This is where the sale of clients’ wine takes place with consumers and collectors of the highest quality wines produced. Wine merchants, hotel chains and top-end wine retailers also recognise a wine’s worth and need to replenish supplies as they sell from existing stock. In much the same way that a consumer or collector has to extend their cellar to include the latest vintage of their favourite wines, a trade establishment needs to acquire the top products so that they can be seen to offer the best to their customers.

Surveys conducted by wine publications such as Wine Spectator in America have recently put the secondary market strength, globally, at fractionally above 8 million members.


“By 2015 the scale of the Chinese wine market will account for more than 40% of market share”

Wine China


The total number of people involved in the secondary market is expanding more rapidly than at any time in history, with a massive influx of new consumers in the Far East. When a definitive figure is formulated regarding the size of the Chinese market alone, it is expectedto comfortably exceed 4.5 million individuals. This obviously adds a sizeable percentage onto the existing figure. Australia sits second only to France in terms of market share commanding as much as 16.2% in recent years.


“The wine market has changed. It is less the pursuit of leisured gentlemen with their own cellars and more an investment market similar to those where other commodities are traded for profit.”

The Telegraph, August 2013 


The emergence of China as a major force in the fine wine market, along with the abolition of wine tax in Hong Kong and Singapore, influenced prices at auctions and general release globally. Prices spiked sharply, peaking in 2011, and since then wine imports to China have increased by 81%. Prices have now settled at a very advantageous level for those considering entering the market.