Investing in wine might seem risky. Might seem like a horizon uncrossed. There is growing success rate in wine investments and it takes a trained and experience broker/agent to know where and when.

Marc Lefleur might be the only man who can make a conversation about asset classes as delicious as a glass of aged Barolo. In this episode, you’ll travel from the sun-dappled slopes of Piemonte to the bustling banking circles of Geneva, all while unraveling the mysteries of wine investment with someone fluent in four languages and even more terroirs. You’ll learn why not every cellar-worthy wine turns to gold, and why the idea that you can just “buy pallets of wine and hope that in ten years you’ll sell them at a better price” is more myth than market truth. Marc demystifies the romantic shroud of Bordeaux, reveals the artisanal heart still beating in the hills of Barolo, and exposes how climate change is tipping the scales for Nebbiolo in ways that might surprise even the savviest collector. You’ll come away with an insider’s view of how global forces, tradition, and innovation intersect in the collectible wine market—and why terms like “scarcity” and “terroir” aren’t just marketing buzzwords, but real factors with measurable impact on the future value of your cellar. Whether you’re a collector flirting with investment-grade bottles or a curious sipper wondering what makes wine an “intellectual part of the meal,” this conversation will give you the tools to separate perception from reality, and help you rethink what it means for a wine—and its drinker—to stand the test of time.

Wine Investment: Reality vs. Misconception

• Not all wines appreciate over time: The idea you can buy any wine, store it, and expect profits is false—most wines won’t increase in value after 10 years.

• Investment-grade wines are rare: Only a very small percentage of wines are worth considering as investments; quality, pedigree, and rarity matter most.

• Speculation vs. investing: Speculation is chasing quick financial gains, while true wine investment is a long-term horizon (10–20+ years).

• Cycles and market timing: The wine market, like any other, is cyclical; there are favorable and less favorable periods for investment.

The Importance of Rarity & Scarcity

• Perceived vs. actual scarcity: Even top Bordeaux first growths, like Mouton Rothschild or Margaux, produce large quantities (hundreds of thousands of bottles)—they’re not as rare as people often think.

• Burgundy & Piedmont (Piemonte) are where true scarcity lives: Top Burgundy and Barolo/Barbaresco producers may release just a few barrels (sometimes less than 5,000 bottles) from single sites.

• Demand for top wines is shaped by volume, pedigree, and market cycles.

 

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