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Rands and reds: Why collectors are banking on wine

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Rands and reds: Why collectors are banking on wine

Rands and reds: Why collectors are banking on wine


Once seen as a symbol of celebration, fine wine is now making headlines for a different reason—its investment potential.

The global market for premium wines is booming, with collectors and investors spending upwards of R190,000 on sought-after bottles like Bordeaux. But is this just a passing trend, or are we witnessing the emergence of wine as a legitimate alternative asset class?

According to Fernando Rueda, managing director of Rueda Wine Company, wine investment is no bubble. “Wine has long held its value globally,” he explains. “It’s only now becoming more structured as an asset in markets like South Africa.” With its growing international profile and tighter regulation, the local wine industry is seeing a rise in interest from collectors and investors alike.

A close-up of wine bottles lined up on a wooden shelf in a dimly lit wine shop or cellar, with other bottles and shelves blurred in the background.

Rueda says that while some bottles fetch eye-watering prices, not all investment wines are out of reach. “Many excellent wines are priced around R150 to R200, and some of these can also qualify as investment-grade. It’s about knowing what to buy and who to buy it from.”

Beyond the rand hedge potential—since fine wine is often traded in euros, pounds, or dollars—there’s an emotional and experiential element that sets this asset apart. “Wine is more human than a watch or an NFT. You can drink it, celebrate with it, and make memories with it,” says Rueda.

But investors should tread carefully. Provenance, storage conditions, and estate reputation all affect a wine’s value. Rueda’s company stores thousands of bottles in climate-controlled vaults with full traceability, ensuring security for both collectors and serious investors.

As with any investment, expert guidance is key. But for those willing to learn, the wine cellar might just become the new safe.

Listen to Fernando Rueda’s full conversation with Jeremy Maggs below:


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