Most people think of Cabernet Sauvignon, Chardonnay, or Pinot Noir when they hear the term “fine wine investment.” And for good reason—these blue-chip grape varieties dominate auction houses and private collections. But behind the scenes, a quiet shift is underway.
A growing number of ultra-wealthy investors are turning their attention to rare wine grape varieties that are flying under the radar but have all the ingredients of future icons: scarcity, character, regional prestige, and untapped global demand.
In today’s fine wine market, rarity often beats reputation. Wines made from grapes like Assyrtiko from Santorini, Xinomavro from Northern Greece, or Trousseau from the Jura region in France have seen a steady rise in value, partly due to their low production and unique terroir.
Some of these bottles now fetch annual returns of 8% to 12%, according to niche fine wine platforms and boutique auction houses.
As Tom Gearing, CEO of Cult Wines, noted in a recent interview: “There’s a growing appetite among collectors for discovery. The thrill now isn’t just about owning Petrus—it’s about uncovering the next great wine before the rest of the market catches on.“
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Why Grape Variety Matters in Wine Investing
In traditional wine investing, the spotlight has always been on producers and regions—think Bordeaux’s First Growths or Burgundy’s Côte d’Or. But more investors are now looking deeper, down to the very grape in the glass. The grape variety is no longer just a flavor factor; it’s becoming a key driver of long-term value.
Rare wine grapes often come with limited geographic production, making their wines inherently scarce. For example, Assyrtiko, grown almost exclusively on the volcanic island of Santorini, is cultivated on fewer than 1,200 hectares globally. Compare that to Cabernet Sauvignon, which spans more than 300,000 hectares worldwide. That kind of imbalance is what makes rare varietals so appealing to investors.
Scarcity aside, these grapes are often tied to ancient vineyards and low-intervention winemaking practices—traits that appeal to today’s connoisseur collectors looking for authenticity.
According to Liv-ex, the fine wine market saw a 12% growth in demand for “other European regions” in 2024, which includes areas producing lesser-known varietals. That’s a clear signal that investor appetite is expanding beyond the classics.
In essence, when you invest in a rare wine grape variety, you’re investing in a narrative of origin, scarcity, and rediscovery. That combination is driving serious returns—and changing how collectors define value.
Top Rare Grape Varieties Gaining Investor Attention
As fine wine investing becomes more global and diverse, a handful of rare wine grape varieties are starting to emerge as smart bets for collectors and investors. These are not just boutique curiosities—they’re backed by limited supply, rising demand, and increasing recognition on international markets.
1. Assyrtiko (Santorini, Greece)
Assyrtiko is no longer Greece’s best-kept secret. Grown primarily on the volcanic soils of Santorini, this white grape delivers razor-sharp acidity and mineral complexity that has impressed sommeliers and collectors alike.
What makes it investment-worthy? Production is extremely limited—Santorini has fewer than 1,200 hectares of planted vines, and yields are naturally low due to the island’s harsh climate and old vines.
Prices for premium bottles, like Estate Argyros “Cuvée Monsignori” or Gaia “Thalassitis”, have doubled in the last 5 years, moving from €25–30 per bottle to over €60–70 in niche wine auctions and private collector circles.
More importantly, top restaurants in London, Paris, and New York are adding Assyrtiko to their fine wine lists—a sign that global recognition is catching up.
2. Xinomavro (Naoussa and Amyndeon, Greece)
Often compared to Nebbiolo for its aging potential and tannic structure, Xinomavro is another Greek grape that’s quietly building a cult following. The northern regions of Naoussa and Amyndeon are leading the charge, with producers like Kir-Yianni and Thymiopoulos releasing bottlings that age gracefully for 10–15 years.
According to Wine-Searcher, auction and retail prices for rare Xinomavro labels have increased by 30% between 2019 and 2024, particularly for limited-edition or single-vineyard bottlings.
For investors looking at entry points under €40 per bottle, Xinomavro offers strong upside potential and portfolio diversification.
3. Trousseau (Jura, France)
Jura wines have been rising in popularity, especially among natural wine collectors and sommeliers. Trousseau, a red grape indigenous to the region, is gaining attention for its earthy, complex wines that balance rustic charm with aging capacity. Vineyards in Jura are small and fragmented—Trousseau accounts for just around 5% of the region’s total vineyard area—so production is extremely limited.
Producers like Domaine Ganevat and Michel Gahier are leading the premium tier, with some of their cuvées now fetching over €100 per bottle, up from €45–€60 just a few years ago. This kind of price movement signals collector momentum, especially in the natural and terroir-driven wine categories.
4. Mencia (Bierzo and Ribeira Sacra, Spain)
Often referred to as Spain’s “Burgundy-style” grape, Mencia produces fragrant, mineral-driven reds from steep, terraced vineyards in northwestern Spain. Top producers such as Raúl Pérez, Dominio do Bibei, and Descendientes de J. Palacios have helped bring this varietal to global attention.
While still accessible, high-end Mencia wines are now appearing in serious collections. Some bottlings—like Raúl Pérez’s “La Vizcaína” or Palacios’ “Las Lamas”—have increased in value by 20–25% annually in private sales and collector forums.
With increasing export volumes to the U.S., U.K., and Asia, Mencia is transitioning from local favorite to global niche player.
5. Nerello Mascalese (Etna, Sicily)
This red varietal has been called the “Barolo of the South” for its finesse, volcanic minerality, and strong aging potential. Mount Etna’s active volcanic terrain produces wines with unique flavor profiles that appeal to high-end collectors. Top producers such as Passopisciaro, Tenuta delle Terre Nere, and Graci have helped elevate Nerello Mascalese into the fine wine spotlight.
