When to Sell vs Hold: Practical Factors for Bottle Owners
A non-investment guide to timing decisions based on storage risk, liquidity needs, and hassle.
Quick Answer
Wine is a depreciating asset if not stored perfectly. Sell if you are no longer drinking it or if storage costs exceed appreciation.
- Sell When: You are downsizing, the wine is at peak maturity, or you need liquidity.
- Hold When: The wine is too young (needs 10+ years), or it has huge sentimental value.
The Cost of Holding
Professional storage costs money.
- At $3.00/case/month, holding 50 cases costs $1,800/year.
- Over 10 years, that is $18,000 in storage fees.
- Does the wine appreciate enough to cover that? Often no.
Peak Maturity
Wine eventually dies.
- Most Bordeaux peaks at age 20-30.
- Most Napa Cabs peak at age 10-15.
- If you hold past the peak, the value drops to zero (unsellable 'over the hill' wine).
- It is better to sell 5 years too early than 1 year too late.
Market Cycles
Prices fluctuate.
- We are currently in a high demand cycle for Burgundy and Bourbon.
- Bordeaux prices have been stable but flat.
- Champagne prices have skyrocketed recently.
Common Mistakes
Waiting for a 'special occasion' that never comes.
- Dying with a cellar full of 1982 Bordeaux because 'it wasn't the right time'.
- Assuming wine always goes up in value (it doesn't).
- Breaking a full case to drink one bottle (devalues the remaining 11).
What to Do Next
Audit your cellar.
- Identify wines that are 'ready ot drink' now.
- If you have more than you can drink in 5 years, sell the excess.
- Get a valuation to see what your 'liquid assets' are actually worth.
What to Do Next
Ready to get an offer for your bottles? Submit photos and details through our form, or text photos directly if that is easier.
Frequently Asked Questions
Does wine always go up?
No. Like stocks, it can crash. And unlike stocks, it can turn into vinegar.
Is whiskey a better investment?
Whiskey doesn't spoil in the bottle, so it is safer to hold long term. But markets still fluctuate.
Can I sell just half?
Yes! We often buy 'half the cellar'—the bottles the owner knows they won't drink.
What if labels are damaged?
Sell sooner rather than later. Damage gets worse with time (mold grows).
Do you buy young wine?
Yes, we buy current releases too (often from people who over-bought on mailing lists).