Traditionally, wine estates viewed the resale market warily – as a realm of speculators and collectors trading bottles after release, often with no benefit to the producer. However, if harnessed strategically, resale platforms can become a gateway to direct consumer engagement rather than a competitor. In essence, the secondary market engagement becomes a marketing channel: a way to capture highly interested consumers and introduce them to opportunities to buy direct. Strategically engaging this market could significantly boost profits, strengthen brand control, and attract younger wine enthusiasts.
Direct-to-consumer (DTC) sales let wineries keep profits usually captured by middlemen. Luxury brands show that moving direct can enhance customer loyalty, improve profit margins, and collect valuable consumer data. Wine estates similarly can benefit by selling directly, ensuring better margins and understanding who buys their wines and why. Secondary markets, historically outside producers’ control, can be transformed into strategic assets. Wine estates could create official resale channels. Such initiatives increase transparency, reinforce authenticity, and stabilize pricing—critical in protecting brand value.
Millennials and Gen Z value authenticity, transparency, and direct engagement—qualities naturally enhanced by controlled resale platforms. Younger buyers accustomed to resale platforms (like StockX and TheRealReal) seek confidence in provenance and transparent pricing. Offering wines through controlled secondary channels establishes trust and initiates a lifelong relationship with these emerging collectors.
Managing Traditional Channel Relationships
A pivot towards DTC and secondary channels could strain relationships with traditional négociants and retailers if mishandled. Yet, research by Harvard Business Review suggests channel conflicts can be managed effectively. Estates should consider offering exclusive products or formats to existing partners, ensuring differentiation. Successful brands have maintained healthy relationships with retailers by providing strong marketing support and clear segmentation strategies. Wine estates can similarly reassure and incentivize partners, ensuring mutual benefit.
Embracing the secondary market is more than an incremental adjustment—it’s a strategic necessity for leading wine estates. Controlled resale channels offer improved profitability, greater transparency, closer consumer relationships, and deeper engagement with younger demographics. Estates that thoughtfully balance traditional partnerships and new direct channels will thrive, turning historic legacy into lasting contemporary success.
Contact Guillaume Jourdan via LinkedIn
