The beverage distributor Primeras Marcas, until now specialized in the horeca channel –an acronym for hotels, restaurants and catering–, launches the Insolity project. An initiative aimed at lovers of wine and spirits, and even collectors who wish to create their own cellar and store jewels from historic vintages, which can be revalued over time. It was born from the desire to offer a luxury experience that may conclude with the storage of the wine collection in the C
rypta: a private and innovative storage service in Spain. It is, according to Audrey Anne Vigne, responsible for the project, a unique, personalized and exclusive space where the brand will guard and manage the private cellar of its clients with all the conditions of conservation and security.
This is the first initiative of these characteristics in Spain, inspired by a service that has been consolidated for decades in the United Kingdom. The wines offered belong to the 1% of the best terroirs in the world: Petrus, Louis Roederer, Domaines OTT, Château Lafite-Rothschild, Château Cheval Blanc, Château d’Yquem, Louis Latour, Château Margaux, Gaja, Sassicaia, R. Lopez de Heredia-Vina Tondonia. These are just some of the names of the more than a hundred wineries, 35% of the offer corresponds to the Bordeaux area, which complete a list of more than a thousand wines from the main chateau French and Spanish and Italian wineries.
In addition, it will offer its members exclusive access to the sale en primeurs, an opportunity to buy reputable and limited production wines before bottling, at a lower price than when they are released. Thus, through Insolity, they will obtain wines that can be revalued, according to its manager, between 4% and 8% on average each year, as has happened in recent years, “becoming authentic collector’s items”. Although there are wines like a Petrus from 2008, whose value has multiplied by five.
The high-end wine industry is one of those that maintains strong growth year after year. In 2021, according to the luxury investment index of the real estate consultancy Knight Frank, the aforementioned market performed well, with an average increase of around 1% per month. In the champagne category, the revaluation reached 31%, Burgundy wines rose 25%, and Bordeaux, 10%. It is the Asian customers, for example, who attach great importance to Burgundy labels, while the British and Americans prefer champagne.
According to the experts of the aforementioned consultancy, there is a new wave of money to invest in the wine market, part of it driven by macroeconomic factors, such as inflation, but in which more localized factors are also involved, such as the shortage of supply due to to weather conditions. particularly frost and supply chain issues.
In this context, the person in charge of Insolity, affirms that the initiative “is going to revolutionize the way of buying wine in Spain. We intend to offer a unique experience to the consumer, with exclusive tastings, access to the advanced purchase of great French wines, accompanied by the advice of a consultant and a sommelier who will help customers create their own wine cellar of French, Spanish and Italians”, explains Vigne, who details that depending on the membership category, the subscriber will be able to access certain services.
There are three levels, depending on the investment in wines that you want to make: insider –between 300 and 2,000 euros per year–, collector –between 2,000 and 5,000 euros per year– or bothedr –more than 5,000 euros–. Each level allows you to enjoy benefits such as unique masterclasses, exclusive tastings and dinners, private sales or visits to some of the most relevant wineries in the catalogue. Likewise, the most active members will be able to access very limited products that are closed to the rest of the public, and services such as the evaluation of their personal cellar.
The first exclusive tasting will be held in the coming weeks, in a private gastronomic space in Barcelona, where unique terroir wines from France, Spain and Italy will be tasted. In addition, one of the participants will be chosen to attend a private dinner in Spain with Château Lafite-Rothschild.
“Wine is a noble and exceptional product. It is one of the only products that can, given all conditions, improve over time. In addition, it has an important emotional addition”, says its manager, who intends to reach three million in turnover in the next five years.
To launch this project, Primeras Marcas made an investment in 2019 in technology and modernization of the 3,000 square meter warehouse of 1.5 million euros. The initial investment made for Insolity is 300,000 euros. The goal, according to Vigne, during the first year is to build a strong customer base and advise customers on specific wines.