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Sotheby's has launched "instant cellars", a service that allows customers to choose from four of one curated wine collections costing between $5,000 and $25,000, delivered to their door. The move was in response to growing customer demand and Sotheby's goal of being a "full-service, integrated wine business", according to Jamie Ritchie, Sotheby’s worldwide head of wine. Sotheby's opened a retail story in Manhattan in 2010 and another in Hong Kong for years later. Instant cellar includes an advisory service, and Sotheby's is developing an inventory management system for customers.