Jeroboams Launches Fine Wine Exchange and Cellar Plan
Jeroboams Exchange: A Human-Led Fine Wine Exchange Built by a Merchant
Jeroboams Exchange is a fine wine exchange that connects buyers and sellers within a secure and professionally managed environment, offering collectors greater control, transparency and liquidity.
As a people-first merchant, Jeroboams distinguishes itself from fully automated trading platforms through a genuinely human-led approach to fine wine trading. Pricing, buying, and selling decisions are shaped by the daily work of its teams in shops, private client tastings, and events across London, where wines are tasted, discussed, and contextualised. This constant, real-world engagement gives Jeroboams a nuanced understanding of demand, condition and drinkability, enabling its team to assess and price wines in line with how collectors actually buy, sell, and drink.
Supplementing this, sellers benefit from transparent market data including Liv-Ex market pricing, Wine-Searcher benchmarks and proprietary Jeroboams insights, supporting informed decision-making at every stage.A Community for Collectors: Exchange of Ideas and Opportunity
Jeroboams Exchange is more than a marketplace for fine wine trading; it is a thriving community that connects collectors, facilitates the sharing of knowledge and opportunities, and provides ongoing education for enthusiasts at every level.
Because the Exchange is largely driven by wines that were previously sold by Jeroboams, provenance, storage history, and market context are built in. This offers not only established investment-grade names but a broader, more characterful range that reflects how the merchant's customers actually collect and drink.
Alongside the Jeroboams Exchange, Jeroboams Cellar Plan completes a full circle offering for fine wine collectors. Acting as an accessible entry point into fine wine collecting, the Cellar Plan provides a relationship-first route into building a wine portfolio for a monthly investment starting from £250 month for the Explorer Tier. Jeroboams’ expert cellar team will work closely with customers, offering advice on sales and purchases alongside market analytics to build collections designed for enjoyment or investment, aligned with personal goals.
Supported by ten shops across London, customers can also speak with Jeroboams’ teams in person, viewing and discussing wines before they are moved from reserves or cellars, reinforcing the merchant’s distinctive blend of digital capability and in person expertise.
Together, the Exchange and Cellar Plan allow customers to buy, build, manage and trade wine through a single trusted partner, supported at every stage by Jeroboams’ retail, private client and fine wine teams.
Commenting on the launch, Matt Tipping, Chief Executive Officer at Jeroboams Group, said:
"The launch responds to clear market shifts. Collectors are moving towards mature, ready-to-drink wines, and our clients increasingly want flexibility to both buy and sell from their cellars. The Exchange unlocks wines already held in reserves and reflects over 40 years of Jeroboams' experience across retail and private client services.
“We now serve collectors with established cellars who want optionality alongside expertise, investing in digital infrastructure that honours our high street heritage while supporting modern wine collecting. Both Jeroboams Exchange and Cellar Plan remain intuitive and human-led, designed for users at every level.
“This launch represents a new generation shaping Jeroboams’ digital future while staying grounded in the values that have always defined us: trust, expertise and personal service.
