The question every collector should be asking themselves

Welcome! 👋

Most people think that rarity guarantees value.   

Not true.  

If you’ve been in the game as long as I have, you’ll know that true value comes from understanding what the market desires and whether your bottle fits that profile.  

So, the real question you should be asking yourself is:  

Is this bottle auction-worthy?  

Rarity has nothing to do with it.  

Less than you think, anyway.  

Four things more important than rarity are:  

• Provenance: I like to think of provenance as your bottle's pedigree. Does it come with a rich history and a track record of proper storage? Buyers want assurance that what they’re bidding on has been cared for and comes from a trusted source. A bottle with a great story and solid documentation adds to its appeal.  

• Condition: The condition of your bottle can be a deal-maker or a deal-breaker. From the label to the capsule to the packaging, every detail counts. Even a minor scuff can impact its value. A pristine presentation often translates into a higher auction price.    

• Market Trends: The world of wine and whisky is constantly changing. What’s in demand today might not be tomorrow. Keeping a pulse on current market trends helps you gauge the best time to sell and ensures your bottle catches the right wave of demand.  

• Timing: Timing is everything in the auction world. If you sell too early, you might miss out on peak prices. Wait too long, and you might find the market has shifted. Understanding when to strike is crucial for maximising your returns.  

As you’ll know from reading our previous newsletters, we’re big on auction-worthy blue-chip labels that consistently hold their value. 

Take The Macallan and Karuizawa, for example, two labels we’re constantly talking about with our clients. 

Well, they’ve just taken 1st and 2nd place on Sotheby’s best sellers list! 

Because our team is so passionate about sourcing only the finest auction-grade wines and whiskies, it’s only natural that we create… 

Wait for it…  

Our very own auction platform, projected to launch in 2025! 

The best thing about creating our own auction is that clients won’t have to pay a selling premium on the hammer price.  

Plus, with the United States remaining the strongest bidder (33%), we’re excited to have the opportunity to serve the U.S. market.  

Selling at auction is one of the most reliable exit strategies we offer our clients.   

The second oldest bottle of The Macallan, The Reach (after TIME:SPACE), recently sold at Sotheby’s, setting a record as the world’s oldest single malt. 

Read more about our upcoming auction platform and let’s start building your auction worthy collection.

We look forward to speaking with you soon.

As always, cheers!

Michael Doerr

Founder & CEO, Oeno Group