Wine ’Spot Market’ Puts Collectors, 12 Million Bottles Online

June 15 (Bloomberg) — Technology entrepreneur Aaron DeMello has wines in his 2,000-bottle cellar he just doesn’t want anymore. What to do with those big Aussie shirazes and Napa cabs now that he’s mostly a Burgundy guy?

Vinfolio Marketplace, an online wine market going live on July 1, is the latest answer. With a click on his computer screen, DeMello, 34, can add his unwanted wines to a virtual inventory of almost 12 million bottles, valued at $2 billion, held mainly by North American collectors. Participants can legally offer wines from their own cellars or place bids to purchase from others.

“It’s a game changer,” DeMello said by phone from Montreal. “It’s like a commodities spot market for wine.”

He’s already planning his test run, which will include a mixed case of rare Raven, Atlantis, and Poker Face syrahs from California cult winery Sine Qua Non.

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