Market Transparency and Efficiency - Fine Wine's Online Revolution


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Liv-ex Director James Miles examines the impact that the internet has had on the fine wine market and suggests a future direction.

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Market Transparency and Efficiency - Fine Wine's Online Revolution

  1. 1. Market Transparency and Efficiency:Fine Wine’s Online Revolution
  2. 2. LIV-EX• Set up in 1999, the vision for Liv-ex was to create a global exchange for fine wine merchants. 400 members - 33 countries
  3. 3. RIPE FOR CHANGE • Traditionally opaque • Lack of trading liquidity • Highly fragmented, both in terms of players and products
  4. 4. MARKET TRANSPARENCYThe internet’s most important innovation hasbeen transparency of:• Quality• Availability• Pricing
  5. 5. MARKET TRANSPARENCYTen years ago, price discovery was timeconsuming and imperfect - even for insiders.Outsiders had no chance.
  6. 6. MARKET TRANSPARENCYToday, price discovery is instant and available to all:
  7. 7. THE RESULT• Dramatically lower barriers to entry• Increased confidence for both the trade and collectors• Margin compression, but market expansion
  8. 8. MARKET EXPANSIONGlobal fine wine turnover has quadrupled since2004, reaching USD4bn in 2010. 4.5 4 3.5 Global market turnover (Billion USD) 3 2.5 2 1.5 1 0.5 0 2004 2005 2006 2007 2008 2009 2010
  9. 9. HIGHER PRICESPrices for the top wines have increase 220% in ten years. Source: Liv-ex Fine Wine 100 Index 380 360 340 320 300 280Index Value 260 240 220 200 180 160 140 120 100 80 Jul-07 Jul-04 Jul-05 Jul-02 Jul-03 Jan-04 Jul-08 Jul-11 Jul-01 Jan-08 Jan-10 Jul-10 Jan-03 Jul-06 Jul-09 Jan-11 Jan-06 Jan-07 Jan-09 Jan-05 Jan-02
  10. 10. WHAT NEXT?In our view, the next ten years will be allabout using the internet to increaseefficiency, reduce costs and limit stockmovement.The focus will move from improving thetrading experience, to improving post-tradesettlement.
  11. 11. A POST-TRADE REVOLUTIONTwo key issues:• Accounting and logistics functions in fine wine remain little changed in 20 years.• Fine wine continues to use commercial wine’s logistics infrastructure, despite having very different requirements. The internet gives the fine wine trade the opportunity to develop its own platform.
  12. 12. IMPROVING SYSTEMS • Increased data interchange between customers and suppliers using industry-wide messaging standards. • Transactions, invoices, warehouse instructions and accounts entries will be electronic– allowing for straight-through processing. • L-WIN – The Universal Wine Code – is a key part of this process. A common language for the trade: one wine, one code.
  13. 13. A NEW SUPPLY CHAIN From a business perspective - commercial wine and fine wine have nothing in common.... So why do they share the same supply chain?
  14. 14. COMMERCIAL WINE Producer Distributor ConsumerFast moving: Designed to be drunk within eighteenmonths of release.Low value: The average bottle price in the UK (beforetax and retailer margin) was $2 in 2010.Short and Simple: Direct supply chain.
  15. 15. FINE WINESlow moving: Designed to mature for up to 50 years.High value: The average traded price for a bottle of wine onLiv-ex in 2010 was $400.Long and Complex: Complicated supply chain.
  16. 16. ELIMINATE MOVEMENTS 80% of the trade on Liv-ex is in wines from the last ten vintages, the majority of which are not for immediate consumption. So why move it? Eliminating excessive movement of stock offers huge upside.
  17. 17. THE SOLUTIONWe are reorganising our logistics alongcentral depository lines, which is:A mechanism for storing and managingownership records in multiple locations.Ownership can be transferred via electronictransfer, removing the need for physicalmovements.
  18. 18. THE BENEFITS • Reduced costs and risk • Faster working capital cycle time • Better provenance
  19. 19. TO CONCLUDE The revolution in transparency is well advanced, but the potential gains from reorganising the post-trade infrastructure could be even more important.Visit our mobile site – – to download this talk or findus on