Online Wine Auction Sales in U.S. Surge to $120 Million, Matching Live Events in Price and Prestige

Online wine auctions in the United States have reached a new level of prominence, now matching live auctions in both quality and price for most major categories. This shift is highlighted by recent data from the Wine Market Journal, a publication known for tracking rare and vintage wine sales. The change reflects a broader trend in how collectors and investors buy and sell fine wines.

Peter Gibson, editor of the Wine Market Journal, explained that until the mid-1990s, nearly all rare wine sales took place at live events. Collectors had to attend these auctions in person or submit absentee bids. Over the past two decades, however, online platforms have steadily gained ground. Collectors now prefer to participate from their homes or offices, taking advantage of real-time bidding and a wider selection of wines.

The move to online auctions began in earnest in 1998 when Brentwood Wine Company became the first licensed internet-only rare wine auction house. The company’s regular online sales quickly attracted buyers and sellers from around the world. This expanded pool allowed for more diverse offerings, including smaller lots at lower prices. Initially, these lower-priced lots were the main draw for online venues. Over time, though, the quality of wines available online has improved significantly, and prices achieved at internet auctions now rival those at traditional live events.

Recent figures from the Wine Market Journal show that for many top-tier wines, online auction prices are on par with or even slightly higher than those at live auctions. For example, wines tracked by the TOP500 and HIVAL indices now sell about 0.4% higher online than at live events. The WMJ150 blue-chip index still shows a modest 4% premium for live auctions. Only older vintages—those from the 1980s and 1990s—continue to command significantly higher prices at live sales, averaging about 12% more than their online counterparts.

Gibson noted that this data suggests collectors can confidently buy and sell younger wines online just as they would at a live auction. For older bottles, buyers may find better value through internet platforms, while sellers might still prefer live events for potentially higher returns.

The growth of online wine auctions is also evident in sales figures. In 2008, internet auction sales in the U.S. totaled about $20 million. In recent years, that number has climbed to over $120 million annually. Meanwhile, live auction sales have remained relatively steady at around $200 million per year.

Brentwood Auctions continues to set new records in the industry. Last month alone, the company achieved 104 national record prices and introduced 131 wines to the auction market for the first time. Owner David Parker said these first-time offerings demonstrate both the expanding range of wines available and Brentwood’s commitment to hosting interesting auctions.

Brentwood has grown from holding one weekly sale in 1998 to three or four per week today and has expanded its offerings to include rare spirits as well as wine. The company is known for single-bottle lots, quick payouts to sellers, and a broad selection that appeals to both collectors and investors.

While some enthusiasts still enjoy the excitement of a live auction room, most buyers and sellers now favor online venues for their convenience and reach. The ability to participate from anywhere has made internet auctions the preferred choice for many in the rare wine market.

David Parker is also CEO of Benchmark Wine Group in Napa, California—a leading retailer and distributor of rare wines—and Benchmark Wine and Spirits in Washington, D.C., which specializes in rare spirits as well as wine. He serves as president of The National Association of Wine Retailers.

First Growth Technologies acquired The Wine Market Journal in 2002 and later spun off from Benchmark Wine Group to focus on data and technology related to rare alcoholic beverages. The company has since expanded its coverage to include virtually all trades of rare wine at both live and internet auctions worldwide, as well as retail transactions and scores. In 2022, First Growth Technologies launched the Spirits Market Journal to track values for rare spirits sold at auction globally.

The company also provides appraisal software and data services to retailers such as Benchmark Wine Group and oversees technology for Brentwood Auctions. As online platforms continue to grow in popularity and influence within the wine market, industry observers expect further changes in how collectors buy and sell rare bottles across the United States.