Between 2020 and 2024, the average price for premium Etna Rosso wines made from Nerello Mascalese rose by 40%, driven by media coverage, critic scores, and scarcity.
Etna’s total vineyard area is still under 3,000 hectares, making it one of the smallest premium wine zones in Italy.
Why Billionaires Are Paying Attention to Rare Grape Wines
In the world of ultra-wealthy collectors, the search for value is moving away from the obvious. Just like niche watch references or under‑the‑radar artworks, rare wine grapes offer something traditional blue-chip labels don’t: scarcity with growth potential.
According to the Knight Frank Luxury Investment Index, fine wine prices rose 10% year-over-year in 2024, but the strongest returns weren’t from Bordeaux First Growths. Instead, niche producers using lesser-known varietals—especially from Greece, Jura, and Sicily—were responsible for some of the sharpest gains in collector circles.
So why are billionaires and private wine funds interested?
First, it’s about supply and exclusivity. Many of these rare wine grapes are grown in tiny plots, often less than a few hundred hectares worldwide. That means production is inherently low, and top bottles become hard to find as demand grows.
When Elon Musk tweeted in 2023 that “real luxury is small-batch,” collectors took note—and the sentiment applies to wine just as much as it does to cars or fashion.
Second, global palates are evolving. Sommeliers at Michelin-starred restaurants from Tokyo to New York are increasingly highlighting wines from volcanic soils, obscure valleys, or ancient indigenous varietals. As demand shifts, smart investors are getting in ahead of the trend.
Third, there’s portfolio logic. Wine collectors with already deep holdings in Burgundy or Bordeaux see rare grapes as a hedge against market saturation.
As one London-based wine fund manager recently put it, “Adding wines from grapes like Assyrtiko or Xinomavro is like adding small-cap stocks to a portfolio—it’s where the growth lives.”
Finally, price accessibility plays a role. While top Burgundy bottles might cost €2,000–€10,000 each, rare wine grape investments often begin under €100. That creates room for price appreciation without pricing out rising collectors, especially in Asia and the U.S.
Auction Results and Private Sales Trends for Rare Grape Wines
Auction houses and private sales platforms are beginning to tell a new story—rare grape wines are no longer a niche interest. Between 2022 and 2024, sales of wines made from lesser-known grape varieties jumped by over 38% at major auction houses like Sotheby’s, Christie’s, and Bonhams.
The growth isn’t just broad—it’s being led by standout performers like Assyrtiko from Greece and Nerello Mascalese from Sicily, which have seen auction prices appreciate by more than 50% in select vintages over the last two years.
In a notable 2024 sale, a six-bottle vertical of Hatzidakis Assyrtiko spanning vintages 2010 to 2015 fetched €6,000 at Sotheby’s—more than triple the high estimate. Similarly, wines made from ancient Georgian grapes such as Saperavi are making regular appearances in top-tier auctions, with at least five lots doubling in price since 2022.
Liv-Ex data adds more weight to this trend. In 2023, the platform’s “Rest of the World” index—which includes many rare varietals—grew by 14.2%, outpacing the better-known Liv-Ex 100 index that rose 9.1% over the same period. This points to a shift in where collectors and investors see future upside.
Private sales are echoing the same movement. Internal reports from Cult Wine Investment noted a 27% year-on-year increase in inquiries for rare varietals in 2023. Auction house Acker also reported that demand for grapes like Mencía, Trousseau, and Listán Prieto surged 45% over the past year, particularly among buyers in Asia and Northern Europe.
At the same time, sommeliers and fine dining venues are playing a quiet but powerful role in elevating these wines. Today, skin-contact whites made from indigenous grapes in Slovenia and Croatia appear on more than 60% of Michelin-starred wine lists across Western Europe—a strong signal of growing institutional demand and shifting collector tastes.
From a supply perspective, scarcity continues to drive prices higher. Many of these rare grape wines are made in extremely small batches, often under 5,000 bottles per vintage.
This built-in rarity, combined with increased collector interest, creates the kind of asymmetric upside that savvy wine investors look for—especially in a market where traditional Burgundy and Bordeaux names have already peaked in price.
What to Watch Before You Invest in Rare Grape Wines
While rare grape wines are becoming a strategic play among high-net-worth collectors, this part of the market also comes with its own set of risks and considerations. It’s not just about finding an obscure varietal—it’s about making sure it has the fundamentals to grow in value.
First, liquidity is a key concern. Unlike Burgundy or Bordeaux, which have established secondary markets and predictable pricing models, rare grape wines often lack deep resale ecosystems. This means investors must be more selective and patient. According to Liv-ex data from early 2025, only about 7% of trades involved non-traditional varietals—though that number is slowly rising.
Another factor is market education. A wine made from Timorasso or Xinomavro may be world-class in quality, but unless sommeliers, critics, and collectors are talking about it, the investment upside may remain dormant.
“It takes time for the market to catch up with taste,” says Adam Lapierre, Master of Wine and Director at Vinfolio. “Even great wines need visibility and distribution before prices follow.”
Provenance is just as important. Many of these wines are produced by family-run estates or boutique vineyards that don’t have the same track record or authentication infrastructure as larger houses. Investors should look for producers with solid reputations, export capacity, and a growing presence in respected wine lists or auctions.
It’s also wise to track critical momentum. Wines that start to receive awards at international tastings, mentions in Michelin-starred restaurants, or high scores from reviewers like Jancis Robinson or Wine Advocate tend to attract investor attention more quickly.
For instance, Mtsvane from Georgia gained traction only after high ratings from Decanter and a growing presence in UK and Swiss private cellars.
Finally, consider regional political and climate stability. Some of the best emerging wines come from regions that are either politically unstable or prone to climate volatility. As much as scarcity adds value, supply disruption can also damage long-term investment potential.
