For years, collecting rare spirits and fine wine has mostly been a pursuit for seasoned enthusiasts—the kind of undertaking that involved knowing someone, attending the right auctions, or keeping bottles locked away in climate-controlled cellars. Now, Decant Group is shifting that narrative with Decant Index—a platform that allows everyday investors to buy and manage spirits as they would stocks, art, or other tangible assets.
With more than £100 million in assets under storage and over 44,000 users globally, Decant Index is providing a new pathway into what was once considered an exclusive market. The platform integrates technology, asset security, and curated selections to make investing in spirits more practical, and, for many, more appealing than traditional routes.
Investing Without the Velvet Rope
The minimum investment to get started is £2,000—low enough to make the market approachable for individuals exploring alternatives. Decant Group CEO Alistair Moncrieff stated that the goal was to give users an opportunity to view spirits as “culturally significant holdings,” rather than mere commodities or collectables. “We built Decant Index to let users engage with spirits as culturally significant holdings, not just as commodities,” Moncrieff said.
And users are responding. In early 2025, Decant Index recorded 1,618 investor exits, with over £4.6 million paid out to clients. In the United Kingdom, capital gains tax exemptions apply to spirits because they are classified as “wasting assets.” That legal distinction provides a surprising advantage over stocks, property, or other investment vehicles, particularly for investors concerned with tax efficiency.
It also serves as an entry point for individuals considering alternatives for the first time. Rare spirits and fine wine come with a narrative—origin, production, ageing—and that physicality can feel more relatable than a spreadsheet full of cryptocurrency or tech equities. There is a sense that users are not merely investing in a label, but in something rooted in culture and tradition.
Regional Picks with Personality
Spirit selection on Decant Index is anything but random. Geography plays a central role in how each bottle is presented. Listings include educational content about distilleries and regions, helping users grasp the story behind each label before making a decision.
The platform features everything from Lowland distilleries like Glenkinchie, known for lighter expressions, to newer vertical distilleries such as Port of Leith in Edinburgh. Bottles from Islay, such as Lagavulin, appeal to those who favor bolder, peat-forward flavors. On the opposite end of the spectrum, Talisker’s maritime spice reflects its Isle of Skye heritage.
Speyside remains a favorite as well, home to prominent names such as The Glenlivet—which won Scotland’s Leading Whisky Distillery Tour in 2023—and The Macallan, which operates on a striking 485-acre estate. Each bottle listed includes details on production, tasting notes, and market valuation. The result is an interface that gives even novice users a clear understanding of what they are purchasing—and why it may appreciate in value.
Storage That Holds Up
Investing in whisky is one thing. Keeping it in pristine condition is another. Decant Group addressed this challenge with the launch of Decant Bond in 2024. The bonded warehouse, located in Alloa, Scotland, includes advanced systems to monitor temperature, humidity, and overall security.
Bottles stored at Decant Bond are kept under strict oversight. Through the Decant Index app, users can check the condition of their holdings and maintain full custody from acquisition through ageing. The warehouse complies with all licensing and insurance mandates and is audited by HMRC.
This infrastructure transforms spirits into viable, storable assets—something not possible with many other collectable categories. If a user decides to sell, they know precisely where the bottle is, how it has been handled, and what condition it is in. That level of transparency is essential to treating spirits as legitimate long-term holdings.
Expanding the Shelf
While Scotland continues to serve as the cornerstone of the catalogue, Decant Index is now diversifying. American Bourbon has experienced significant growth, with super-premium sales increasing by 17.8 percent in 2023, according to the Distilled Spirits Council. In response, Decant Index has started featuring American labels, giving collectors a wider array of options.
Premium rum has also entered the portfolio, gaining traction in both Europe and the United States. For those with broader tastes, Decant Index now offers a personalised wine subscription starting at £250 per month. Subscribers can curate their cellars based on individual flavour profiles and long-term investment goals.
What began as a niche marketplace for collectors is rapidly evolving into a comprehensive ecosystem. Decant Index now functions as both a portal and a hub—for collecting, investing, and eventually exiting. By grounding that experience in physical assets, educational tools, and secure storage, the company is opening the door to a market that was previously out of reach for most investors.
Decant Group’s New E-commerce Platform: House of Decant
Decant Group is preparing to launch House of Decant, an e-commerce channel for collectable bottles. The online store will offer premium selections, fast delivery, and concierge-style customer service. It is designed to complement the firm’s investment platform while also reaching a broader audience.
Chris Seddon, managing director at Decant Group, said the company is focused on adapting to evolving consumer expectations. “We are building a platform that changes how premium wine and spirits are discovered, purchased and enjoyed—designed for what today’s luxury consumer expects.”
Learn more about what House of Decant has to offer here.
