A February 2026 study by wine-dedicated research organisation Areni Global noted that the wine collection journey and habits for people under 40 years old are almost identical for respondents from London, Paris, New York, Shanghai, Hong Kong and Singapore.
But on-the-ground observations may suggest otherwise.
“Buyers”, according to the study, are defined as those who purchase for an occasion and desire the bottle quickly; the “collector”, on the other hand, acquires to fulfil a complex, ongoing need and enjoys the thrill of the pursuit. Per the study, “fine wine” is categorised as bottles priced at £50, €65, US$75, HK$550, SG$120 or RMB$880.
The research revealed that the respondents across all markets learn about fine wines through friends and social networks, rather than family, and subsequently become collectors shall they enjoy financial prowess, transparent channels of access and a like-minded community. This transition between buyer to collector usually happens between the ages of 26 and 40.
Complexity over opacity
While Pauline Vicard – co-founder and executive director at Areni Global – compares fine wine collectors’ pursuit for the next bottle to the thrill of winning a video game, she emphasises that only “complexity” is sought-after rather than “opacity”.
“The digital tools, platforms and apps have not only made the chase easier, but somehow more fun,” she tells the drinks business. “Modernisation of auction houses since the pandemic has helped a new generation of collectors enter the fine wine market, thanks to their tools that allow everyone to bet at any time,” she says.
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