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A Beautiful Coincidence

by Wine Owners

Posted on 2018-02-09


Today’s post comes from Jonathan Reeve, Wine Owners’ newest team member. Jonathan joined us in January, after eight busy years at Wine-Searcher.com. You can reach him, if you feel so inclined, at Wine Owners HQ: +44 (0)2072784377

Yes ladies and gentlemen, V-day is imminent, but no we are not going to feed you a regurgitated list of the ‘best Valentines wines to buy for your loved one’. We are instead devoting this post to a quick look at Passion Assets. Topical and actually interesting. And profitable.

They’re big news, and we’re hearing about them more and more. They’re becoming more…well, passionable. So what are passion assets? And why is wine the best passion asset?

Quick definition: Passion assets are essentially high-value luxury products such as fine wine, vintage watches, classic cars and antiques, which can be invested in for profit. Although originally created for some practical or aesthetic function, over time these products acquire a purely abstract financial value, born of a shared appreciation among the collective group of x lovers (wine lovers, watch lovers, car lovers etc.).

Passion assets are purchased initially because they have an emotional attachment, and are attractive in some way; they’re beautiful to taste, hold or look at. But because their value is simultaneously concrete and abstract, they are both a good store of wealth and a profitable investment. In truth, their investment performance is almost a coincidence. But what a beautiful coincidence that is. And there’s your answer; that’s why they’re quite so popular;

Since 2008 interest in tangible assets has grown massively. Rock-bottom interest rates and fears of market volatility have led investors to switch to investments which they can actually hold or touch, whose reality is more than just zeros and ones of stock market computer code. And what do those investors turn to when selecting these tangible assets? Things that they’re passionate about. Passion assets. Wine tops the list.

“Wine is the best passion asset.” Well, I would say that – I have wine passion. But genuinely, I mean it. I also have watch passion, and car passion, but I don’t invest in either of those. Investment wines may well be the only passion asset whose investment value begins from day one. Cars don’t become classics, watches don’t become ‘vintage’, and antiques don’t become antique until years after the initial purchase. Top-end investment wines, however, begin acquiring value from day one, as they leave the winery forecourt. If only cars did that…

It isn’t just me saying all this, either. Knight Frank say it too. Their Wealth Report 2017 confirmed wine as the world’s best-performing passion asset. Have a look at the Knight Frank Fine Wine Icons Index.

And here’s another reason. Which other passion asset gives you the opportunity to create such a diverse, romantic collection as wine? Not to mention flavourful. Every vintage brings several hundred products to select from and obsess over. Most collectors have their personal favourite producers, on top of the core handful which are mutually agreed by all as the ‘blue chip’ investment wines. And laid over this is the added dimension of the vintages themselves, dating back many decades, and even centuries in some exceptional cases. It’s hard to understate the power of a good vintage to spark adrenaline in wine collectors and investors.

And one last reason. Wine is more than the world’s most profitable passion asset; it’s also the most widely collected, and therefore one of the most stable. Win, win, win.

You get the picture. I think wine is a pretty excellent investment. If none of my points above have swayed you to my point of view, consider the following. If it all goes wrong, and the world pulls itself to pieces, as the warheads soar overhead and the bullets whizz past, would you rather sit in an antique chair counting down the seconds on an old watch, or would you rather pour and enjoy a glass of fantastic wine. Think about it. Happy Valentines Day.

P.S. If you really must hunt out a Valentine-themed wine, try Calon Ségur. It has a heart on the label, and happens to be performing very well as a passion asset.





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