, because the human connection element is too vital.

I only hope the Labour Party recognises this and takes action in the coming budget.

— 
Follow the journey over at WineFi 🍷

View company: British Beer & Pub Association

This morning, our Tax and Trade Policy Manager Morgan Schondelmeier spoke with BBC News Southwest on the need for the Chancellor to reduce the tax burden on pubs through meaningful business rates reform. 🍻 

Our research with  CEBR found that more than 300 pubs may be forced to close in the South West next year, at the risk of almost 2,000 jobs. 📉

We're calling on the government to save our at-risk locals by cutting business rates by 20p on the pound at the Autumn Budget. 💼

🍷 The second tranche of The Signal Collection — WineFi 🍷's latest fine wine investment syndicate — is now open.

🤝 Invest from just £3,000.

📈 Track performance in real time.

🔒 Stored and insured in a UK government bonded warehouse.

Why investors are joining:

🧬 Diversification away from mainstream assets.
📦 Brokerage, storage and insurance included.
🤖 Data-driven portfolio curation designed for optimal returns.

Allocations are already filling fast.

Don’t miss your chance.

Click here to register interest: https://lnkd.in/etxNn65g


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Capital at risk. Fine wine is an unregulated asset class, and the value of your portfolio may fall as well as rise.

Open article: The Signal Collection - Join Waitlist by forms.winefi.co

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